Webflow
Web Developer
HI 👋🏻 I’m Michael — a Webflow developer with a background in digital marketing and ad creatives.
I ENJOY building visually engaging web experiences, optimised for performance, SEO, and growth.
Michael Crowley
Journey
WORK EXPERIENCE
2023 - 2025
Shadow Digital
Webflow Developer
Enterprise Clients
Enterprise Clients
2021 - 2023
Freelance
Webflow Developer
2019 - 2021
City Wonders
Digital Marketing Manager
SEO + Email
SEO + Email
2023 - 2025
Shadow Digital
Webflow Developer
Enterprise Clients
Enterprise Clients
2021 - 2023
Freelance
Webflow Developer
2019 - 2021
City Wonders
Digital Marketing Manager
SEO + Email
SEO + Email
education
Level 9
Post-Grad
Digital Marketing
Level 8
Under-Grad
Business Management & Entrepreneurship
2023 - 2025
E-Courses
Webflow
UX
Google Analytics
SEM Rush
Level 9
Post-Grad
Digital Marketing
Level 8
Under-Grad
Business Management & Entrepreneurship
2023 - 2025
E-Courses
Webflow
UX
Google Analytics
SEM Rush
Current Education
Java Script
GSAP
skills
Hyper Text
Markup Language
Markup Language
Cascading
Style Sheets
Style Sheets
Java Script
Search Engine
Optimisation
Optimisation
Webflow CMS
Responsive Design
Multi-Round
Browser Testing
Browser Testing
- Use semantic elements (<nav>, <main>, <section>, <article>, <footer>) for meaningful structure.
- Maintain logical heading hierarchy (H1–H6) for SEO and readability.
- Build scalable, responsive layout foundations with reusable structures.
- Implement forms with proper label–input pairing, basic validation attributes (pattern, min/max), and POST/GET handling.
- Use <picture>, <video>, and <audio> efficiently for responsive media.
- Enhance clarity and structure using ARIA attributes and semantic markup.
- Integrate scripts, libraries, and custom elements using Webflow embeds or custom code.
Intermediate Level
- Build flexible layouts with Grid and Flexbox; use auto-fit and auto-fill for scalable designs.
- Create reusable class systems using Client-First and CSS variables.
- Manage typography and spacing with consistent type scales, relative units, and fluid sizing.
- Implement transitions, animations, hover effects, and micro-interactions.
- Use media queries, clamp(), min(), max() for fluid responsiveness.
- Apply pseudo-classes/elements (::before, ::after) for UI decoration without extra DOM nodes.
Beginner Level
- Variables & Data Types:
Use let/const/var; understand primitive types (string, number, boolean, null, undefined, symbol, bigint) and structured types (objects, arrays, functions) to manage dynamic UI and data.
- Functions & Scope:
Write reusable functions, arrow functions, and expressions. Understand parameters, return values, closures, and scope (block, function, global).
- Control Flow:
Use conditionals (if/else, switch) and loops (for, while) to process data and control logic.
- Objects & Prototypes:
Create/update objects/arrays; understand prototypes, inheritance, and how this behaves differently in arrow vs. regular functions.
- DOM Manipulation:
Select elements (querySelector, querySelectorAll, getElementById), update content (textContent, innerHTML), toggle classes, edit attributes/styles, and dynamically create/remove elements.
- Events & User Interaction:
Attach event listeners, manage bubbling/capturing, prevent default behaviour, and update UI states for interactivity.
- Learning & Growth:
- Currently learning GSAP for advanced animations and timeline-based interactions.
- Actively building small practice projects to reinforce DOM, events, and real-world logic patterns.
- Upcoming goals:
- Asynchronous JavaScript (fetch, Promises, async/await)
- Error handling (try/catch, custom errors, validation)
- Modules & file structure for scalable codebases
- Schema Markup (JSON-LD)
- Implement JSON-LD for Articles, FAQs, Events, Local Business, etc., using Webflow page settings or embeds.
- Automate structured data on CMS templates using field bindings.
- Validate schema using Google Rich Results + Schema.org to maximise rich snippet eligibility.
- On-Page SEO
- Structure content using semantic HTML + headings for crawlability.
- Write search-optimised meta titles, descriptions, and Open Graph data.
- Use meaningful alt text and semantic link descriptions.
- Content Architecture
- Plan taxonomies and information architecture around user search intent.
- Define clear URL structures and internal linking systems for topic depth.
- Technical SEO & Performance
- Optimise media, lazy loading, compression, WebP, caching, and asset delivery.
- Configure robots.txt, canonical tags, sitemap, redirects, and SSL/HTTPS in Webflow.
- Monitor Core Web Vitals, indexing, and crawling using Search Console, Lighthouse, and Webflow’s performance tools.
