J.M. Field Website Rebuild
A ground-up rebuild of jmfield.com for a fulfillment, printing, and marketing company in Fort Lauderdale, FL. Live in production on Astro SSR with a Node server behind Cloudflare, mobile PageSpeed lifted from 64 to 89, hero-video LCP tuning, bilingual Spanish pages, and full Schema.org local SEO.
Project Overview
J.M. Field is a Fort Lauderdale-based fulfillment, printing, and marketing company with a long-established web presence. This project replaced the aging site with a ground-up rebuild of jmfield.com on Astro SSR, server-rendered from a Node process behind Cloudflare. The goal was a fast, maintainable, bilingual site with a strong technical SEO foundation, shipped to production rather than left as a preview.
The work began with a design exploration phase: more than 20 distinct homepage concepts were built as live, browser-ready pages so the client could compare real typography, color, and layout instead of static mockups. That surfaced creative options a single-concept pitch would never reach and let the client commit to a direction with confidence before development resources went into one path. Once a direction was chosen, the full site was built as Astro pages and components and moved into production.
Performance was a first-class requirement. Mobile PageSpeed rose from 64 to 89 by server-rendering the markup, deferring non-critical JavaScript, and treating the hero video correctly: the Largest Contentful Paint element is a real poster image with high fetch priority while the video itself is preloaded lazily and started after load and idle, with reduced-motion and save-data fallbacks. A separate Cloudflare JS-detections setting that was silently inflating mobile CPU time was identified and turned off. The result is a site that paints fast on a phone instead of stalling on a heavy autoplay video.
Bilingual delivery is built into the architecture, not bolted on. Key service and conversion pages exist in parallel English and Spanish versions with a consistent URL structure, hreflang relationships, and localized Schema.org data, serving Fort Lauderdale's significant Spanish-speaking market. Every page ships LocalBusiness, Organization, Service, and BreadcrumbList structured data so the site enters search with a clean technical base. Deployment is zero-touch: a bare git repository on the office Synology NAS acts as the origin remote, and a post-receive hook builds and restarts the Node SSR service on the production box, so a single git push goes live with no manual file transfers.
Key Features
Astro SSR in Production
jmfield.com is live and server-rendered from a Node process behind Cloudflare, not a static preview. Fast first paint with fully crawlable, pre-rendered HTML.
Mobile PageSpeed 64 → 89
Server rendering, deferred JavaScript, and a corrected hero-video LCP path lifted mobile PageSpeed from 64 to 89 on the real production URL.
Hero-Video LCP Tuning
The LCP element is a high-priority poster image; the video preloads lazily and starts after idle, with reduced-motion and save-data fallbacks so it never tanks mobile load.
Spanish Bilingual Pages
Parallel English and Spanish versions of key service and conversion pages with consistent URLs, hreflang relationships, and localized schema for Fort Lauderdale's bilingual market.
Zero-Touch Git Deploy
A bare git repo on the office Synology NAS with a post-receive hook builds and restarts the Node SSR service on push, so a single git push ships to production.
Schema.org & Local SEO
Full structured data on every page: LocalBusiness, Organization, Service, and BreadcrumbList with Fort Lauderdale geographic targeting.
