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67 Bricks migrates its CMS from WordPress to HubSpot Content Hub

Industry

Technology

Challenge

67 Bricks needed increased content management capabilities & flexibility than what is available through the WordPress CMS. The firm also sought to consolidate their website's CMS and CRM into a single platform (HubSpot) and reduce costs by retiring WordPress hosting.

Results

67 Bricks’ website was successfully migrated to HubSpot within one month. The project lowered hosting costs, centralised all forms and digital assets in the HubSpot CMS, and reduced reliance on developers for ongoing updates. The migration also delivered early wins: post-launch analytics confirmed steady traffic and the first conversions coming through the new site.

Key Product

Website migration

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About 67 Bricks

67 Bricks is a technology consultancy that specialises in information and data publishers. The UK-based company delivers platforms, content systems and tools that optimise their clients’ search visibility.

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 a traditional CMS like 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 an 404 error page and an internal server error page (500 internal HTTP error).

67 Bricks’ blog content was imported, and the taxonomy was preserved. 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.

Quality Assurance

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.

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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:

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.
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

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.