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Why big organisations are moving to boutique digital agencies and why the big agencies should be nervous

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Clarifying aged care and disability services through digital restructuring

A large aged care, retirement living and disability services provider engaged ID Digital to migrate from a fragmented WordPress environment to a modular HubSpot CMS ecosystem. The legacy site suffered from page builder sprawl, plugin conflicts and security vulnerabilities, limiting marketing agility. We restructured the digital architecture into service-specific domains with shared CRM alignment, improving SEO clarity, audience segmentation and internal publishing autonomy.

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An essential part of living
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Migration from unstable WordPress to governed HubSpot CMS

The previous WordPress platform was difficult to maintain, insecure and reliant on developers for minor updates. We rebuilt the site within HubSpot CMS using a modular component system, eliminating plugin conflicts and restoring performance stability. Marketing teams can now create campaigns and landing pages independently within defined brand guardrails.

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Modular design system with governance controls

A reusable module framework was built inside HubSpot CMS, including global components, structured templates and role-based publishing permissions. This ensures brand consistency while enabling distributed teams to manage content. The architecture supports service expansion without structural rework.

We focused on creating a connected ecosystem across multiple sites, making it easier to manage content while delivering a consistent experience for users.

Florian

Digital Project Manager

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Multi-domain architecture aligned to service segmentation 

A single, confusing domain was restructured into dedicated service microsites for aged care, retirement living and disability services. Each domain now clearly articulates its unique value proposition while sharing CRM infrastructure. This improves SEO performance, reduces audience ambiguity and supports more targeted acquisition strategies.

Impact

A scalable digital ecosystem enabling clarity, autonomy and service-led growth
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Clearer service differentiation

Dedicated domains improve understanding across aged care, retirement and disability audiences.

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Improved internal publishing autonomy

Marketing teams can launch campaigns without developer reliance.

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Stronger SEO and audience alignment

Segmented domains improve keyword targeting and search intent clarity.

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Platform built for rapid expansion

Modular architecture supports new services and market responsiveness.