Case Study: 245% Traffic Uplift Through HubSpot CMS Migration

How Arise GTM Rebuilt an ESG Enterprise Website for Scale, Speed, and Search Performance

Overview

Arise GTM partnered with the category leader in Environmental, Social, and Governance (ESG) software, the only platform in its space that combines consultative advisory with operational ESG execution. Their market advantage was strong, but their digital presence wasn’t expressing it.

Their WordPress site underperformed, their SEO architecture was broken, and their customer journey didn’t reflect the sophistication of their enterprise offering. They needed a scalable, HubSpot-driven digital engine that:

Increased search visibility
Improved technical performance
Supported a global audience
Enabled smarter personalisation
Reflected their updated brand

Arise GTM delivered exactly that, and the results were immediate.

245% uplift in traffic within 60 days of launch.
33% improvement in technical SEO performance (to 92/100).

The Challenge

Despite category leadership, the client’s WordPress website was working against them. For an enterprise ESG platform competing at the C-suite level, this digital foundation wasn’t acceptable.

Low-performing SEO architecture with keyword and canonical cannibalisation
Top-performing pages were irrelevant to their core value proposition
Customer journey unclear, hurting conversions

Brand and narrative misaligned with enterprise ESG buyers
Technical SEO score only 59/100
Performance issues and fragmented content structure
WordPress maintenance overhead, plugin conflicts, and security concerns

Objectives

Rebuild the website on HubSpot CMS for performance, security, scalability, and CRM integration

Apply the new brand delivered by the external agency while preserving ESG-focused principles

Fix SEO structural issues and set the foundation for long-term organic growth

Modernise the customer journey for higher-quality conversions

Enable A/B testing, scaling, and continuous optimisation

Consolidate fragmented blogs into a coherent, high-performing content model

The Strategic Breakthrough

Our principle:

Don’t spend 6–12 months on a perfect front-end redesign.
Ship fast, launch an MVP, test with real data, and optimise aggressively.

Why this works:

Enterprise CMS migration happens faster
SEO uplift starts sooner
Heatmaps, behaviour analytics, and A/B testing guide development
Marketing teams experience HubSpot CMS benefits immediately
Technical debt is reduced from day one

The CMS becomes a growth asset, not a static brochure.

Execution Highlights

Here's a summary of the project's outcomes.

1. HubSpot CMS Build & Migration

Rebuilt the full site on HubSpot CMS, fully aligned with Marketing Pro
Created modular layouts enabling rapid iteration
Consolidated multiple blogs into a unified, structured content system
Implemented smart content and personalisation pathways

2. SEO Architecture Rebuild

Removed keyword cannibalisation and duplicate content
Fixed broken canonical structure
Re-optimised every page with SEMrush, GTMetrix, and Pingdom
Improved Core Web Vitals and page load speeds
Raised SEMrush technical score from 59 → 92

3. Brand Integration

Applied the new design from Blood Utd
Ensured design reflected ESG values without compromising performance
Focused messaging on outcomes, not features

4. Growth-Driven Design (GDD)

Launched an MVP quickly
Ran continuous optimisation cycles
Used GA, SEMrush, and Hotjar for behaviour-led improvements
Iterated page structures based on real traffic insights

5. Futureproofing

Ensured scalable structure for new markets and product expansions
Enabled deeper personalisation through CRM-connected smart content
Built a performance-first framework to support future marketing initiatives

Results

Immediate SEO & Traffic Impact

245% increase in traffic within 60 days of launch
Highest traffic levels in 12 months
Technical SEO score improved from 59 → 92
87% Core Web Vitals
96% overall performance
93% crawlability
100% markup score

Operational Impact

Marketing team gained complete control of content updates
Improved data collection and behavioural insights
CRM + CMS unification enabled future personalisation and account-based journeys
Removed plugin-related WordPress maintenance overhead

Growth Impact

The GDD model ensured incremental gains month-over-month, turning the CMS into a continuous growth engine, not a “one-and-done” redesign.

The Strategic Breakthrough

Arise GTM didn’t approach this as a “website project”; we executed a GDD (Growth-Driven Design) RevOps website transformation.

The CMS becomes a growth asset, not a static brochure.

Enterprise CMS migration happens faster

SEO uplift starts sooner

Heatmaps, behaviour analytics, and A/B testing guide development

Marketing teams experience HubSpot CMS benefits immediately

Technical debt is reduced from day one

Create a unified RevOps infrastructure for future growth

Case Study: 245% Traffic Uplift Through HubSpot CMS Migration

How Arise GTM Rebuilt an ESG Enterprise Website for Scale, Speed, and Search Performance

Overview

The Challenge

Objectives

The Strategic Breakthrough

Fawn Hudgens, VP of Marketing, ESG Platform

Execution Highlights

1. HubSpot CMS Build & Migration

2. SEO Architecture Rebuild

3. Brand Integration

4. Growth-Driven Design (GDD)

5. Futureproofing

Results

Immediate SEO & Traffic Impact

Operational Impact

Growth Impact

The Strategic Breakthrough

Websites aren't just a brand interface, they are powerful customer engagement tools when deployed correctly

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