The show
Theatre, opening and closing dates, schedule, genres, cast and ticket link. The last performance is required, so the listings know when a show leaves.
Broadwayfina
A custom WordPress site for the musical-theatre outlet behind @broadwayfina: month-by-month listings, a guide to 64 Buenos Aires theatres and interactive seat maps, designed and built from scratch so the team publishes every premiere on its own.
61
musicals published, each with its own page
64
Buenos Aires theatres with directions
2 weeks
from first commit to live site
100
Lighthouse SEO score at launch
01 – The challenge
Five years of audience on TikTok and Instagram, and a website that had been left behind.
Broadwayfina has covered musical theatre in Spanish since 2021, with a community built on short videos. The previous site had been abandoned, so every question about what is on this month, where a theatre is or which seat to buy ended up in the comments with no page to send people to.
- 01 The listings changed every month and had nowhere to live.
- 02 Questions about theatres and seats were answered one comment at a time.
- 03 Search engines had nothing to index between one video and the next.
- 04 The team needed to publish each premiere on its own, without calling a developer.
The content model
Every listing is built from connected data
The venue
Address, neighbourhood, how to get there and, when Fina has one, her seat guide. From Avenida Corrientes to the off circuit.
The filter
Twelve genres with their own page and a filter in the listings, so a reader goes straight to comedy, rock or family musicals.
The review
News and reviews in the classic editor, with the TikTok or Instagram video review playing inside the page.
Publishing a premiere means filling in one form. The monthly listings, the theatre page and the genre page update on their own.
02 – What we built
A site that feels like opening night, built for the team to edit.
Design from scratch
A marquee identity with curtain intro, stage lights and its own type system, designed first and then built page by page against the design.
Month-by-month listings
Premieres and shows still running, sorted by date, with a page for each month. A show leaves the listings by itself after its last performance.
Theatre guide and seat maps
A map of Avenida Corrientes by street number and interactive seat maps per theatre: the series readers ask for most, now living on the site.
19 custom blocks
Every section of the home and the pages is a native Gutenberg block, so the team edits and reorders content without touching code.
- WordPress
- Custom theme
- ACF
- Gutenberg blocks
- Yoast SEO
- llms.txt
- GitHub Actions
03 – Results at launch
The whole Buenos Aires musical scene on one site, with clean technical scores from day one.
61
Musicals published
Current shows, upcoming premieres and past seasons, each on its own indexable page.
64
Theatres in the guide
Address, neighbourhood and directions for every venue, commercial and independent.
100
SEO and Best Practices
Lighthouse scores on mobile and desktop, measured in October 2026.
0
Layout shift
A CLS of 0: nothing moves while the page loads, even with the curtain animation.
04 – Under the hood
Ready for search engines and AI assistants, and handed over with training.
The theme writes SEO text for every show and theatre from its own data, and serves a live llms.txt with the day’s listings so assistants like ChatGPT can read what is on in Buenos Aires. Every push to GitHub deploys to Hostinger automatically, and Fina had a one-to-one session on running the site herself.
- SEO on every page Titles, descriptions and TheaterEvent schema built from each show's data, so Google can show performances, plus a sitemap with musicals and theatres.
- Live llms.txt An up-to-date summary of listings, theatres and reviews for language models.
- Social inside the site TikTok and Instagram feeds on the home and video reviews playing inside each article.
- Automated deploys GitHub Actions builds the blocks, checks the code and publishes to Hostinger on every push.
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