Project Overview

Synergy Aesthetics is a Midwest-focused growth partner for medical spas and aesthetics practices — combining premium injectables, skincare, and device portfolios with business coaching, advisory services, and education across 10 Midwest states.

In 2026, I led Webflow development on a full site rebuild designed by New Assembly, replacing a legacy WordPress site with a conversion-focused marketing experience that supports products, services, resources, and lead generation.

The live site is at synergyaesthetics.com.

Synergy Aesthetics homepage hero with Kansas City skyline and 'Building Stronger Practices Across the Midwest' headline

The Challenge

The project had several moving parts beyond a standard marketing build:

  1. Legacy WordPress content — Years of blog posts, categories, tags, and author pages needed to move into Webflow CMS without breaking SEO equity.
  2. Complex site structure — Multiple service lines (Synergy Aesthetics, Synergy OS, Synergy Ventures), a product portfolio, events, newsletter signup, FAQs, and resource hubs.
  3. Design fidelity — New Assembly delivered a refined brand system with editorial typography, glassmorphism navigation, and custom layout patterns that had to ship pixel-accurate in Webflow.
  4. Motion-heavy interactions — The design called for advanced scroll-driven animations and brand-led motion moments well beyond what Webflow Interactions could deliver natively, requiring a custom GSAP and Lottie integration on top of the CMS-driven build.
  5. SEO continuity — Dozens of legacy URLs needed clean 301 mapping so migrated content and new IA would not lose search traffic.
  6. Newsletter integration — Synergy publishes their newsletter on beehiiv, so the new site needed both an archive of past issues on-page and a single signup flow that pushed Webflow form submissions into their beehiiv subscriber list.

My Role

As lead Web developer, I owned the Webflow build and migration execution:

  • Webflow Development — Built responsive templates for marketing pages, service detail pages, portfolio, and global components from New Assembly designs.
  • CMS Architecture — Structured collections for blog posts, events, and related resource content with editor-friendly fields.
  • WordPress Migration — Exported legacy blog content and bulk-imported into Webflow CMS, preserving titles, body copy, metadata, and imagery.
  • 301 Redirects — Mapped 95+ legacy WordPress URLs (posts, categories, tags, authors, and utility pages) to the new site structure.
  • GSAP & Lottie Animation — Implemented advanced motion across the site using GSAP (with ScrollTrigger) for scroll-pinned sections, sequenced reveals, and timeline-driven hero moments, and Lottie for brand illustrations and looping decorative animations — all wired into Webflow without breaking CMS-driven content.
  • Make.com Automations — Built two-way integrations between beehiiv and Webflow: a scenario that syncs beehiiv newsletter posts into a Webflow CMS collection so issues render on-site, and a second scenario that subscribes Webflow form submissions to the matching beehiiv list.
  • QA & Launch — Cross-page testing, CMS validation, animation performance tuning, and handoff support ahead of go-live.
Synergy Aesthetics 'Premium Aesthetics Products, Exclusively for the Midwest' product page hero

Make.com automations: beehiiv ↔ Webflow

A scheduled Make.com scenario polls beehiiv for new newsletter issues, deduplicates them against existing Webflow CMS items, and creates and publishes the missing posts back into the newsletter collection — so the on-site archive stays in sync without anyone copying content between platforms. A second scenario fires whenever someone submits the newsletter form on Webflow and subscribes them straight into the matching beehiiv list.

Make.com scenario diagram syncing beehiiv newsletter posts into Webflow CMS, with successful run history

CMS-driven events

Events like the Merz MAX Bootcamp series are managed in Webflow CMS, with each item exposing date, time, registration link, and copy — so the marketing team can publish new sessions without developer involvement.

Synergy Aesthetics events page listing MAX Bootcamp sessions managed via Webflow CMS

Lead capture & contact flow

The site's primary conversion path is the "Ready to get started?" form, which captures practice details and routes them into the team's pipeline — paired with the beehiiv newsletter signup as the lighter-touch top-of-funnel option.

Synergy Aesthetics 'Ready to get started?' contact form section with practice details fields

Services Rendered

  • Webflow development
  • CMS architecture & build-out
  • WordPress-to-Webflow blog migration
  • 301 redirect planning & implementation
  • GSAP & Lottie animation
  • Make.com automations (beehiiv ↔ Webflow)
  • Responsive QA & launch support

Tech Stack

  • Webflow Designer + CMS — Core site and blog platform
  • GSAP + ScrollTrigger — Scroll-driven animations, pinned sections, and timeline-based hero/section reveals
  • Lottie — Vector animations for brand illustrations and decorative motion moments
  • Python migration scripts — WordPress export, metadata enrichment, and bulk CMS import
  • Structured redirect maps — Legacy URL preservation across posts, taxonomies, and static pages
  • Make.com — Automation layer connecting beehiiv newsletter content into Webflow CMS and pushing Webflow form subscribers back into beehiiv
  • beehiiv — Newsletter platform powering the subscriber list and source-of-truth for newsletter issues

Outcomes

The new site gave Synergy:

  • A modern marketing foundation — Clear positioning for products, OS coaching, and Ventures advisory under one cohesive brand experience.
  • Migrated blog library — Decades of practice-growth content available in Webflow CMS for the marketing team to maintain.
  • SEO-safe transition — Comprehensive redirects from the legacy WordPress URL structure to the new IA.
  • Editor-ready CMS — Blog, events, and resource content structured for ongoing updates without developer dependency.
  • Premium feel through motion — GSAP and Lottie animation tied the brand system together with polished, performant interactions that hold up across devices.
  • Unified newsletter flow — Newsletter issues published in beehiiv automatically appear on the Webflow site, and anyone signing up via the Webflow form is added to the beehiiv list — no double-entry for the marketing team.