Model
Separate reusable meaning from page-specific presentation.
CMS migration
Move the contentand retire legacy debt
A CMS migration should simplify models, clarify governance, and give teams a better publishing system. Copying the old database into a new product leaves the underlying problems intact.
Before migration
Inventory what content means and who owns it.
We map content types, relationships, locales, media, URLs, workflows, integrations, and editorial pain before defining the target model.
Workflow
Design roles, drafts, review, preview, and publication around the real team.
Migration
Transform, validate, and reconcile content with repeatable scripts.
SEO
Preserve URLs, metadata, structured data, and redirect requirements.
How we work
Senior people stay close from decision to delivery.
We begin with the commercial and operational constraint, align the experience and architecture, then ship in reviewable increments. The team that frames the problem remains accountable through launch.
Frame
Align the market, customer, business case, constraints, and definition of success.
Design
Turn the strategy into journeys, content, systems, and prototypes that can be tested.
Build
Engineer the storefront and integrations with performance, accessibility, and maintainability in view.
Improve
Use launch data, customer behavior, and operating feedback to prioritize the next release.
Common destinations
Sanity when structured content and market variation matter.
We often pair Sanity with Next.js or a Shopify headless storefront, but the migration method starts with requirements rather than a preferred vendor.
A migration flow with evidence at every handoff
Current content estate
WordPress
Posts, media, and custom fields
Webflow
Collections and presentation-dependent content
Contentful / HubSpot
Structured entries, pages, and campaigns
Legacy systems
Custom databases and undocumented dependencies
Migration workbench
Model mappingRedirect mapStructured-data parityRepeatable sync scripts
Target operating model
Structured content
Reusable models and clear relationships
SEO continuity
URLs, metadata, sitemap, and JSON-LD reconciled
Editorial workflow
Preview, locales, roles, and reusable blocks
Four checks before cutover
Inventory
Account for content types, locales, files, URLs, and owners.
Transform
Run versioned scripts that can be repeated and inspected.
Reconcile
Compare record counts, relationships, media, and rendered output.
Rehearse
Test redirects, publishing, rollback, and the final content window.
Continue planning the migration
Further reading
All insights →
B2B commerce
The first principle of B2B ecommerce: make ordering easier than email
Buyers do not resist digital purchasing. They resist systems that make a familiar order harder. Start with repeat orders, account pricing, payment terms, and sales-assisted self-service.
Conversion optimization
Turn traffic into learning: a monthly CRO operating loop
Conversion work compounds when diagnosis, hypothesis, experiment, and documentation repeat as one disciplined operating cycle.
AI discovery / GEO
Beyond rankings: make your brand usable in AI answers
GEO starts with specific, attributable, structured information that customers and answer systems can verify. Generic publishing volume only adds noise.
Common questions
Can editors keep publishing during the migration?＋
Often, depending on volume and launch risk. The plan may use a content freeze window, incremental sync, or a dual-entry period.
Do all legacy fields need to move?＋
No. We identify obsolete, duplicated, and presentation-only fields so the new model does not inherit avoidable debt.
Start with the real constraint
Build the next version of your commerce system with us.
Bring the market, platform, and operating questions you are working through. We can separate confirmed requirements, open assumptions, and work that needs further assessment before scope is set.