B2B brand: marketing site rebuild and CMS handover

Situation

The organisation had outgrown a patchwork site: overlapping page types, inconsistent templates, and a CMS configuration that made simple updates risky. Marketing needed to ship campaigns and experiments; leadership needed the brand to look as mature as the business, without hiring a permanent in-house dev bench.

What we focused on

• Editorial reality: Workshops with people who would publish after launch, not just approvers in the room for kickoff. That shaped the content model, permissions, and training.
• Performance and clarity: Baseline Core Web Vitals, template-level budgets, and honest image and embed discipline so “add a module” didn’t silently tank LCP.
• SEO continuity: Redirect plan, indexation checks, and Search Console handover so migration didn’t throw away years of relevance.

Outcome

A component-based site with predictable modules, documented conventions, and a CMS that matched how the team actually worked. Post-launch, publishing stayed in marketing’s hands; engineering time went to real features, not firefighting content breaks.