A new marketing engine for MedCerts
A full marketing-site rebuild on Craft CMS 3, tightly integrated with HubSpot, and wrapped in an always-on CRO program tuned to enrolment-intent traffic for an online allied-health training company.
medcerts · marketing engine
LiveSystem overview
Site · funnel · CRO, one engine
Marketing platform
Funnel & CRM
Conversion surfaces
Optimisation
SEO & analytics
CMS
Craft 3
CRM
HubSpot
CRO
Always-on
Client
MedCerts
Industry
Healthcare workforce education
Markets
United States
Engagement
Multi-year partnership
At a glance
The shape of the engagement
A new marketing platform, a tightly integrated funnel, dozens of conversion-engineered pages, and an always-on optimisation discipline.
Craft 3
New marketing platform
Re-platform from legacy stack to a flexible CMS team can own
Programme & campaign pages
Modular templates rebuilt for marketing velocity
Funnel surfaces optimised
Hero · forms · enrolment journeys · pricing · FAQs · footer
Always -on
CRO program
Continuous A/B testing tuned to enrolment-intent traffic
The challenge
A marketing site fighting against its own tooling
Source
Legacy CMS
Engineering bottleneck
Target
Craft CMS 3
Marketing-owned
MedCerts had something most ed-tech businesses dream of, strong programmes, real outcomes, and clear demand from prospective students. What they didn't have was a marketing site that could keep up. Page launches were slow. Variations were expensive. Every test felt like a project.
The funnel was scattered too. Forms didn't always land cleanly in HubSpot. Lifecycle stages drifted. Attribution from paid through to enrolled student couldn't be trusted. And without a continuous CRO discipline, high-intent traffic kept hitting the same conversion ceilings, campaign after campaign.
The brief was practical: give marketing a platform they can own, wire HubSpot in tightly so the funnel stays clean, and build an optimisation engine that compounds. Then help the team rework the process around it.
- Slow page launches blocked by engineering
- Variations expensive, every test felt like a project
- HubSpot data drift between forms and CRM
- Attribution gaps from paid → enrolled student
- No continuous CRO discipline in place
- Programme content models hard to extend
The approach
Marketing site as a product, CRO as a discipline
We didn't just rebuild a website. We rebuilt the operating model around it, from CMS, to CRM, to how the team ships and tests.
Marketing site as a product
We treat the marketing site as a product, not a project. Templates, modules, and content models built so the in-house team can ship on Craft CMS 3 without engineering bottlenecks.
HubSpot tightly integrated
Forms, lifecycle stages, lead-quality signals, and content offers wired into HubSpot, so marketing, sales, and enrolment teams operate from a single, consistent funnel view.
CRO as a discipline, not a sprint
Always-on A/B testing program with a hypothesis backlog. Each test is scoped, measured, and rolled into the live experience or retired, never just shipped and forgotten.
Business-process redesign alongside the build
We didn't just ship a website. We helped refine how marketing briefs work, how content moves to launch, and how enrolment-funnel changes ship, so the team gets compounding leverage.
What we shipped
Six tracks, one system
Site rebuild, funnel ops, CRO, SEO, and team enablement running in parallel, not in sequence.
01 / Re-platform & Site Build
From legacy stack to Craft CMS 3, flexible, owned by the team
- Migrated content, taxonomy, and page structures onto Craft CMS 3 with a clean field model the marketing team could extend.
- Built modular page templates and reusable content blocks (programme tiles, FAQ rails, testimonials, comparison tables) for fast page assembly.
- Rebuilt the front-end with Twig templates, accessible markup, and a performance-first asset strategy.
02 / HubSpot Integration & Funnel Ops
Marketing, lifecycle, and reporting on one operating layer
- End-to-end HubSpot integration, forms, hidden fields, UTMs, and lifecycle stages stitched into Craft so leads land clean.
- Built lead-quality scoring and routing rules that match how the enrolment team actually qualifies and follows up.
