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Every page, designed then built
A signed-off vocabulary, templates that build themselves from tags, and a Voice Kit, so every draft already sounds like you.
Mission debrief · 01 / 05
Knowledge System
An add-on I developed after hearing the same need from client after client: a connected content system that links every service, project, answer and video to the ideas behind it, so Google and AI assistants can tell what you're expert in. It's built natively for the Webflow CMS and ports to any platform. Its Voice Kit drafts in your voice, and nothing goes live until you approve it.
/briefing
The objective
The same questions kept coming up on client calls. Why don't we show up when people ask ChatGPT? Why does our blog go nowhere? Who has time to write it, and won't AI make us sound like everyone else? The Knowledge System turns a site that lists what you do into one that explains how it all connects, so every new article makes the rest of the site stronger, in your voice.
A shared vocabulary as a Topics collection, multi-reference tags on every content type, templates that assemble their own related sections, JSON-LD generated from the same fields, video fields with parsed chapters, and an AI drafting pipeline with a human approval gate. Native Webflow CMS first; the same model maps to any CMS.
Mission parameters
/systems · 6 deployed
Systems deployed
Open a system to see what it does, why it matters and, in Engineer mode, how it works.
SYS-01
The shared vocabulary
CMS · Topics
What it does
30 to 60 words in six categories name what you do: who you help, your services, how it works, what you watch for, the ideas behind the work, and what you're known for. Every page points to the same words.
Why it matters
Search engines and AI assistants think in named things and the links between them. The same words, repeated across the site, are what make a business read as an authority.
Under the hood
One Topics collection with a Category option and a self-referencing Related Topics field. Every other collection gets a Related Topics [[multi-reference]], so the vocabulary is the spine everything hangs on.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
Tag once, connect everywhere
Multi-reference
What it does
Tag an article, project or service with a few terms and its related sections, topic pages and hub fill themselves. Nothing is linked by hand.
Why it matters
Links written by hand go stale. Links built from tags stay right as the site grows.
Under the hood
Template Collection Lists filtered by "Related Topics contains the current item" build the reverse links natively in the [[CMS]]: no script and no plugin to maintain.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
The Insights library
Filterable · evergreen
What it does
The blog becomes a library of answers, organized by theme instead of date, and every article opens with the short answer.
Why it matters
Question-shaped, answer-first articles are what people search for and what AI assistants quote. Every article you publish later goes into the same library.
Under the hood
An Insights collection with a Primary Theme option, filtered on the page by [[Finsweet]] CMS Filter (deep-linkable with ?theme=). Cards carry no dates; the publish date lives only in the schema.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
Voice Kit + your approval
AI · your review
What it does
A 10 to 15 minute kit captures how you write and talk. AI works as a partner, drafting from it, and you edit and approve every piece before it goes live.
Why it matters
You review a draft that already sounds like you instead of starting from a blank page, and nothing generic goes out under your name.
Under the hood
The kit bundles a writing sample, a voice memo and a few preferences into one file that stays on the client's computer until they send it. It becomes a voice profile every draft is checked against. Drafts land in the CMS as drafts; only the client's approval publishes.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
Video-first entries
Video · chapters
What it does
Paste a video link and a few chapter lines. The page leads with the film, adds chapter jumps and keeps the written version right below it.
Why it matters
People can watch or read, and search engines and AI can read the written twin. A page without a video simply leads with the text.
Under the hood
Video URL, Duration and Chapters fields (one "0:00 | Title" per line). A small init-guarded script turns the lines into chips that seek the player; conditional visibility hides the player when the URL is empty.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
Structured data layer
JSON-LD · AEO
What it does
The same fields that fill each page also write the structured data search engines and AI assistants read.
Why it matters
It tells machines exactly what each page is about and who is behind it, so an answer can point back to your site in regular search and in AI search.
