Projects

Metropolitan Memorial Parks: HubSpot Content Hub Migration

Learn how Metropolitan Memorial Parks revolutionised their digital presence with HubSpot Content Hub, achieving a massive boost in user engagement while helping families navigate sensitive moments with greater ease.

View site
Hero

Client

Metropolitan Memorial Parks

Industry

Government

Platform

HubSpot

How it began 

When Metropolitan Memorial Parks (MMP) approached us about developing their website, we recognised that this project would require a deep understanding of both technical capabilities and human sensitivities. Memorial parks serve as spaces where technology must seamlessly support emotional needs, making this case study particularly instructive for understanding how digital transformation can enhance deeply personal services.

 

Understanding the Core Challenges 

The project faced three core challenges: a navigation system that had become overly complex over time, making it difficult for visitors to find information during emotional moments; fragmented systems operating in isolation, including separate CRM and event management platforms; and suboptimal website performance affecting both speed and search visibility.

Screens-MMP

 

MMP

Our Solution: HubSpot Content Hub Integration

We chose HubSpot Content Hub as our foundation, delivering five key advantages:

  1. Built-in SEO tools with automated suggestions and analytics, allowing content creators to focus on crafting meaningful messages

  2. Dynamic personalisation capabilities that deliver tailored experiences based on user interactions and extend to email communications

  3. Integrated analytics providing insights into user behavior, memorial service engagement, and family preferences

  4. Marketing automation that streamlines administrative tasks, from event registrations to CRM integration

  5. Robust security and compliance tools for protecting sensitive family information

The implementation focused on three core areas:

  1. User-centric navigation design based on cognitive psychology principles, creating intuitive pathways for emotionally sensitive tasks

  2. Seamless system integration through a central data management layer connecting CRM, event management, and frontend systems

  3. Multi-layered performance optimisation combining server-side improvements, frontend enhancements, and comprehensive SEO strategy

Implementation Methodology

Our iterative approach consisted of three phases:

  1. Discovery: Mapping both technical requirements and emotional user journeys through detailed personas and journey mapping

  2. Development: Building with component-based architecture for consistency and maintainability

  3. Testing: Comprehensive validation through automated testing and diverse user group feedback

MMP-laptop-home
45%
Reduction in time-to content through improved navigation
30%
Decrease in administrative tasks
MMP

Conclusions and Lessons Learned

This case study illustrates several key principles of successful digital transformation:

Understanding that technical solutions must serve human needs first has proven essential for creating meaningful digital experiences. The success of this project demonstrates how thoughtful technology implementation can enhance rather than replace personal connections.

The significant improvements in user engagement and operational efficiency show that digital transformation, when properly executed, can help organizations better fulfill their core mission of serving their communities.

Mobile-MMP

 

Frequently asked questions

Metropolitan Memorial Parks (MMP) moved to HubSpot Content Hub to fix three problems: navigation that had become hard to use, separate CRM and event management systems that didn’t talk to each other, and a slow website with weak search visibility. HubSpot gave MMP built-in SEO tools, personalisation, analytics, marketing automation and security in one platform.

The new Metropolitan Memorial Parks website cut time-to-content by 45% through improved navigation and reduced administrative tasks by 30%. Families can find the information they need faster, and MMP staff spend less time on manual admin such as event registrations and CRM updates.

Webcoda based the Metropolitan Memorial Parks navigation on cognitive psychology principles, creating clear pathways for emotionally sensitive tasks. The team mapped emotional user journeys through detailed personas during discovery, then tested the design with diverse user groups so that visitors under stress could find what they needed without effort.
Webcoda connected Metropolitan Memorial Parks’ CRM, event management and website through a central data management layer. Before the rebuild these systems ran in isolation. With HubSpot marketing automation, tasks like event registrations now flow directly into the CRM instead of being handled by hand.
Webcoda used an iterative process in three phases: discovery, development and testing. Discovery mapped technical requirements and emotional user journeys. Development used a component-based architecture for consistency and easier maintenance. Testing combined automated checks with feedback from diverse user groups before launch.

Have a project in mind? Let's chat now

Contact us today
Contacts

For all your AI Integration, HubSpot, Umbraco, Web Development, Web Design, Intranets and digital marketing projects, connect with us. Tailored solutions for success.

Logo-hubspot Logo-umbraco Logo-B-Corp Logo-xperience Logo-microsoft