Most Web sites offer loosely-coupled services where the role of the site is almost restricted to be a front-end for service enactment. If the number of services is large, the designer should struggle to provide a sense of coherence and unity among the services that can be accomplished through the site. This endeavour is similar to business process automation, which are traditionally achieved through the use of workflow management systems. The difference stems from workflows working at the back-end (i.e. it normally implies database-level or API-based integration) whereas now the integration is achieved at the front-end. So far, these aspects are directly hard-coded and scattered around HTML pages. This hinders not only development, but most importantly, the maintenance and evolution of the site. This work investigates how traditional workflow concepts can be redefined in terms of front-end notions.