- Webflow Assistance & Optimization Tools
- A/B test layouts, run experiments, and personalise content using Webflow Optimize.
- Bulk edit SEO fields and structured data using FluidSEO.
- Conduct audits, fix redirects/duplicates, and optimise assets at scale (FluidSEO).
- Build responsive layouts with reusable classes and systematised styling.
- Develop CMS structures using multi-reference fields, conditional visibility, and dynamic templates.
- Create advanced animations (scroll, hover, timeline, parallax) while maintaining performance.
- Integrate custom scripts, APIs, widgets, and third-party tools.
- Manage hosting: domains, SSL/HTTPS, backups, redirects, SEO settings.
- Build filterable CMS systems (blogs, portfolios, directories, dynamic listings).
- Build fluid layouts using relative units, flexbox, and CSS grid.
- Optimize typography, spacing, and interactive elements across mobile, tablet, and desktop breakpoints.
- Serve responsive images, apply lazy loading, and use media queries for performance and visual consistency.
- Fine-tune layouts for uncommon screen ratios, ultra-wide monitors, and small mobile devices.
- Design adaptive components such as navigation menus, galleries, grids, and hero sections that scale without breaking layout.
- Use techniques like overflow: auto to manage scrollable content areas, ensuring layouts remain intact across varying screen sizes and content lengths.
- Test layouts, animations, and interactions across Chrome, Safari, Firefox, and Edge.
- Use devtools, emulators, Webflow preview, and responsive tools.
- Apply polyfills/fallbacks for browser differences.
- Ensure consistent performance, layout stability, and interactions before launch.
- Use semantic elements (<nav>, <main>, <section>, <article>, <footer>) for meaningful structure.
- Maintain logical heading hierarchy (H1–H6) for SEO and readability.
- Build scalable, responsive layout foundations with reusable structures.
- Implement forms with proper label–input pairing, basic validation attributes (pattern, min/max), and POST/GET handling.
- Use <picture>, <video>, and <audio> efficiently for responsive media.
- Enhance clarity and structure using ARIA attributes and semantic markup.
- Integrate scripts, libraries, and custom elements using Webflow embeds or custom code.
- Use semantic elements (<nav>, <main>, <section>, <article>, <footer>) for meaningful structure.
- Maintain logical heading hierarchy (H1–H6) for SEO and readability.
- Build scalable, responsive layout foundations with reusable structures.
- Implement forms with proper label–input pairing, basic validation attributes (pattern, min/max), and POST/GET handling.
- Use <picture>, <video>, and <audio> efficiently for responsive media.
- Enhance clarity and structure using ARIA attributes and semantic markup.
- Integrate scripts, libraries, and custom elements using Webflow embeds or custom code.
Intermediate Level
- Build flexible layouts with Grid and Flexbox; use auto-fit and auto-fill for scalable designs.
- Create reusable class systems using Client-First and CSS variables.
- Apply pseudo-classes/elements (::before, ::after) for UI decoration without extra DOM nodes.
- Manage typography and spacing with consistent type scales, relative units, and fluid sizing.
- Use media queries, clamp(), min(), max() for fluid responsiveness.
- Implement transitions, animations, hover effects, and micro-interactions.
Intermediate Level
- Build flexible layouts with Grid and Flexbox; use auto-fit and auto-fill for scalable designs.
- Create reusable class systems using Client-First and CSS variables.
- Manage typography and spacing with consistent type scales, relative units, and fluid sizing.
- Implement transitions, animations, hover effects, and micro-interactions.
- Use media queries, clamp(), min(), max() for fluid responsiveness.
- Apply pseudo-classes/elements (::before, ::after) for UI decoration without extra DOM nodes.
Beginner Level
- Variables & Data Types:
Use let/const/var; understand primitive types (string, number, boolean, null, undefined, symbol, bigint) and structured types (objects, arrays, functions) to manage dynamic UI and data.
- Functions & Scope:
Write reusable functions, arrow functions, and expressions. Understand parameters, return values, closures, and scope (block, function, global).
- Control Flow:
Use conditionals (if/else, switch) and loops (for, while) to process data and control logic.
- Objects & Prototypes:
Create/update objects/arrays; understand prototypes, inheritance, and how this behaves differently in arrow vs. regular functions.
- DOM Manipulation:
Select elements (querySelector, querySelectorAll, getElementById), update content (textContent, innerHTML), toggle classes, edit attributes/styles, and dynamically create/remove elements.
- Events & User Interaction:
Attach event listeners, manage bubbling/capturing, prevent default behaviour, and update UI states for interactivity.
- Learning & Growth:
- Currently learning GSAP for advanced animations and timeline-based interactions.
- Actively building small practice projects to reinforce DOM, events, and real-world logic patterns.
