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Two empty rectangles on the left and a larger frame on the right holding one thin line and one filled block — a module taken from a library and placed on a page.

“Between an idea and a published page — no ticket, no waiting.”

Marketing site migration to HubSpot CMS

The site of a Swedish code-analysis company, after migration: changing copy is a marketing job, not a developer job. In production since 2023.

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Pages, forms, modules · 2023, 6 months
Zero
deploys to change content
2023
in production since
Public
opens in a browser, no account
Summary

The marketing site of a Swedish code-analysis company moved to HubSpot CMS: pages, forms and a module library the marketing team uses without a developer.

The point was not the migration but the tempo. On a B2B site where the message is constantly tested, every headline change that needs a ticket and a deploy costs a day or two. The fields were defined for marketing — headlines, descriptions and copy are changed and added without a single deploy.

The site has been in production since 2023. Unlike most of the work here, the whole of it can be opened in a browser — no account, no middleman.

The problem

A Swedish code-analysis company sells its tool to enterprise teams, so the site is the primary sales channel. On a B2B site where the message is constantly tested, every change that waits on a developer and a deploy slows the whole marketing operation.

What we did

  1. Pages are assembled, not programmed

    The site migrated to HubSpot CMS through HubL templates and modules, with our own component library marketing assembles pages from.

    Zero deploys to change content

  2. Fields defined for marketing, not for developers

    Titles, descriptions and copy are changed and added with no ticket and no waiting. Plus pages, purchase and contact forms, and user tracking.

    In production since 2023
CONTENT CHANGES WITHOUT DEVELOPERS
Marketing team — edits titles and copy

Fields are defined for marketing: titles, descriptions and copy are changed and added with no ticket and no developer. Plus purchase and contact forms and user tracking.

Zero — deploys between an idea and a published page

The result

Between an idea and a published page there is no ticket and no waiting. The site has been in production since 2023 and is publicly available — the one piece of our work you can visit yourself.
For context

On a B2B site the message is tested continuously. Every headline change that needs a ticket and a deploy costs more than a day of work — it costs the test that was never run because of it.

What we’d do differently

We would record what of the site stayed ours. Three years on, part of it has been redesigned, and without a noted handover state we cannot say exactly which part of today’s site rests on what we built.

We would build fewer modules. The library was larger than the marketing team used, and every module nobody opens is maintenance without a purpose.

Related
Four re-platformings, zero downtimeThe surface people rely on stays; what changes sits underneath.A 15-minute report to 0.2 sThe same rule, on a data warehouse.
All 18 case studies
  • HubSpot CMS
  • HubL
  • HTML
  • CSS
  • JavaScript

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