Enterprise Website Redesign

Impact

• Migrated a high‑traffic enterprise website (~15k daily views) without SEO loss
• Reduced technical debt from legacy Razor templates
• Enabled marketing teams to build pages without developer support
• Introduced modular component architecture for scalable content management
• Improved maintainability, accessibility, and front‑end performance

Context

The legacy website was built on Umbraco CMS using Razor-based .NET MVC templates. Over time the system accumulated architectural complexity and limitations that slowed development and restricted marketing flexibility.

Because the site received approximately 15,000 daily views, any migration required careful execution to avoid SEO loss, analytics disruption, or performance regression.

The Problem

The existing platform created several operational challenges:

• Templates tightly coupled to presentation logic
• Design tokens inconsistently implemented across components
• Layout-specific components limiting content reuse
• Legacy browser support restricting modern CSS usage
• Marketing teams dependent on developers for page layout updates

The system functioned, but it was increasingly rigid and difficult to scale.

The Goal

The objective was to migrate the site to HubSpot CMS and create a flexible architecture that would:

• Preserve search engine equity
• Modernize front-end architecture
• Improve maintainability and performance
• Enable marketing autonomy for page creation
• Remove legacy development constraints

Strategy

Rather than performing a direct database clone, the migration focused on rebuilding the architecture with a modular component system.

Key strategic decisions included:

• Migrating blog content into HubSpot
• Delivering product content through a REST API
• Rebuilding page structures using modular templates
• Recreating remaining content directly within the new CMS

This approach allowed the platform to be modernized while preserving critical SEO value.

Solution

A fully custom HubSpot CMS theme was developed using a local development workflow and selective CLI tooling.

Component Architecture

• 10 custom templates
• 20+ modular content modules
• Consistent design token implementation
• Content-driven components instead of layout-specific blocks

Dynamic Content

• HubDB-powered dynamic pages
• REST API integration for product data
• Custom search templates
• Configurable blog structure

Analytics & Tracking

• Google Analytics 4
• Google Tag Manager
• HubSpot tracking scripts
• Custom event tracking via DataLayer

This architecture created a scalable foundation for future content growth.

My Contribution

Within a small marketing support team, I served as the primary contributor responsible for:

• UX and front-end architecture planning
• HubSpot theme and module development
• API integrations
• Redirect mapping and SEO preservation
• Analytics configuration
• CMS enablement for marketing teams

Operational Impact

After launch:

• Marketing teams gained drag‑and‑drop page control
• Developer dependency for layout updates was eliminated
• Publishing workflows became significantly faster
• The platform became easier to maintain and extend

The project was not simply a visual redesign. It was a platform modernization initiative designed to support long‑term scalability.