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Emesent

From WordPress to Global CMS: How Emesent Turned Their Website from a Source of Friction into a Marketing Asset

images (23)
Services Used
HubSpot Onboarding & Support Websites & Integrations CMS
Solution
Website Migration, CMS Hub, HubDB, Multilingual
Project Manager
Harry Spicer-Short
Project Location
Australia
Project Goals

Emesent builds autonomous drone platforms and LiDAR mapping solutions for the places humans can't safely. We migrated Emesent's entire website from WordPress to HubSpot CMS, removed the legacy platform completely, and rebuilt the site as a connected, self-managed marketing engine that feeds directly into the HubSpot CRM across all seven of Emesent's language markets.

 

 
Tools Used
HubSpot-Logo Weglot-Machine-Translation-Research wordpress fathom 376585

Their wants

01

Full control of their own website, so the marketing team could publish without an agency in the loop

02

Faster turnaround on pages, events, and content

03

A modern, intuitive platform free of the plugins and development overhead WordPress demanded

04

A single, unified way to manage content across seven languages

05

A partner who knew HubSpot "inside and out," delivered in-house, and was easy to work with

Their needs

01

A genuine connection between the website and the HubSpot CRM, so web activity feeds the sales nurturing process

02

Clean, consistent lead data captured across every language market

03

Full SEO equity preserved through the move, with comprehensive redirects

04

Zero downtime during cutover, with no disruption to the wider business

05

Structured management of complex technical content such as product specs, case studies, and resources

06

A foundation that could scale with product launches and support future HubSpot capability

Identifying the problem

The website and the CRM lived in two different worlds: the site on WordPress, the CRM in HubSpot. "There was that disconnect in  the two platforms," says Stuart Hill, Emesent's Head of Marketing. "We relied a lot on a third-party agency. Anytime we needed to do anything other than add some new content … we had to go to them." The old platform "involved a lot of plugins and a lot of development time, and it wasn't intuitive."

Meanwhile the capability they needed sat unused. "It made no sense to keep the two separate when we rely so much on the integration between the two," Stuart says. With the website "a critical part of our lead generation programme," every change across seven markets meant more cost, delay, and lost time.

Scope of works

CMS Hub
  • Full migration of every page from WordPress to HubSpot CMS, including unlisted pages, rebuilt as a pixel-perfect replication of the original.
  • Drag-and-drop templates for independent publishing, plus HubDB modules turning product specs, case studies, and resource libraries into structured, database-driven content that updates without code.
  • 68 documents and resources moved into HubSpot, with a comprehensive URL redirect strategy to preserve SEO equity, and a zero-downtime DNS cutover coordinated with Emesent's IT team.

 

 
Marketing Hub

  • Weglot integration across seven language markets, built on a unified single-form model rather than duplicated forms per language, keeping CRM data clean and attribution intact.

  • Smart content rules segment and personalise content for Emesent's different audiences, and every web interaction now writes back to the HubSpot CRM to support sales nurturing.

Content and Breeze AI.

With the site now inside HubSpot, Emesent activated native AI features they could not easily reach on WordPress: AI blog-post narration, content remix, and HubSpot's customer and support agent live on the website.

As Katie Koss, Head of Platforms, explains, the agent works because "everything's inside HubSpot, it just feeds it a little bit better. It can scour the whole portal."

The Plan

  • Discovery and scoping
  • Architecture and development
  • Content migration and QA
  • DNS and launch
  • Post-launch optimisation

Discovery and scoping

  • Stakeholder sessions to map the existing site architecture and migration priorities

Architecture and development

  • Site structure, HubDB modules, templates, and Weglot integration


 


 

Content migration and QA

  • Page-by-page migration, redirect mapping, and UAT with Emesent's cross-functional team

 


 

DNS and launch

  • Coordinated zero-downtime cutover with redirect validation and live monitoring

     

Post-launch optimisation

  • Language and form refinements, additional builds, training, and handover
https://www.emesent.com/

The Strategy

  • Rebuild, do not port
  • Sequence to de-risk
  • Protect what was earned
  • Design for clean data
  • Build for independence
  • AI, unlocked by the migration

Rebuild, do not port

  • Treat the migration as a chance to rebuild Emesent's digital foundation rather than copy pages across


 


 

Sequence to de-risk

  • Structure and templates first, then translation

  • Then page-by-page migration, so each layer had clean inputs before the next

     

Protect what was earned

  • Comprehensive redirect mapping to preserve SEO equity

  • Validated in UAT before any cutover

Design for clean data

  • A single unified form model across all languages, so CRM data and attribution stay intact

Build for independence

  • Hands-on HubDB and CMS training so the marketing team owns the platform, not an agency queue

AI, unlocked by the migration

  • AI, unlocked by the migration. Bringing the website inside HubSpot put native AI within reach that WordPress couldn't support, and Emesent is already using it.
  • AI blog-post narration and content remix run natively on the new site. HubSpot's support agent is live and draws on the full portal: "if everything's inside HubSpot, it just feeds it a little bit better.
  • It can scour the whole portal." Smart content rules segment and personalise pages across audience markets.
Emesent - Japonese

The Results

7

languages markets on one platform

 

0

downtime on DNS cutover

100%

on time and on budget

 The clearest result is the one Katie names first: "It has just simplified life for us, for the marketing team. It's made our day-to-day workflows more efficient. It's reduced friction in managing the website."

The team now owns the site end to end, publishing pages and supporting events without agency tickets, and new content is "turned around a lot faster." External agency reliance has dropped, in Stuart's words "we did have outsourcing of our agency arrangements that we've now been able to pull back a bit." The cutover itself was seamless: "the rest of the team didn't really notice any difference, and that's because you gave us this pixel-perfect website replication on HubSpot."

Seven language markets are unified on one platform with a single clean form model, HubSpot AI features are now in active use on the site, and the project was delivered on time and on budget.

With the website finally inside HubSpot, Emesent also expects sharper marketing attribution going forward, closing a reporting gap the old external setup made unnecessarily complicated.

 

The Impact

Surely something will go wrong eventually....? Nope. Nothing ever went wrong. We are so glad we chose Neighbourhood to handle our website migration project. Moving our site from another platform to HubSpot had the potential to be nerve-wracking and full of bugs, but our experience with Harry and the Neighbourhood team proved the complete opposite. They were efficient, professional, and delivered what they promised - on time and on budget. Neighbourhood will certainly be the go-to for our next HubSpot project.

 
Katie K
Head of Platforms | Emesent

Conclusion

Zero downtime. Zero content loss. SEO preserved. CRM connected. Seven languages. Five months. On time, on budget.

the team no longer needs an agency to update the site, they are independent. The data flows clean.

That's what a migration done right looks like.

Ready to make HubSpot work as hard as your team does?
Book a chat

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