The problem this solves
The expensive part of a CMS migration is invisible until after go-live: URLs that changed without redirects, metadata dropped in transit, internal links pointing at the old structure, and rankings that took years to earn evaporating in weeks. Rebuilding pages is work; rebuilding lost organic traffic is often not possible at all within a year.
How we work
We start with a full content inventory from the crawl and analytics data, not from memory: every URL, its traffic, its rankings, and its backlinks. That inventory drives explicit decisions - what migrates as is, what gets consolidated, what is retired - so the migration doubles as the content cleanup nobody otherwise schedules.
The URL architecture for the new site is designed before anything moves: logical structure, patterns HubSpot supports cleanly, and a complete one-to-one redirect map for everything that changes. Content moves with its metadata - titles, descriptions, canonical settings, alt text - and internal links are rewritten to the new structure rather than left bouncing through redirects.
Go-live runs against a checklist: redirects verified at scale, sitemap submitted, crawl errors watched daily in the first weeks, and rankings monitored against the pre-migration baseline we recorded.
Deliverables
- Content inventory with traffic, rankings, and backlink data
- Migrate, consolidate, or retire decision per URL
- New URL architecture and complete redirect map
- Content moved with metadata and rewritten internal links
- Go-live checklist execution and sitemap submission
- Post-migration monitoring against the recorded baseline
What buyers ask before scoping.
How much organic traffic should we expect to lose in the migration?
With complete redirects and preserved metadata, a temporary dip of a few weeks while search engines reprocess the site is normal; lasting loss is not, and usually traces to a specific miss we can find. What we do not do is promise zero fluctuation - anyone promising that has not watched a search console during a migration.
Should we restructure URLs during the migration or keep them identical?
If the current structure is sound, keep it - fewer moving parts, faster reprocessing. If it is a mess of dates, IDs, and abandoned folders, the migration is the cheapest moment you will ever have to fix it, because everything is being redirected anyway. We make that call per section from the inventory data, not as one blanket decision.
Can you migrate content from a custom or obscure CMS?
Yes - if the content can be exported or crawled, it can be migrated. Custom systems usually mean scripted extraction rather than a plugin, which affects effort, not feasibility. The URL mapping and redirect discipline is identical regardless of the source system; that part is where migrations succeed or fail.
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