Animation Optimization & CWV Fix for Webflow Membership Site

The Challenge

Project Overview

Premium Ghostwriting Academy runs their membership and course platform on Webflow. They needed to pass Core Web Vitals to improve search visibility and user experience.

The Webflow site had heavy custom animations, large media files, and third-party embed scripts that were dragging down Core Web Vitals scores. The join page was particularly critical as it drives conversions.

The Goals

Goals & Objectives

The primary goal of this project was to improve Google's Core Web Vitals, site speed, and overall user experience and usability.

Our primary goals were to:

• Reduce mobile LCP below 3s
• Improve mobile FCP below 2s
• Improve join page conversion performance

The Solution

Our Approach

A systematic, step-by-step process tailored to Premium Ghostwriting Academy's needs.

1. 1

   CWV Audit

   Identified specific Core Web Vitals failures across key pages.

2. 2

   Media Optimization

   Compressed and resized images and videos for faster loading.

3. 3

   Animation Refinement

   Optimized Webflow animations to reduce layout shifts and interaction delays.

4. 4

   Script Management

   Deferred non-essential third-party scripts.

5. 5

   CWV Validation

   Validated passing scores using real user data from CrUX.

The Results

Outcomes

Core metrics that improved over the duration of the project.

• 73% Mobile LCP Reduction. Mobile LCP dropped from 9.5s to 2.6s.
• 63% Mobile FCP Reduction. Mobile FCP improved from 5.1s to 1.9s.
• 70 Mobile Perf Score. Mobile performance score reached 70, up from a failing state.

Lessons

Key Takeaways

• Webflow animations need careful optimization to avoid CLS and INP issues.
• Conversion pages should be the highest priority for speed optimization.
• Webflow sites can absolutely pass Core Web Vitals with the right approach.