A Strategic Migration from HubSpot to WordPress

Torii’s previous website was built on HubSpot’s CMS, which initially served the company’s needs during its earlier growth phase. However, as Torii’s marketing requirements evolved, several limitations became apparent:

• Performance constraints that impacted page load times and user experience
• Limited flexibility in the admin interface for content editors
• Challenges implementing custom integrations and third-party marketing tools
• Difficulty achieving the precise design implementations required for the brand

The marketing team needed a platform that would provide greater control over the user experience while maintaining and enhancing the sophisticated marketing technology integrations that drive Torii’s demand generation efforts.

The migration from HubSpot to WordPress represented a significant digital transformation project, requiring careful planning to preserve SEO value while enabling new capabilities. The solution was built around several key objectives:

Flexible Content Management

WordPress was implemented with Elementor as the page builder, providing the marketing team with intuitive tools for creating and managing content. A custom landing page system was developed to support campaign-specific pages with consistent branding and optimized conversion flows.

A comprehensive admin manual was created to document all custom components, templates, and workflows, ensuring the team could operate independently while maintaining design consistency.

Marketing Technology Integration

A critical aspect of this project was maintaining and expanding Torii’s marketing technology stack. The WordPress implementation includes deep integrations with:

• HubSpot Forms with custom iframe templates for lead capture
• Salesforce integration for CRM synchronization
• G2 integration for social proof and review widgets
• 6Sense pixel for account-based marketing intelligence
• Bizible for marketing attribution tracking
• Google Analytics 4 for comprehensive web analytics
• LeanData for lead routing and scheduling

Custom scripts and UI components were developed to ensure these integrations work seamlessly within the WordPress environment while providing the flexibility to add or modify tools as marketing strategies evolve.

SEO Preservation

Migrating from one CMS to another always carries SEO risk. A comprehensive redirect strategy was implemented to preserve the search equity built over years of content marketing. This included mapping all existing URLs to their new WordPress equivalents and implementing proper 301 redirects to maintain rankings and avoid broken links.

LucidCircus continues to provide comprehensive maintenance services for the Torii website, ensuring it remains secure, performant, and aligned with the company’s evolving needs:

• Regular WordPress core, theme, and plugin updates
• Security monitoring and vulnerability management
• Performance optimization and monitoring
• Content updates and landing page development
• Integration, maintenance and troubleshooting
• Technical support for the marketing team

The migration to WordPress has enabled Torii’s marketing team to operate with greater agility and independence. The improved performance, combined with the flexibility to implement sophisticated marketing integrations, has supported Torii’s growth from a promising startup to a recognized industry leader.

The platform has successfully supported major milestones, including Torii’s recognition as a Gartner Magic Quadrant Leader and their consistent top rankings in G2’s competitive analysis; achievements that require effective digital marketing to amplify.