Web development and CRM automation
Rebuilding a WordPress site with HubSpot intergration
The WordPress site was slow, difficult for marketing to update and only part of the route a prospective customer took into sales. The project needed a faster public website and a more reliable records of what happened after an enquiry.
- Delivery
- 3 months
- Lighthouse
- 100 in 3 categories
- Recorded daily leads
- Nearly ⅓ more
- Hosting
- Azure
The problem
The previous WordPress site scored roughly 50–60 in Lighthouse Performance and Accessibility and about 40 in SEO. Even small content changes depended on an external contractor. Meanwhile, offsite and social-media enquiries could move between spreadsheets, documents and email without becoming traceable CRM records.
An earlier project had already routed WordPress website enquiries into the old PipelineAxis CRM. This later project replaced the website and moved the lead process into HubSpot.
My role
I selected Qwik after considering Next.js and Astro, but niether could out-perform Qwik on the main requirements of performance and SEO. I rebuilt the main public website, built its server-side HubSpot connection and deployed the application to Azure. A second developer owned the blog. We worked together on shared SEO, metadata, structured data and analytics integration across the complete site.
How I approached it
Prioritise fast, indexable pages
The decision to use Qwik was based on its support for server-rendered content, its resumability model and control over page metadata. We used Partytown to move compatible third-party analytics work off the main thread, and added structured data and page-specific metadata. These choices supported the performance and discoverability requirements the project demanded.
Keep lead creation behind the server
On form submission, the backend normalised the data and checked HubSpot for an existing contact using the available identifying details before creating a record when needed. It carried campaign UTMs, referral information and form origin into the lead workflow, where HubSpot handled agent allocation.
Account for leads created away from the website
The wider operating process required offsite and social media leads to enter HubSpot before progressing. This replaced informal hand-offs and gave sales and marketing a more complete record to use alongside qualified Aircall call data.
The result
The Azure-hosted site achieved Lighthouse scores of 100 for Performance, Accessibility and Best Practices during testing and benchmarking including production testing. Recorded daily leads increased by just under one-third without a corresponding increase in campaign activity, suggesting that more existing demand was being captured and made visible. Staff also reported substantially fewer complaints about customers not receiving a response.
The change improved capture and visibility of leads; it was not measured as a change in site traffic or sales conversion.