Reference build · teardown
The integrator site, built the way it should be built.
Meridian is a working site you can click through, submit forms on, and inspect the source of. Every pattern we bring to a Cwell build — brand-certified pages, case study schema, trade-partner funnels, GHL-wired forms, structured content — is already running there in production.
Reference-grade integrator site · built by Cwell Marketing
The problem
Most custom-integrator websites don't sell the work the business actually wants.
Walk through the typical custom integrator's website and you'll find the same three failure modes repeated over and over: a homepage that could belong to any trade (HVAC, roofing, pool service, smart home — all interchangeable), service pages that list equipment instead of outcomes, and a contact form that drops leads into an inbox no one systematically watches.
Meanwhile the competition — Best Buy, Costco's installer network, national franchises, and the fast-growing DIY crowd — shows up in search with slick, conversion-optimized pages that undercut the integrator's positioning before a prospect even clicks.
The result: integrators building genuinely great $150k+ projects get benchmarked against $5k soundbar installs. Referrals carry the pipeline, the website is dead weight, and growth is capped by the pace of word-of-mouth.
The approach
Design the site around how a $150k+ integrator project actually gets sold.
A luxury-tier integrator project isn't sold on a product spec sheet. It's sold on trust, on evidence of craft, on room-by-room storytelling, and on technical credibility that a homeowner, builder, or architect recognizes on first read.
Meridian was designed around that conversation — not around showing off equipment. Every page answers a specific question a high-intent prospect is asking, and every form is wired end-to-end into GHL so nothing falls through the cracks.
Rooms & scenes, not product categories
The site is organized around how a homeowner actually talks about what they want — 'a dedicated theater,' 'whole-home audio,' 'a rack room that doesn't look like a rack room' — not by brand or category.
Brand-certified credibility
Dedicated pages per brand (Control4, Crestron, Savant, Lutron) demonstrate dealer standing in language that designers and builders recognize instantly. SEO-wise, each page is its own competitive moat.
Trade-partner funnels
Builders, architects, and designers get their own entry points with forms tuned to project specs and pre-wire takeoffs — a totally different conversation than a homeowner form.
Structured case studies
Every portfolio project lives as structured data (problem → approach → deliverables → tech stack → outcomes), so new case studies slot in without design work and carry schema.org markup.
GHL-native automation
Every form dispatches into the integrator's GHL sub-account with source tags, UTM custom fields, and an opportunity in the right pipeline stage. No Zapier, no glue code, no dropped leads.
What shipped
Deliverables
10+ pages of content-as-data
Home, services, brand pages, rooms, case studies, about, process, pricing, contact — all structured data editable by updating a typed TypeScript file, not a WYSIWYG.
Brand pages with schema
Dedicated landing pages for Control4, Crestron, Savant, and Lutron with JSON-LD `Brand` + `Service` schema so each shows rich results for dealer-specific queries.
Case study schema
A reusable structured-data template for every project — problem, approach, deliverables, tech, outcomes — with optional before/after metrics and testimonials.
Trade-partner funnels
Builder / architect / designer pages with forms tailored to pre-wire takeoffs, spec submissions, and project collaboration — each tagged separately in GHL.
GHL-wired forms, every one of them
Every form routes through a server-action dispatcher into GHL's LeadConnector v2 API — contact upsert, tag application, custom fields, and opportunity creation on the correct pipeline stage.
Technical SEO baseline
Sitemap, robots, JSON-LD (LocalBusiness + Service + Brand + Article + Breadcrumb + FAQ), dynamic OG images, manifest, icon set, and Core Web Vitals green.
The results
What Meridian proves today — and what comes next.
As a reference build, Meridian's current value is in the quality and reproducibility of the asset itself. Every prospect can click through, inspect the experience, and stop imagining what Cwell would deliver. Once Meridian goes fully in-market with paid traffic and Local SEO attached, we'll update this case study with live pipeline data.
- Pages live
- 10+
- Time to first interactive
- < 1.2s
- Forms wired into GHL
- 100%
- Content editable via code
- 100%
- Next.js / React / Tailwind
- 16 / 19 / 4
Including 4 brand pages + structured case studies
Production (Railway + Railpack)
Contact upsert + opportunity creation, end-to-end
Content-as-data; no WYSIWYG coupling
Server components + server actions
- Cwell prospects can click through a complete reference implementation instead of imagining deliverables
- Every pattern — brand pages, case studies, trade-partner funnels, GHL-wired forms — is proven in production before it ever ships to a client
- New Cwell builds start with a vetted architecture, compressing week-1 discovery and eliminating integration guesswork
Pending
Live pipeline metrics (qualified leads, cost per qualified lead, conversion rate by service) will be published here once Meridian enters paid distribution.
Tech stack
What it's built on
Framework
- Next.js 16 (App Router)
- React 19
- TypeScript 5
- Tailwind CSS v4
CRM & automation
- GoHighLevel / LeadConnector v2 API
- Server-action form dispatcher
- Opportunity pipeline routing
Content
- Content-as-data (typed TS)
- Structured JSON-LD
- Dynamic OG images
Infra
- Railway
- Railpack (Node 22)
- GitHub CI
Analytics
- GA4 + Google Ads conversion events
- UTM + referral tracking
- Consent-driven event firing
Want a teardown of your own site — and a plan to rebuild around the same patterns?
Book a 30-minute strategy call. We’ll come ready with an opinion on your pipeline, your site, and what a 90-day plan looks like.