Case study · Custom furniture · Bogotá
52 of 52 pages pass the audit: build, links, 390 and 320 px, and JSON-LD Oct 13, 2026 · auditoria.py
From Webflow to Jekyll with one keyword per URL, prefilled WhatsApp and 52 pages checked at 390 and 320 px before launch.
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Starting point
Smartinn builds custom furniture in its own workshop and does interior design, remodeling and home automation in Bogotá and 21 nearby towns. Its site ran on Webflow: 51 URLs, 23 blog articles with price ranges, savings percentages and guarantees nobody could back up, and 46 backlinks from 18 domains, all pointing to the home page and nearly all spam. The new site had to keep what Google already knew and split the offer into pages that answer specific searches, such as “closets a medida en Bogotá” (custom closets in Bogotá) or “remodelación de cocina” (kitchen remodeling).
Smartinn had 57 old URLs Google could know about: the 51 on its Webflow site and 6 blog pagination URLs. Julián Franco audited them before writing any code and put each one in a data file in the repository with its destination on the new site, in a neutral format any host can translate into its own syntax: the map doesn't depend on Webflow or on any vendor. A script checks that all 57 are covered and that none forms a redirect chain.
| What it was on Webflow | URLs | Where it goes |
|---|---|---|
| Home page | 1 | Kept, no redirect |
| Company and "thank you" pages | 10 | Their new equivalent; the "thank you" pages go to /contacto/, because the site no longer has forms |
| Service pillars | 3 | The new pillar |
Projects (/projects/) | 7 | Their page under /proyectos/ |
| Articles kept | 13 | The same article, rewritten |
| Merged articles | 4 | The guide that brings them together |
| Articles without content of their own | 6 | The service page on that topic |
| Blog index, categories and pagination | 13 | The new blog and its categories |
Source: redirect map and audit of the previous site, Smartinn project, October 2026. There are also 5 aliases (/faq, /blog1, /projects…) with their own redirect.
The blog was cleaned up in the same step: the 23 old articles lost their peso price ranges, savings and appreciation percentages, third-party statistics, named testimonials, brands and guarantees. What's left are explanations and criteria, plus 3 new articles, such as the cost of a custom built-in kitchen.
Smartinn has a different keyword assigned to each of its 6 pillar pages and 12 service subpages. That mapping came from six upfront reports covering 12 competitors and 8 custom furniture makers in Bogotá. Pillars link to their subpages using the destination keyword as the link text, and the top menu stayed at 6 pillars.
| URL | Main keyword (in Spanish) |
|---|---|
/mobiliario-a-medida-bogota/ | muebles a medida en Bogotá (custom furniture) |
/remodelaciones-bogota/ | remodelaciones en Bogotá (remodeling) |
/diseno-de-interiores-bogota/ | diseñador de interiores en Bogotá (interior designer) |
/domotica-bogota/ | domótica en Bogotá (home automation) |
/mobiliario-a-medida-bogota/closets/ | closets a medida en Bogotá (custom closets) |
/mobiliario-a-medida-bogota/puertas-de-seguridad/ | puertas de seguridad en Bogotá (security doors): 590 searches a month, difficulty 12 |
Source: Smartinn project site architecture, October 2026. Volume and difficulty for "puertas de seguridad en Bogotá": Ubersuggest.
For search engines and AI assistants, the site publishes four sitemaps by page type with real modification dates, llms.txt, llms-full.txt (about 12,000 words), an Atom feed with the full blog text and a robots.txt that explicitly allows GPTBot, ClaudeBot, PerplexityBot and Google-Extended.
Smartinn gets a prefilled WhatsApp message with six details: property type, condition, area, spaces or furniture, automation and location. The inquiry arrives ready to quote, and visitors don't fill in any fields. That's why the reCAPTCHA and the four "thank you" pages of the old site are gone.
animation-timeline: view(), no JavaScript.style attributes in templates and content, with layered CSS (@layer) and a documented catalog of primitives.Timeline
Six reports: long-tail keywords, 12 competitors scored on 25 practices, local SEO, 12 international references, an audit of the 51 Webflow URLs and 8 custom furniture makers in Bogotá
Home page, 6 service pillars, 12 service subpages, project pages, company pages and blog, with workshop photos, team portraits and before-and-after sliders
13 rewritten without unsourced figures, 4 merged, 6 redirected to service pages and 3 new ones
52 pages live on smartinn.com.co; measurement is waiting on access to Search Console, Analytics and Tag Manager
The result
The site went live on smartinn.com.co on October 19, 2026. Its 52 pages build, pass auditoria.py, have no broken internal links or overflow at 390 and 320 px, and all their JSON-LD is valid (October 13, 2026). There’s no traffic or lead data yet: access to Search Console and Analytics and the Tag Manager ID are still pending. The comparison with the Webflow site will be made 90 days after launch.
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