Over more than a decade, this website grew from a small marketing presence into a large, location-driven platform exceeding a thousand pages — without requiring a rebuild. A custom content architecture enabled scalable localization and simplified editorial management, while Salesforce-integrated lead tracking improved attribution and routing. The result is a platform that continues to evolve alongside the business instead of needing periodic reinvention.
Situation
I’ve worked with this business website for more than a decade, supporting its growth from a smaller marketing site into a large operational platform containing more than a thousand pages of location-specific content. As the organization expanded geographically and added services, the website needed to scale without becoming difficult to manage or maintain.
A traditional page hierarchy was no longer sufficient to support the complexity of content relationships between locations, services, and marketing needs.
Work
To support long-term growth, we developed a custom taxonomy architecture designed around geographic context. Different types of content — services, locations, and supporting pages — are connected through shared taxonomy structures, allowing content to cross-reference naturally while remaining manageable for editors.
This structure enables what is effectively controlled cross-pollination of content across regions while still allowing localization where needed. Custom functionality allows location-specific overrides, such as local phone numbers and contextual content variations, without duplicating entire pages.
The platform also includes lead capture integrated directly with Salesforce. Dynamic source tracking was implemented to improve attribution and ensure leads are routed to the correct campaigns and teams. Custom URL structures were introduced to support both usability and long-term SEO consistency as the site expanded.
More recently, the platform has been transitioning from traditional WordPress templates to a Gutenberg-based editing experience. This allows more editorial flexibility than a rigid page template. This was achieved by creating a block pattern, which is a predesigned collection of WP blocks. We also introduced a system that allowed inserting dynamic content into the page to reduce the need for manual editing,
Outcome
The website has been able to grow substantially in scale and complexity without requiring a rebuild. Editors can manage localized content efficiently, marketing teams benefit from improved lead attribution, and the platform continues to evolve alongside the organization’s needs.
The long-term nature of this engagement reflects an approach focused on sustainable architecture — allowing the site to adapt over many years rather than requiring periodic reinvention.
Platforms: WordPress, SalesForce, CallRail, MailChimp
Scope: Architecture, Development, Ongoing Evolution
Relationship: 10+ years