- Upcoming goals:
- Asynchronous JavaScript (fetch, Promises, async/await)
- Error handling (try/catch, custom errors, validation)
- Modules & file structure for scalable codebases
Beginner Level
- Variables & Data Types:
Use let/const/var; understand primitive types (string, number, boolean, null, undefined, symbol, bigint) and structured types (objects, arrays, functions) to manage dynamic UI and data.
- Functions & Scope:
Write reusable functions, arrow functions, and expressions. Understand parameters, return values, closures, and scope (block, function, global).
- Control Flow:
Use conditionals (if/else, switch) and loops (for, while) to process data and control logic.
- Objects & Prototypes:
Create/update objects/arrays; understand prototypes, inheritance, and how this behaves differently in arrow vs. regular functions.
- DOM Manipulation:
Select elements (querySelector, querySelectorAll, getElementById), update content (textContent, innerHTML), toggle classes, edit attributes/styles, and dynamically create/remove elements.
- Events & User Interaction:
Attach event listeners, manage bubbling/capturing, prevent default behaviour, and update UI states for interactivity.
- Learning & Growth:
- Currently learning GSAP for advanced animations and timeline-based interactions.
- Actively building small practice projects to reinforce DOM, events, and real-world logic patterns.
- Upcoming goals:
- Asynchronous JavaScript (fetch, Promises, async/await)
- Error handling (try/catch, custom errors, validation)
- Modules & file structure for scalable codebases
- Schema Markup (JSON-LD)
- Implement JSON-LD for Articles, FAQs, Events, Local Business, etc., using Webflow page settings or embeds.
- Automate structured data on CMS templates using field bindings.
- Validate schema using Google Rich Results + Schema.org to maximise rich snippet eligibility.
- On-Page SEO
- Structure content using semantic HTML + headings for crawlability.
- Write search-optimised meta titles, descriptions, and Open Graph data.
- Use meaningful alt text and semantic link descriptions.
- Content Architecture
- Plan taxonomies and information architecture around user search intent.
- Define clear URL structures and internal linking systems for topic depth.
- Technical SEO & Performance
- Optimise media, lazy loading, compression, WebP, caching, and asset delivery.
- Configure robots.txt, canonical tags, sitemap, redirects, and SSL/HTTPS in Webflow.
- Monitor Core Web Vitals, indexing, and crawling using Search Console, Lighthouse, and Webflow’s performance tools.
- Webflow Assistance & Optimization Tools
- A/B test layouts, run experiments, and personalise content using Webflow Optimize.
- Bulk edit SEO fields and structured data using FluidSEO.
- Conduct audits, fix redirects/duplicates, and optimise assets at scale (FluidSEO).
- Schema Markup (JSON-LD)
- Implement JSON-LD for Articles, FAQs, Events, Local Business, etc., using Webflow page settings or embeds.
- Automate structured data on CMS templates using field bindings.
- Validate schema using Google Rich Results + Schema.org to maximise rich snippet eligibility.
- On-Page SEO
- Structure content using semantic HTML + headings for crawlability.
- Write search-optimised meta titles, descriptions, and Open Graph data.
- Use meaningful alt text and semantic link descriptions.
- Content Architecture
- Plan taxonomies and information architecture around user search intent.
- Define clear URL structures and internal linking systems for topic depth.
- Technical SEO & Performance
- Optimise media, lazy loading, compression, WebP, caching, and asset delivery.
- Configure robots.txt, canonical tags, sitemap, redirects, and SSL/HTTPS in Webflow.
- Monitor Core Web Vitals, indexing, and crawling using Search Console, Lighthouse, and Webflow’s performance tools.
- Webflow Assistance & Optimization Tools
- A/B test layouts, run experiments, and personalise content using Webflow Optimize.
- Bulk edit SEO fields and structured data using FluidSEO.
- Conduct audits, fix redirects/duplicates, and optimise assets at scale (FluidSEO).
- Build responsive layouts with reusable classes and systematised styling.
- Develop CMS structures using multi-reference fields, conditional visibility, and dynamic templates.
- Create advanced animations (scroll, hover, timeline, parallax) while maintaining performance.
- Integrate custom scripts, APIs, widgets, and third-party tools.
- Manage hosting: domains, SSL/HTTPS, backups, redirects, SEO settings.
- Build filterable CMS systems (blogs, portfolios, directories, dynamic listings).
- Build responsive layouts with reusable classes and systematised styling.
- Develop CMS structures using multi-reference fields, conditional visibility, and dynamic templates.
- Create advanced animations (scroll, hover, timeline, parallax) while maintaining performance.
- Integrate custom scripts, APIs, widgets, and third-party tools.
- Manage hosting: domains, SSL/HTTPS, backups, redirects, SEO settings.
- Build filterable CMS systems (blogs, portfolios, directories, dynamic listings).
- Build fluid layouts using relative units, flexbox, and CSS grid.