Under the hood
Per-template [[JSON-LD]]: Article on insights, DefinedTerm on topic pages, FAQPage on answers, and one Organization with sameAs site-wide. [[AEO]] is the same discipline as SEO, aimed at answer engines.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
SYS-01
Built for Webflow, portable anywhere
Content model
What it does
It's built natively in the Webflow CMS, but the idea is just topics, entries and the links between them, so it moves to any platform.
Why it matters
Your content strategy isn't locked to one tool. If the site ever moves, the vocabulary, the articles and the connections move with it.
Under the hood
Collections and references in Webflow; a custom post type plus a taxonomy in WordPress; reference arrays in Sanity; a topics list in Markdown front matter. Same three shapes everywhere.
Curious how it works?
Switch Crew level to Engineer for the technical breakdown.
/impact · 5 problems solved
Problems solved
What the site does for the people who run it and the people who visit it.
SolvedFor visitors
Show up when people ask AI
Before
Search engines and AI assistants couldn't tell what the business actually knows, so it rarely came up in their answers.
Now
Name the concepts, connect them to the work that proves them, and publish answer-first text in the business's own words.
Result
The site reads as a defined authority on its topics, for Google and for AI search. It compounds over months of steady publishing; it isn't an overnight ranking switch.
Under the hood
An entity-style vocabulary, internal links built from tags, and [[JSON-LD]] on every template.
SolvedFor visitors
A blog people can actually use
Before
A dated blog feed buries the best answers under last year's news.
Now
A themed, filterable library of evergreen answers, each linked to the service and the work behind it.
Result
Visitors find their answer, then the service that solves it, and book the call.
Under the hood
Dateless cards, [[Finsweet]] CMS Filter with ?theme= deep links, and related rows from shared tags.
SolvedFor visitors
No time to write, and AI sounds generic
Before
Writing takes time nobody has, and AI copy sounds like everyone else.
Now
The Voice Kit captures how the client writes and talks. AI drafts from it; the client reviews, edits and approves.
Result
Content in the client's own voice, without starting from a blank page, and nothing goes live without them.
Under the hood
A voice profile distilled from the kit; drafts saved as CMS drafts; publish only after approval.
SolvedFor visitors
Updates without a developer
Before
Every new article or page used to mean a developer ticket.
Now
Set up once. After that it's one CMS form, tagged once, and the library, topic pages, related rows and schema all update on publish.
Result
Clients save about 12 hours a month by editing the CMS themselves.
Under the hood
Native Collection Lists and bindings only, so there is no code for editors to touch.
SolvedFor visitors
Video that works on the page
Before
Videos lived on YouTube, hard to skim and invisible to the site's search value.
Now
Video-first entries with chapter jumps and a written twin below every film.
Result
People watch or read, and search engines and AI can quote what was said.
Under the hood
Chapters parsed from a plain-text field; the written twin carries the Article schema.
/manifest · what shipped
Mission manifest
Everything this mission delivered, planned and mocked up in Figma first, then built.
Mission · planet
Role
Strategist + designer + developer
Platform · Year
CMS collections
Collections
Mission type
Disciplines
Drag the tags
Mission parameters
Parameters met
Status
Live
Where it lives
/telemetry
By the numbers
12
hours a month clients save by editing the CMS themselves
15
minutes, at most, to fill the Voice Kit once
4
schema types written from the same fields that fill each page
0
drafts published without your approval
/stack · 0 tools
Tools in orbit
Every tool this mission ran on. Pull one out of orbit and let go; it finds its way back.
Hover a tool
Tools in orbit
This project demonstrates
/observatory · from this mission
Observations from this mission
WB-04
·
Why before how
5
min
Plato's cave: what a crawler sees is not what your visitors see
In Plato's cave, prisoners mistake shadows on a wall for the real world. A crawler reading your site is in a similar spot: it often sees only the raw HTML the server sends, not the page your visitors get after scripts run. If your links, titles or content only appear after JavaScript, some machines are reading the shadow. The fix is to put the real thing in the HTML itself.
Philosophy at work
Crawlable links
Search + AI answers