A brochure site became a measurable source of pipeline.

The challenge.

• Our site looked credible and did nothing for the pipeline. Every lead landed in an inbox, not the CRM, so we could not tell marketing's revenue contribution to the board.
• Forms did not pass source, UTM, owner, or lifecycle, so attribution was guesswork. We were defending spend with anecdotes.
• The platform was years out of date. Every new service page meant a developer ticket and a two-week wait, so campaigns stalled before they launched.
• We had been burned before. A past agency handed us a strategy deck and a redesign that never connected to the systems that actually book revenue.
• A replatform scared us. The site had a decade of organic equity, and one bad migration could erase the rankings we had spent years earning.

What we did.

1. 1

   Ran web strategy end to end before touching design.

   We led the engagement across information architecture, SEO, UX, and measurement. We mapped the existing URL inventory, ranked pages by organic value, and defined the conversion events and lifecycle stages the new site would have to report on, so the build had a measurement spec from day one rather than after launch.

2. 2

   Rebuilt on a modular service-page system the marketing team owns.

   We built a reusable service-page framework in WordPress with Elementor Pro and ACF Pro, so the team can launch and edit pages without an engineering ticket. New service and campaign pages now ship in days, not sprints.

3. 3

   Wired every form into the CRM with full attribution.

   Gravity Forms passes source, UTM, owner, and lifecycle stage straight into the CRM on submit, so each lead arrives with its origin and routing already attached. Attribution holds from first touch to closed deal, and marketing's number is now defendable in the dashboard, not the inbox.

4. 4

   Migrated with SEO and tracking treated as a build requirement.

   We mapped redirects one to one, preserved canonical tags and metadata, and validated analytics and conversion tracking in staging before cutover. We monitored rankings and tracked events through the switch, so the launch was a quiet night, not a recovery project.

The outcome.

• Form conversion rate rose 41% after the rebuild, on the same traffic, because the pages were built to convert and route, not just to inform.
• 100% of organic traffic carried through the cutover. Rankings held and tracked URLs stayed indexed, with redirects, canonicals, and analytics preserved.
• Demo requests increased 63% across the first two quarters post-launch, with each request attributed to its source in the CRM.
• Zero SEO or tracking loss. No tracked URL went dark, and every conversion event reconciled in the dashboard from day one.
• Marketing now reports pipeline contribution to the board from the CRM, not from estimates, and launches new service pages without waiting on engineering.

Questions about this work.