- Wired campaign attribution from first-touch through enrolled student so marketing, paid, and content all read from the same source of truth.
03 / UI/UX & Conversion Engineering
Hero, programme pages, and forms tuned to enrolment intent
- Redesigned the homepage hero, programme detail pages, and key conversion surfaces around prospective-student decision criteria.
- Streamlined enquiry and enrolment forms, fewer fields, smarter validation, clearer trust signals, without sacrificing data quality.
- Reworked the navigation, comparison flows, and proof modules (badges, accreditations, outcomes) to support faster confidence-building.
04 / Always-On A/B Testing Program
Hypothesis-driven CRO instead of one-off experiments
- Built a continuous CRO program with a prioritised hypothesis backlog, copy, layout, offer, social-proof, and friction tests running in parallel.
- Instrumented the site for behaviour-level tracking so each test is judged on the right metric, not just top-line traffic.
- Rolled winning variants into the base experience and retired losers cleanly, keeping the live site lean instead of accreted with old experiments.
05 / SEO, Performance & Accessibility
Keeping the site fast, ranked, and inclusive
- Implemented schema markup, technical SEO foundations, and metadata routines tuned for programme and informational queries.
- Performance work on Core Web Vitals, image strategy, font loading, render-blocking cleanup, to keep PDP-equivalent pages snappy.
- Accessibility hardening across forms, navigation, and modular content blocks; reading-level and labelling pass for compliance and reach.
06 / Process & Team Enablement
Helped reshape how marketing ships
- Refined the brief-to-launch workflow, clearer ownership, faster reviews, and a build-once template library that pays back across launches.
- Documented patterns and content models so the marketing team can independently ship pages, run tests, and iterate without engineering hand-offs.
- Set up reporting dashboards that surface the metrics the team actually uses, enrolment rate, programme-page performance, paid efficiency.
The work, in production
The funnel, end-to-end
From paid impression through enrolled student, every stage runs on the same operating layer. The marketing site, HubSpot, and the CRO program move together, not in islands.
- Source → Site (UTM continuity, clean landing-page experience)
- Site → Lead (HubSpot forms, scoring, lifecycle entry)
- Lead → Enrolled (lifecycle stages, sales hand-off)
- Enrolled → Reporting (attribution, cohort, programme)
enrolment funnel · medcerts
LiveSource · paid + organic
ActiveGA4 · UTMs · Tag Manager
Site · programme pages
ActiveCraft CMS 3 · modular templates
Lead · HubSpot forms
ActiveScoring · routing · UTMs preserved
Lifecycle · MQL → SQL
ActiveLifecycle stages · sales hand-off
Enrolled student
ActiveAttribution · cohort · programme
The outcome
From engineering bottleneck to marketing velocity
Site, funnel, and optimisation are now one system. Marketing ships faster, the funnel stays clean, and every test compounds.
A site the marketing team can actually own
Craft CMS 3 with a clean content model and modular templates means new programme pages, campaign launches, and content variants ship in days, not engineering tickets.
A funnel that's legible end-to-end
HubSpot tightly wired into the site means leads land clean, lifecycle stages move correctly, and attribution holds from first touch through enrolled student.
A CRO program that compounds
An always-on A/B testing discipline replaces one-off experiments. Each iteration informs the next, and learnings stack rather than getting lost between launches.
Technology stack
The platforms behind
CMS, CRM, analytics, and SEO, integrated tightly enough that every release moves all of them forward.
CMS & frontend
Marketing & CRM
Analytics & CRO
SEO & content
A marketing site is a product. Optimisation is a discipline.
The MedCerts engagement is the playbook we now run for any high-intent marketing site: re-platform onto something marketing can own, wire the funnel in tight, and turn CRO into a continuous discipline.
Marketing site stuck behind engineering?
Let's build your marketing engine.
Whether you're moving off a legacy CMS, integrating HubSpot properly, or starting a serious CRO program , we'll come back with a clear delivery model and start shipping inside the same quarter.