67 Bricks migrates its CMS from WordPress to HubSpot Content Hub 

The Challenge

67 Bricks approached SpotDev to migrate their existing website content management system (CMS) from WordPress to HubSpot’s Content Hub to eliminate the need for continued WordPress website hosting, and improved content management capabilities. Maintaining the company's SEO integrity was critically important as their website content e.g. blog & system pages, were moved to HubSpot. 

Danielle Jacobs, SpotDev's CTO describes some of the key differences between the WordPress CMS and HubSpot's CMS (video below)

The Solution

SpotDev had one month to complete the migration, beginning with capturing screenshots using Figma to reference the website's current design. Custom modules were also developed to match the website's existing components. The migration included the creation of system pages such as 404 error page, indicating that the information being sought is no longer available; an internal server error page (500 internal HTTP error) as well as other page templates for login, email subscription and password protected pages. 

67 Bricks’ blog content was imported, and the taxonomy was preserved as far as possible. The migrated content was hosted on HubSpot content staging until it was ready to be quality assured. Where necessary, SpotDev also created 301 redirects due to URL changes to preserve rankings and avoid broken links.  

Before the new website went live, it went through a meticulous QA and testing process. SpotDev also enabled client-side testing through Userback, through which 67 Bricks’ could report any fixes that needed to be actioned across devices – desktop, tablet and mobile. 

The Results

67 Bricks' website was successfully migrated and tested in the 1-month timeframe allotted for the project. Following the migration, the consultancy's site analytics indicated that the migrated website was generating traffic and early conversions.  

Other functional marketing improvements include:

1. Single CMS on HubSpot - The migration eliminated the need for additional WordPress hosting, while consolidating content management in HubSpot. The centralisation of CMS and CRM increases operational flow between content and contact data.

2. 67 Bricks' website forms were migrated to HubSpot's native forms, meaning that form submissions, capturing contacts and associated lifecycle updates are directly integrated into the company's HubSpot CRM. This has multiple benefits including improved marketing automation, lead capture visibility and reporting.

HubSpot has built-in marketing features including SEO and A/B testing, whereas traditional CMSs like WordPress or Drupal require plugins for added marketing functionality. This makes these traditional platforms difficult to manage for marketers - Danielle Jacobs, CTO, SpotDev

3. The password, email and password page templates, global header/footer modules, as well as the custom-coded modules developed, gave the consultancy's marketing team consistent templates and easier content edits. This also decreases the time it takes to produce and publish content and reduces dependance on developers for routine edits.

4. SpotDev's QA & testing process, facilitated via Userback, ensured client feedback was actionable and fixes reflected across devices including desktop, tablet and mobile. This reduced post-launch regressions and supports smoother handover to the company's marketing team.