Fortune
Fortune is a leading practice management and executive coaching firm serving dentists, veterinarians, and medical practitioners across North America since 1989. Their platform supports business growth and personal development through coaching services, training programs, events, and educational resources, making the website a central hub for discovery, engagement, and conversion.
Project Overview
Project Type
Enterprise Websites
Date
09/2025
Role
Senior Webflow Developer
Scope
CMS Architecture, CRM Integration, Dynamic Content Systems
Overview Summary
Dynamic Color System
Webflow Variables enabling centralized brand color control across all UI elements, supporting future theme adjustments without manual updates.
Creative Brand Accents
Subtle textures, patterns, and visual motifs applied throughout sections to enhance practice personality while maintaining professional credibility.
Modular Template Architecture
Reusable sections supporting consistent brand application across hero areas, services, testimonials, and calls-to-action, designed for expansion across multiple pages or marketing campaigns without structural redesign.
Overview Summary
The Challenge
Fortune required a scalable website capable of supporting 100+ coach profiles, multiple coaching services, recurring national events, franchisee landing pages, and an extensive video library, while maintaining performance standards. With seamless CRM integration required for coach contact forms and event registrations, and plans to expand franchisee networks and service verticals, Fortune needed an architecture that could scale without structural rebuilds.
Objectives
- Build a flexible CMS architecture to support services, coach profiles, events, and resources
- Enable non-technical teams to manage content independently
- Create scalable content relationships across coaches, franchisees, specialties, events, and resources
- Develop CMS-based landing pages for national franchisees
- Integrate CRM workflows through web best practices
- Future-proof the platform for continued growth across North America
Solution
I implemented a CMS-driven system designed to organize Fortune's complex content ecosystem. Built interconnected collections that allowed coaches to connect to specialties, franchisees, events, testimonials, and resources. Created specialty service pages dynamically linked to relevant events and coaches. Developed franchisee landing pages with partner-specific content managed entirely through CMS fields. Integrated CRM workflows for coach contact forms and event registrations. Implemented a custom JavaScript solution for YouTube videos that maintained site speed while displaying multiple videos through dynamic popups.
Key Features
- Dynamic Coach System: 100+ coach profiles automatically connected to specialties, franchisees, events, and testimonials through multi-reference fields.
- Scalable Franchisee Pages: Partner landing pages assembled from CMS entries with location-specific content and coaching teams.
- Integrated CRM: Align the CRM deliverables with production ready assets for the web team.
- Integrated Event Platform: Date-driven event system with CRM-connected registration forms for camps, training programs, and conferences.
- Performance-Optimized Video Library: Custom JavaScript implementation for YouTube videos maintaining site speed while supporting multiple video displays through dynamic popups.
- Connected Resources Hub: Blogs, podcasts, webinars, and ebooks linked to relevant coaches and specialties for improved content discovery.
Results
Created a scalable platform supporting 100+ coaches, multiple service verticals, and franchisee expansion across North America. Non-technical teams gained complete content autonomy, publishing coach profiles, events, and resources independently. CRM integration streamlined lead capture and event registrations. The interconnected CMS architecture enabled content relationships that improved discovery and conversion pathways while maintaining performance standards across complex content volumes.
