Case study
A Complete Web Presence, Weeks After a Carve-Out
The company launched its own site, consent-clean mailing list and gated webshop with screening and multi-currency pricing, with 16 months of search history carried over rather than reset.
- Project
- Advanced-materials manufacturer
- Industry
- Manufacturing / B2B commerce
- Role
- Developer: theme, migration, consent, commerce
- HubL
- HubDB
- Memberships
- JavaScript
- Python
- AWS
- Stripe
The context
A metal powder and specialist alloy manufacturer, carved out of a large industrial group, with a catalogue of 100+ alloy grades.
The problem
Carved out of a large industrial group, the company needed its own web presence, its own customer data and online ordering, all in place within weeks of separation.
My responsibility
- Built a HubSpot CMS theme from a design prototype: custom templates and modules, client-editable brand tokens, WCAG AA contrast, reduced motion and keyboard focus, structured for search and AI answer engines
- Merged two legacy product sites into one, informed by traffic and query data, with a redirect plan
- Built a GDPR-compliant re-consent page for an inherited mailing list, with provable evidence (timestamp, IP, exact wording), category opt-in, no third-party requests before consent, and UK trading disclosures on every page
- Built a gated B2B webshop on AWS with customer identity and approval in HubSpot, volume-tier pricing in three currencies, denied-party screening at registration and checkout, Stripe checkout and transactional email
- Built a datasheet centre, a product prototype over 100+ alloy grades with designation search, faceted filtering and comparison, and a newsroom
Architecture
- RegisterB2B account
- ScreeningDenied-party
- ApprovalIn HubSpot
- Tier pricing3 currencies
- CheckoutStripe
Key decisions
A theme written from scratch
The site was built from a design prototype into a HubSpot CMS theme written from scratch, structured for search and AI answer engines.
Ordering that checks who's buying
Registration and checkout run denied-party screening, and customers are approved in HubSpot before tiered pricing applies.
Deploys as part of the product
Deploys are scripted, guarded and documented, with a clear line between what the developer owns and what the client edits.
Datasheets from structured records
Alloy data is held as structured records, and PDFs are generated on demand from a single template.
Technical challenges
1.Keeping search equity through a merge
Two legacy product sites were merged into one with a redirect plan that preserved 16 months of search equity at cut-over.
2.An inherited mailing list
A re-consent page records provable evidence (timestamp, IP, exact wording), with category opt-in and no third-party requests before consent.
3.Pushing to the wrong portal
Scripted deploys run a drift check against the live portal and a portal guard that refuses to push to the wrong account.
Results
- Launched its own site, consent-clean mailing list and gated webshop with screening and multi-currency pricing
- 16 months of search history carried over rather than reset
- Two legacy sites merged into one
- Webshop pricing in 3 currencies, and a catalogue of 100+ alloy grades