Webflow Audit, SEO & Site Speed for Library Tech Company Tech Logic
I led this engagement through Bzen Digital as Tech Logic's ongoing Webflow consultant. Their Director of Marketing reached out in late 2022: the site was already on Webflow, but navigation was confusing, key pages broke on mobile, and the team knew a DIY fix wasn't going to get them where they wanted to go. What started as a fix-it project became a monthly retainer from 2023 into 2025.
I started with a full audit: a UX review of the front end, a look at the site's health and structure behind the scenes, and an SEO audit that turned up 223 issues across 49 pages, from duplicate and too-short title tags to missing H1s and meta descriptions. That audit became our roadmap.
The biggest usability problem was tabs. Product details were hidden behind stacks of tabs that were hard to use on a phone. I replaced them with clear sub-navigation and anchor links, and gave each product line its own page: self-checkout, holds pickup lockers, shelf management, staff workstations, security gates, RFID tagging and the totalAMH sorting system. I rebuilt the About, Contact and News & Insights pages, made the blog templates fully mobile-friendly so the team could publish on their own, added a Careers page and a custom 404, and had the foundational work done in time for the ALA Annual conference, the industry's biggest trade show.
From there we kept improving month by month. I designed a refreshed type system in Figma (Poppins for headings, DM Sans for body text) and rolled it out across the site, then cleaned up and consolidated the Webflow style classes so the site is easier to maintain. I built CMS-driven sections for customer testimonials, an upcoming events feed that hides itself when there are no events, a Success Stories collection, and related blog posts on every product page. I also set up gated product catalog and architect's kit downloads and wired the contact and newsletter forms into the team's lead intake process.
SEO ran through the whole engagement: unique title tags and meta descriptions, keyword research for library technology terms, page-by-page keyword targets, and a new URL structure that moved every product page into a /library-tech/ folder with keyword-rich slugs and redirects. Later, I optimized the site's images by converting them to WebP to speed up load times.
Tech Logic now ranks at the top of Google for the searches its buyers actually make. Across tracked keywords, the site's average position improved from 39 to 13.5. Its self-checkout page climbed from position 51 to #2 for "library self-checkout" and from 47 to #3 for "library self checkout". Its shelf management page went from #8 to #1 for "rfid wand", and its RFID article ranks #2 for "rfid in the library". The holds pickup locker page, which didn't rank at all before, now shows up for "library lockers".
Behind those rankings is a cleaner site. Within the first six months, SEO issues dropped from 223 to 71 and the on-page SEO score climbed from 54 to 69. Every product page now has a target keyword, an optimized title and description, and a clean URL that tells Google and library buyers exactly what's on the page. The image optimization pass cut desktop load time from about 8.5 seconds to under 3 seconds and raised the desktop Google PageSpeed score from 75 to 85.
Just as important, the site is easier to run. Product pages are organized and mobile-friendly, and testimonials, events, success stories and blog content all live in the Webflow CMS, so Tech Logic's marketing team can publish and update content on their own.
