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Over the last 48 hours, I designed, built, and automated a local business directory from scratch—and today, I’m going to break down exactly how I did it so you can replicate the process for any niche or market you want. Whether it’s running, baking, or connecting local businesses, building a directory can be simple, valuable, and packed with growth opportunities.

In this post, I’ll cover:

• Why you should build a business directory.
• What no-code tools to use.
• How to build your directory website.
• How to organize and sync your data.
• How to populate it with high-quality information.
• How to add powerful search and filtering features.
• How to monetize your directory.

By the end of this guide, you’ll have a clear step-by-step roadmap to create your own directory website—whether you’re launching it as a business or a passion project. Let’s get started with why building a directory is such a game-changer.

Why Build a Local Directory Website?

Alright, let’s get straight to it—I didn’t start The Running Directory because I love playing with spreadsheets (though Airtable is kind of fun). I started it because I love running, and I wanted to make it easier for other people to get into this awesome sport.

Running has been life-changing for me. It’s not just about staying fit (though that’s a bonus), but it’s also a way to travel, meet amazing people, and discover new places.

But here’s the exciting part: creating a local directory isn’t just about building nice websites. It’s can also be a huge business opportunity. Let me break it down.

3 Reasons to Build a Local Directory

1. Help Your Community

Think back to when you were new to a hobby - what challenges did you have that you wish you had answers to. In my case: Where do I find races? How do I join a running club? What gear do you even need?

A directory like can become the one-stop shop that answers all those questions. It makes life easier for people and helps them fall in love with running—just like you did.

2. Build Trust and Connections

When you’re the person helping others find their next race or meetup, you’re not just sharing information—you’re building trust. Trust leads to connections, and connections open doors.

Every time someone visits your site and finds something helpful, you’re becoming a trusted part of their running journey.

3. Create Business Opportunities

I spent so much money last year on running shoes, gels, race fees, and physios. Runners are a passionate (and spendy) bunch.

By creating a resource like The Running Directory, you can connect with businesses in the space. Think partnerships with race organizers, running gear stores, or brands that make energy gels. Once you’ve earned the trust of the community, the business opportunities will start coming to you.

In short, there a gazillion reasons why you should consider building a directory for your niche, but how?

No-Code Tools to Build a Local Directory Website

Here’s the great thing: you don’t need to know how to code or spend months building. With the right tools, you can create a directory in no time. These are the tools I used to build The Running Directory in just 48 hours:

1. Webflow

Webflow is your website builder. It’s where you’ll design and host your site, with no coding required. It also has a built-in CMS (Content Management System) for managing dynamic content like race listings or running clubs.

2. Airtable

Airtable is your database. It’s where all the details about races, clubs, and locations live. You can organize your data, automate calculations (like a countdown to race day), and keep everything in one place.

3. Whalesync

Whalesync is the tool that connects Airtable to Webflow. Add or update a record in Airtable, and Whalesync will update your Webflow site automatically. It works both ways, so any changes you make in Webflow will sync back to Airtable.

Related: For intro into Whalesync, check out my tutorial where I explain two-way syncing between Webflow and Airtable

4. Relume Components

This is a huge time-saver. Relume offers pre-built Webflow components that let you drag, drop, and customize your site’s design without building everything from scratch.‍

Related: For intro to Relume check out my review of the Relume AI Site Builder

5. Finsweet Attributes (CMS Filter)

Filters are a must for directories. Finsweet CMS Filter lets users search by location, date, or type of event (e.g., trail runs vs. road races). It makes your site intuitive and user-friendly.

How to Build Your Directory Website with Webflow

Webflow is the foundation of your directory. It’s a no-code tool that lets you create functional websites without writing a single line of code. Here’s how I used it:

Start with These Four Key Pages

When building The Running Directory, I kept it simple and focused on just four essential pages:

1. Homepage: Welcomes users and helps them navigate to the races or clubs section.
2. Races Listing Page: A page with search and filter functionality to display upcoming races.
3. Clubs Listing Page: Similar to the races page but focused on local running clubs.
4. Contact Page: Includes a form where users can suggest new races or clubs.

Leverage Webflow CMS for Dynamic Content

Webflow’s Content Management System (CMS) lets you create dynamic pages for your directory. For example:

• A CMS collection for races automatically generates a race card and details page whenever you add a new event.
• The same goes for clubs—add a club to your CMS, and Webflow will create a listing for it.

If you want to learn about leveraging the Webflow CMS, you should also check out my Landing Page Engine Course, where I break down how you can leverage automation and the Webflow CMS to build thousands of landing pages.

Save Time with Relume Components

Relume Components made designing the site super fast and easy. These pre-built blocks allowed me to drag and drop high-quality sections and customize them to fit my brand.

Prioritize Mobile-Friendly Design

Most of your users will likely access your directory from their phones. I made sure every page looked clean and functional on smaller screens.

How to Organize Your Directory’s Data with Airtable

Airtable is the brain of your directory. It’s where all your data lives and where you’ll manage it for easy updates.

Set Up Key Tables

Here’s how I structured my Airtable base:

1. Races Table: Includes fields for name, date, location, images, and registration links.
2. Clubs Table: Contains details like club names, meeting times, descriptions, and links.
3. Cities and Provinces Table: Ensures consistency across your data for filtering and linking.

Add Useful Formula Fields

Formula fields can make your directory dynamic and user-friendly. For instance:

• Countdown to Race Day: Automatically calculates how many days are left until each event.

Keep Data Clean and Consistent

Use dropdown fields for repetitive data like city names to avoid typos. Regularly review your data to ensure accuracy.

