Grupo Tenerife - Rebuilding a Construction Materials E-Commerce Platform

The Challenge

Grupo Tenerife, a Mexican company that sells stone, speed bumps, wood, and other construction materials, had a website that could not keep up with the demands of their business. With a catalog of over 10,000 products, the existing site struggled with performance, discoverability, and user experience. Products were difficult to browse, the search and filtering capabilities were limited, and the site lacked proper SEO structure to attract organic traffic.

A major pain point was the product management workflow. Updating product information required manual effort across disconnected systems, leading to outdated listings, pricing errors, and a significant operational burden on the team. The website also lacked a digital quotation process, forcing potential buyers through slow, offline channels to get pricing information.

The Solution

The project was executed in two distinct phases. The first phase focused on SEO research, strategic planning, and the complete redesign of the website in Webflow. The second phase tackled the complex challenge of migrating over 10,000 products from Grupo Tenerife's internal database and building automated systems to keep everything in sync.

SEO Research and Strategic Planning

Before writing a single line of code, the team invested significant effort into understanding the competitive landscape and search behavior in the construction materials sector. The SEO specialists — Marc Pitart and Eloy Giles — conducted thorough keyword research, competitor analysis, and content gap identification. Their research directly informed the information architecture, URL structure, and content strategy for the new website. On my end, I ensured the website met all the technical SEO standards necessary for strong search performance: proper metadata implementation, optimized load times, correct heading hierarchy, structured data, and overall Core Web Vitals compliance.

Website Redesign and CMS Architecture

We rebuilt the entire website from the ground up in Webflow, using the Client First framework for scalability and maintainability. A critical part of this phase was planning the CMS schema — defining how products, categories, and content would be structured in Webflow's CMS to support the complex catalog while remaining easy to manage.

The new design focused on clarity and ease of navigation, transforming a cluttered product catalog into a clean, professional experience that reflects Grupo Tenerife's position in the construction materials market.

Reactive Product Loading with Finsweet

To handle the large volume of products without sacrificing performance, we implemented reactive programming techniques using the Finsweet API. This allowed us to load products dynamically, enabling fast browsing and filtering without full page reloads. Users can now navigate through thousands of products with instant search results and real-time category filters, creating a smooth and responsive shopping experience.

Product Database Migration and Sync System

The second phase centered on one of the most technically complex aspects of the project: migrating over 10,000 products from Grupo Tenerife's internal database to Webflow CMS, and keeping them synchronized over time.

We built a custom synchronization system using Google Apps Script and a scheduled CRON job. This system reads product data from the internal database, transforms it to match the Webflow CMS schema, and programmatically creates or updates products through the Webflow API. The CRON job runs on a regular schedule, ensuring that any changes in pricing, availability, or product details are automatically reflected on the website without manual intervention.

Custom Quotation Flow

We designed and built a custom pre-quotation system that integrates directly with Grupo Tenerife's sales pipeline. Instead of forcing users to contact the sales team through traditional channels, the new system allows visitors to build a quotation request directly from the product catalog. This captures high-intent leads with detailed product interest data, making the follow-up process more efficient for the sales team and the buying experience smoother for the customer.

Complex Categorization System

With a catalog spanning stone, speed bumps, wood, and many other construction materials, we developed a robust categorization system that organizes products across multiple dimensions. This system supports hierarchical categories, cross-category tagging, and dynamic filtering — allowing users to find exactly what they need regardless of how they approach the search. The categorization also feeds directly into the SEO strategy, creating well-structured landing pages for each category and subcategory.

Analytics and CRO Implementation

We implemented comprehensive analytics tracking with a specific focus on Conversion Rate Optimization (CRO). Every significant user action was instrumented — from product views and search queries to quotation submissions and category navigation patterns. These events were configured to provide actionable indicators that the team can use to identify friction points and optimize the conversion funnel over time.

Performance Optimization

Website performance was a key priority throughout the project. Through careful optimization of assets, code, and loading strategies, we achieved a dramatic improvement in Core Web Vitals scores. The final scores reached approximately 95 out of 100, representing an increase of over 40% compared to the original site. This improvement directly impacts user experience, search engine rankings, and overall conversion rates.

Client Training and Handoff

The project concluded with a comprehensive training program for the Grupo Tenerife team. We covered Webflow fundamentals, the Client First framework, Finsweet tools, and the self-management of the product synchronization system. This ensured that the client could independently maintain, update, and grow their website without relying on external development support.

The Results

The new website transformed Grupo Tenerife's digital presence. The combination of professional design, fast performance, and intelligent product organization created a platform that truly represents their position in the Mexican construction materials market.

Operational Efficiency: The automated synchronization system eliminated the manual product management burden entirely. Over 10,000 products now stay up-to-date automatically, freeing the team to focus on sales and customer relationships instead of data entry.

Enhanced User Experience: The reactive product loading, advanced filtering, and custom quotation flow created a modern e-commerce experience that makes it easy for buyers to find products and request pricing — turning the website into an active sales tool.

SEO and Performance Foundation: With Core Web Vitals scores near 95/100, proper metadata, and a technically sound architecture, the website provides a solid foundation for the SEO strategy defined by the specialists. The structured categorization system creates natural landing pages that serve both users and search engines.

Analytics-Driven Growth: The comprehensive event tracking provides the team with the data they need to continuously optimize conversions and understand user behavior, setting the foundation for ongoing, measurable improvements.

Client Satisfaction: The Grupo Tenerife team expressed their satisfaction with the results on multiple occasions throughout the project. The training and handoff process ensured they felt confident managing their new platform independently, marking a successful conclusion to a complex and ambitious engagement.