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Case study · Automations and CRM
One dashboard that does the legwork behind a city guide
The private tool behind our city guide: listings, events, articles and the newsletter, prepared automatically and approved by a person.
Travel directory · Santiago, Chile · 2026
Overview
The project
The Santiago Guide is our own English-language guide to Santiago, Chile. Behind the public site sits a private dashboard we built to do the repetitive work: finding places, keeping listings current, gathering events, drafting articles and putting the newsletter together.
It's the same approach we take for clients. Automate the steps that repeat, keep a person on every decision that matters, and keep it all in tools we own. Nothing goes live until someone approves it.
See the public site it runsThe Santiago Guide case study- Client
- The Santiago Guide
- Industry
- Travel directory
- Where
- Santiago, Chile
- Launched
- 2026
Built with
- Next.js
- Supabase
- Airtable
- Apify
- OpenAI
- Beehiiv
- Google Search Console
- (opens full size in a new tab)
Everything that needs a decision, on one screen. - (opens full size in a new tab)
Every stage waits for a yes before the next one runs. - (opens full size in a new tab)
New listings found on Google Maps and filled in automatically. - (opens full size in a new tab)
Seven event sources, gathered in one run. - (opens full size in a new tab)
Shows which listings are due a refresh. - (opens full size in a new tab)
What Google already sends each page, so we fix the right ones first.
The challenge
What stood in the way
Too much to keep up by hand
Hundreds of listings, new events every week, articles and a newsletter. A small team couldn't do it all by hand and keep it accurate.
Information in too many places
Places on Google Maps, events across several ticketing sites, and reader submissions and messages arriving in different ways.
AI drafts fast, and gets things wrong
Anything a machine wrote had to be checked before a reader saw it.
No clear view of what was working
Search data sat in Google Search Console, away from the pages it was about, so choosing what to improve next was guesswork.
What we did
How we fixed it
- 01
Listings found and filled in
The dashboard finds places on Google Maps and fills in the address, directions and reviews, plus a highlight, a caveat and a tip checked against what reviewers said. Nothing reaches the site until it's approved.
- 02
Events gathered in one place
Events from ticketing sites, venues and local listings land in one list, each linked to its venue's own page on the guide.
- 03
Articles in stages, with a yes at each one
Keywords, topics, brief, draft and links each stop for review, so nothing moves on without a person's OK.
- 04
The newsletter, put together for us
It collects the week's events and news, shortlists the best and drafts short blurbs. We edit and approve, and it sets up the draft ready to send.
- 05
One queue for everything readers send
Submissions, suggestions and messages from the site arrive in one place. Approving a new place adds it to the guide's records, ready to publish.
- 06
Google data, every day
Search Console figures sync automatically each morning, and the dashboard flags the pages worth improving next.
Results
What changed
- To research a new listing, down from 3 hours
- 10 sec
- To put a newsletter together, down from 4 days
- 30 min
- Event sources gathered into one list
- 7
- Pages published without a person's approval
- 0
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