Florence UK · website design & development in Framer

Florence is a UK-based company offerring easy-to-use workforce management tools for health and care organisations.

The team wanted a refreshed digital presence that better reflected their evolving brand, while also moving to a platform — Framer — that their marketing team could fully manage without ongoing developer support.

Leading the entire website design and dev project, I was responsible for:

Leading the full website redesign — translating Florence’s visual identity into a scalable design system and reusable component library built directly in Framer.

Developing over 100 static pages — with a strong focus on responsiveness, accessibility, and Core Web Vitals performance across desktop, tablet, and mobile devices.

Migrating 600+ CMS items over 20 collections — including blog content, resources, and academy pages, while preserving SEO through structured data, redirects, and careful URL mapping.

Integrating the complete marketing stack — including HubSpot forms, analytics tooling, cookie consent, and other third-party integrations required by the marketing team.

Training the marketing team — enabling them to confidently manage content, publish new pages, and iterate on the site independently within Framer.

Maintaining SEO continuity during migration — ensuring rankings and organic traffic remained stable throughout and after launch.

The entire project was completed on a tight deadline of just 5 weeks from kickoff to launch, and the site is now live here: https://www.florence.co.uk/