The challenge
MirrorWeb had outgrown the way its Webflow site supported the wider marketing operation.
The existing site had a strong visual identity and a bespoke experience, but the business needed the CRM, automation and reporting capabilities of HubSpot to support the next stage of growth.
Moving platforms introduced a real risk. A migration could easily improve the marketing infrastructure while weakening the brand experience, disrupting SEO, breaking functionality or leaving the team with a more generic site than the one they started with.
MirrorWeb needed to preserve the quality of the existing site while gaining a platform that gave the marketing team more control, better data and a clearer connection between website activity and commercial performance.
Our solution
We built a fully custom HubSpot theme around MirrorWeb’s existing design and user experience. Each component was recreated and refined in HubSpot, preserving the visual quality of the Webflow build while giving the marketing team access to HubSpot’s wider content, CRM and reporting ecosystem.
The migration was managed in stages, with pages, components and functionality rebuilt and QA’d against the existing site before launch. SEO was integrated into the process from the start. URL structure, redirects and existing search performance were reviewed as part of the migration, helping protect the organic visibility MirrorWeb had already built.
The site architecture and component system were also designed with future marketing activity in mind, giving the team more flexibility to create new pages, campaigns and content without rebuilding the same foundations each time.
The outcome
MirrorWeb came out of the migration with a stronger marketing platform and no loss of the brand quality that had made the original site effective.
Demo requests increased by 700%. The new HubSpot environment gave the marketing team a much clearer view of how website activity was contributing to lead generation and pipeline, with CRM, reporting and conversion data connected in one place.
The team also gained more control over day-to-day marketing activity, with a site built to support new campaigns, pages and content without the same level of development dependency. Organic visibility was protected through the migration, while the custom theme gave MirrorWeb room to keep evolving the site without being constrained by a standard HubSpot template.
The result was a website that could play a much bigger role in growth: stronger conversion, better commercial visibility, more flexibility for the marketing team and a platform capable of supporting the next stage of the business.
