Case Study: Large-Scale WordPress → HubSpot CMS Migration (2,000+ Pages)

Overview

I served as Technical Architect for a large-scale marketing website migration from WordPress to HubSpot CMS. The project involved migrating approximately 2,000 pages across multiple content types while maintaining SEO continuity, accessibility standards, and long-term maintainability.

My role focused on architecture, migration strategy, quality standards, and cross-functional coordination, ensuring the new HubSpot platform could scale with the client’s content and business needs.

Role: Technical Architect

Stack: HubSpot CMS, JavaScript, HTML, CSS, REST APIs

The Problem

The client’s WordPress site had grown large and difficult to maintain, with:

• Thousands of pages across blogs, landing pages, and core marketing content
• Inconsistent templates and content structures
• Accessibility and performance issues introduced over time
• Increasing friction between design, development, and content teams

The client wanted to migrate to HubSpot CMS to consolidate their marketing platform, improve content workflows, and enable tighter integration with CRM and automation tools — without sacrificing SEO, accessibility, or performance.

Constraints & Requirements

• Migrate ~2,000 pages without disrupting traffic or lead generation
• Preserve existing URLs, metadata, and page structure for SEO continuity
• Balance automated migration with custom manual workflows
• Design a scalable HubSpot theme architecture that future developers could extend
• Build guardrails for content authors to prevent regressions
• Maintain accessibility and performance standards throughout the process

The Solution

Migration Strategy & Tooling

I designed a hybrid migration strategy combining:

• Automated content imports using HubSpot migration and integration tools
• Manual and custom migration workflows for content that could not be reliably automated

This approach allowed us to move quickly where possible while ensuring higher-risk or complex content was handled carefully.

Theme Architecture & Technical Leadership

As Technical Architect, I:

• Designed the core HubSpot theme architecture, establishing:
  • Consistent page templates
  • Reusable modules
  • Clear separation of layout, content, and styling concerns
• Defined technical standards and guidance for developers, including:
  • Code style and consistency
  • Performance best practices
  • Accessibility considerations
• Reviewed theme and module code throughout development, providing detailed, actionable feedback to maintain quality and consistency across the codebase

Cross-Functional Collaboration

I worked closely with:

• Developers building the HubSpot theme and modules
• Designers to identify technical and accessibility risks in design concepts early
• Content, UX, and SEO stakeholders to ensure the implementation aligned with business goals

By flagging potential accessibility, performance, and SEO issues early in the process, we avoided costly downstream rework and ensured smoother collaboration across teams.

Quality Assurance: Performance, Accessibility & SEO

Throughout development, I led ongoing quality reviews focused on:

• Accessibility audits to prevent regressions and ensure best practices
• Performance reviews to keep the site fast and scalable
• SEO considerations, including:
  • Semantic markup
  • Page structure
  • Core Web Vitals alignment

This continuous evaluation helped ensure the migration didn’t just replicate the old site, but meaningfully improved its technical foundation.

Outcome

• Successfully migrated ~2,000 pages from WordPress to HubSpot CMS
• Preserved SEO structure, URLs, and metadata to support continuity
• Delivered a scalable HubSpot theme that future developers could extend
• Reduced risk of accessibility and performance regressions during migration
• Established clear technical standards for ongoing site development