How to Sync Data Between Airtable and Webflow with Whalesync

Manually copying data between Airtable and Webflow is a nightmare. That’s why I used Whalesync to automate everything.

How Whalesync Works

• Connect your Airtable base to your Webflow CMS.
• Map fields between Airtable and Webflow (e.g., race date in Airtable matches the race date field in Webflow).
• Enable bidirectional sync, so updates in either Airtable or Webflow reflect in real-time.

Set Up Filters for Better Control

I added a “Status” field in Airtable (e.g., Active, Draft) and synced only active records to Webflow. This let me control what was visible on the live site without cluttering my CMS.

How to Find and Populate Data for Your Directory

Now that your Airtable and Webflow are synced, it’s time to fill your database with high-quality information. Here’s how I approached it:

1. Start with Obvious Sources

• Social Media: Many running clubs and races have Instagram profiles or Facebook pages. These often include meeting times, locations, and links in their bios.
• Event Websites: Search for race directories or event platforms in your niche. A quick search for “running races in Canada” can uncover tons of leads.
• Local Communities: If you’re part of the community, ask runners, event organizers, or clubs for recommendations.

2. Use Airtable Web Clipper

The Airtable Web Clipper is a browser extension that saves time. I used it to clip race names, bios, links, and profile images directly from Instagram or websites into Airtable.

3. Enrich the Data

Once I had the basics, I added more details:

• Registration links for races.
• Meeting times and locations for clubs.

4. Focus on Quality Over Quantity

For the first version of The Running Directory, I prioritized fewer but well-detailed entries over a massive, incomplete list.

5. Keep Expanding Over Time

A contact page on my site let users suggest new races or clubs, helping me crowdsource data while connecting with the community.

How to Make Your Directory Interactive with Finsweet CMS Filter

A directory is only as good as its usability. Imagine having a fully populated site but no way for users to quickly find the information they need. That’s where Finsweet CMS Filter comes in—it’s a no-code solution that lets you add search and filtering functionality to your Webflow site.

Here’s how I used Finsweet CMS Filter to make The Running Directory more user-friendly:

Step 1: Install Finsweet Attributes on Your Webflow Site

Adding Finsweet Attributes to your Webflow project is easy:

1. Go to your Project Settings in Webflow.
2. Navigate to the Custom Code section.
3. Paste the Finsweet Attributes script into the Footer Code box.

This script powers the filtering and searching functionality on your site.

Step 2: Tag Your CMS Collection and Filters

Finsweet works by tagging specific elements on your Webflow site. You’ll need to tag:

• CMS List: Add the attribute fs-cmsfilter-element="list" to the CMS collection you want to filter (e.g., races or clubs).
• Filters: Add attributes like fs-cmsfilter-element="filters" to dropdowns, buttons, or input fields you want to use as filters.

For example, if you’re filtering by race type, you’d tag your dropdown as fs-cmsfilter-field="type".

Step 3: Test Your Filters

Once everything is tagged, publish your Webflow site and test the filters:

• Select a filter option (e.g., 5K races) and see how the results update.
• Try searching by keywords to ensure your search bar works correctly.

If anything isn’t working, double-check your tags and make sure they align with your CMS fields.

Step 4: Add Advanced Features

Once the basics are in place, you can enhance your filters to improve usability:

• Multi-Select Filters: Let users filter by multiple options at once (e.g., 10K + Trail Run).
• Dynamic Tags: Add clickable tags to each listing (e.g., “10 Days to Go” or “Weekly Meetup”).

How to Monetize a Local Directory Website

When I launched The Running Directory, my main focus wasn’t on making money right away. Instead, I wanted to create something truly valuable—a resource that runners would find useful and trust. By starting with that mindset, you set yourself up for plenty of monetization opportunities down the road. Let me walk you through how I’m approaching this and how you can too.

1. Start for Free, Add Value, and Keep Your Options Open

Your first priority should be building a resource people love. In the early days of The Running Directory, I focused entirely on creating a database that was accurate, easy to use, and genuinely helpful.

By making the site free and valuable, you build trust with your audience and establish yourself as an authority in the space. Once you’ve built that trust, monetization opportunities will naturally follow.

2. Offer Services Targeted at Your Key Audience

One way to start generating revenue early is by offering services to the people already using your site. For example, I added a note to the bottom of my site that event organizers can contact me if they need help with paid ads or event marketing.

This strategy lets you monetize your skills without relying on the core functionality of the site itself. Plus, it’s a great way to build relationships with key players in your niche.

3. Expand the Database with Adjacent Services (Future Plan)

As The Running Directory grows, I’m planning to expand the database to include services that runners are always looking for, like:

• Running Coaches: Helping runners connect with local or virtual trainers.
• Physiotherapists: Listings for professionals who specialize in treating running injuries.
• Recovery Services: Including massage therapists or recovery tools.

These additional categories will not only attract more users but also open the door for paid listings or partnerships with service providers.

4. Add Affiliate Links and Partnerships with Businesses (Future Plan)

Affiliate marketing and partnerships are another natural way to monetize. For instance, you could partner with brands or stores that sell running gear, energy gels, or race-day accessories.

By including affiliate links on your site, you earn a commission whenever someone makes a purchase through your referral. Similarly, you could work directly with brands to feature their products or services on your site.

If there’s one takeaway here, it’s this: focus on making your directory as valuable as possible. Don’t rush into monetization—build trust, add value, and create something people genuinely love. When you do that, the opportunities to monetize will find you.