- Optimize typography, spacing, and interactive elements across mobile, tablet, and desktop breakpoints.
- Serve responsive images, apply lazy loading, and use media queries for performance and visual consistency.
- Fine-tune layouts for uncommon screen ratios, ultra-wide monitors, and small mobile devices.
- Design adaptive components such as navigation menus, galleries, grids, and hero sections that scale without breaking layout.
- Use techniques like overflow: auto to manage scrollable content areas, ensuring layouts remain intact across varying screen sizes and content lengths.
- Build fluid layouts using relative units, flexbox, and CSS grid.
- Optimize typography, spacing, and interactive elements across mobile, tablet, and desktop breakpoints.
- Serve responsive images, apply lazy loading, and use media queries for performance and visual consistency.
- Fine-tune layouts for uncommon screen ratios, ultra-wide monitors, and small mobile devices.
- Design adaptive components such as navigation menus, galleries, grids, and hero sections that scale without breaking layout.
- Use techniques like overflow: auto to manage scrollable content areas, ensuring layouts remain intact across varying screen sizes and content lengths.
- Test layouts, animations, and interactions across Chrome, Safari, Firefox, and Edge.
- Use devtools, emulators, Webflow preview, and responsive tools.
- Apply polyfills/fallbacks for browser differences.
- Ensure consistent performance, layout stability, and interactions before launch.
- Test layouts, animations, and interactions across Chrome, Safari, Firefox, and Edge.
- Use devtools, emulators, Webflow preview, and responsive tools.
- Apply polyfills/fallbacks for browser differences.
- Ensure consistent performance, layout stability, and interactions before launch.
Process
Discovery / Requirements
Understand the business, define objectives, and set expectations clearly.
- Introductory call to understand goals, audience, timelines, and required functionality.
- Gather content requirements, assess existing branding, and identify SEO/plugin/technical needs.
- Draft a Statement of Work outlining deliverables, scope, budget, and milestones.
- Provide a transparent quote and contract before moving into the design phase.
Visual Planning
Shape the strategic and visual foundation before building.
- Define the target market, brand personality, and high-level user journey.
- Create site architecture: sitemap, navigation structure, and core content flow.
- Build visual inspiration assets (mood boards, style tiles) to align on direction.
- Sketch and wireframe pages to define hierarchy and structure.
- Develop a design system in Figma: typography, colours, spacing scale, components.
- Produce responsive designs across key breakpoints.
- Optimise fonts, icons, and assets for performance (Woff2 fonts, SVGs, WebP).
Webflow Build
Translate design into a robust, scalable Webflow environment.
- Create a global Style Guide page using Client-First methodology.
- Set up sizing scales and CSS variables for consistent colours, spacing, typography.
- Apply best-practice unit choices (rem, em, vw, vh, px, depending).
- Build CMS collection architecture: reference/multi-reference fields, filters, dynamic templates.
- Develop reusable components: navbars, footers, cards, buttons, full sections etc...
- Add interactions, animations, and micro-interactions (GSAP optional).
- Integrate third-party scripts, embeds, and custom code when required.
- Maintain clean structure, minimal DOM weight, and scalable/systematic class naming.
SEO
Ensure the site is performant, indexable, and usable for all visitors.
- Apply semantic HTML structure and ARIA tags where needed.
- Add descriptive image alt text, meta titles/descriptions, and Open Graph settings.
- Inject JSON-LD schema markup for articles, local business, FAQs, etc.
- Audit colour contrast, focus states, keyboard navigation, and motion preferences.
- Review DOM size, performance flags, and ensure HTML/CSS/JS minification.
- Add async/defer to scripts where beneficial to loading.
Integrations / Hosting
Prepare for a smooth and technically sound launch.
- Connect domain and configure Webflow hosting plan.
- Set up redirects, SSL/HTTPS, and regional privacy/cookie compliance.
- Install cookie consent banner with script-blocking prior to acceptance.
- Integrate marketing tools: Google Analytics, Search Console, CRM forms, etc.
- Generate and submit sitemap to Google; review robots.txt and canonical settings.
Testing / QA
Ongoing throughout the build, with two focused review phases:
1) a major test after the initial build
2) a final test during launch preparation
1) a major test after the initial build
2) a final test during launch preparation
- Conduct cross-browser testing (Chrome, Safari, Firefox, Edge) and check responsiveness across devices.
- Test all functionality: forms, interactions, animations, CMS logic, navigation, and core user flows.
- Review content accuracy: spelling, formatting, alt text, metadata, and link integrity.
- Ensure backups/versioning are up to date in Webflow.
- Measure performance using Lighthouse/PageSpeed Insights and resolve key issues (CLS, LCP, TTI, etc.).
- Complete GDPR/legal compliance checks, cookie consent behaviour, tracking scripts, and HTTPS/security validation.
