CASE STUDY
Adbrew - Adtech SAAS
An adtech startup losing leads to a slow, breached, hard-to-update WordPress site. We rebuilt it on Framer — 27+ pages, 200+ CMS entries — without redesigning what their in-house team had already got right.
Project details
CLIENT
Adbrew
INDUSTRY
Adtech · SaaS
SERVICES
Platform migration, CMS architecture, Framer development, SEO, Performance
SCOPE
27+ pages · 200+ CMS entries
Overview
Adbrew were spending steadily on paid acquisition and watching too little of it convert. The problem wasn’t the campaigns. It was where the campaigns landed. Their WordPress site was slow, awkward to update, and had already been breached more than once. Every content change meant a developer ticket. Every plugin update carried risk. Security incidents were pulling the team away from the work that actually grew the business.
They were clear about one thing from the start: they didn’t want a redesign. Their in-house team had shaped a visual direction they were happy with, and wanted to keep it. What they wanted gone was everything underneath — the maintenance burden, the vulnerabilities, and the dependency on developers for routine edits. That made this a migration and re-engineering project rather than a design one.
Outcomes
CMS entries migrated without loss
Pages rebuilt and restructured
Plugins, patches or servers to maintain
The real cost of a site you can’t touch
Adbrew’s problem showed up in the ad account, but it started in the CMS. A team that can’t publish without help doesn’t publish. Landing pages that should have been spun up per campaign never were, so paid traffic kept arriving on generic pages that were never built to convert it.
Meanwhile the WordPress installation was accumulating the usual debt: plugins that couldn’t be updated without breaking something, a theme several versions behind, and the security exposure that follows. They had already been hit once. The next incident was a question of when, not if.
Keeping the design, replacing everything else
Because the in-house team owned the visual direction, our job was restraint. We carried the existing design language across faithfully rather than treating the migration as licence to redesign — same brand, same structure where it was working, rebuilt on foundations that don’t need babysitting.
Where we did intervene, it was for conversion reasons rather than aesthetic ones: clearer hierarchy on the pages paid traffic actually lands on, shorter paths to the primary action, and the removal of dead ends that were quietly absorbing clicks.
200+ entries, migrated without losing the tail
The bulk of the work was content. Over 200 CMS entries had to move across with their structure, their URLs and their search equity intact. We mapped the existing content model first, rebuilt it properly in Framer’s CMS, then migrated in batches with redirects in place so nothing that ranked went dark.
Twenty-seven pages and more were rebuilt on top of that model. The point of working this way is that the model holds the structure, not the page — so the site can grow without anyone rebuilding layouts by hand.
A CMS the marketing team actually owns
We customised the CMS around how Adbrew works rather than how a generic template assumes they work. They can add a page, retire one, or spin up a campaign landing page without touching a layout and without breaking anything upstream. No developer in the loop, no staging anxiety, no plugin conflicts.
What changed
Lead volume increased once paid traffic started landing on pages built to convert it. The conversion problems that had been blamed on the campaigns resolved when the destination stopped being the bottleneck. Organic rankings improved as the site got faster and better structured.
And the maintenance overhead went to effectively zero. No plugin updates, no server patching, no security firefighting, and no need for a website management team on standby. For a startup, that is engineering time handed back to the product.