Projects

Sydney Zoo: High-Traffic HubSpot CMS Implementation

As a certified HubSpot agency in Sydney and an official HubSpot partner in Australia, Webcoda delivered a high-traffic HubSpot CMS implementation for Sydney Zoo — migrating from WordPress to HubSpot Content Hub, building a custom ticketing integration, and creating a scalable digital platform for one of Australia's most-visited tourism destinations. If you're looking for a trusted HubSpot implementation partner in Australia, this project shows exactly what we deliver.

View site
Hero

Client

Sydney Zoo

Industry

Tourism

Platform

HubSpot

How it Began: From WordPress to HubSpot Content Hub

Our engagement with Sydney Zoo grew organically from our long-standing HubSpot CMS partnership with Sydney Harbour BridgeClimb — part of the same organisation. After seeing the results of that HubSpot Content Hub implementation firsthand, Sydney Zoo chose Webcoda to deliver a similarly robust HubSpot CMS platform: integrating their ticketing system with CustomLinc and laying a scalable, future-ready foundation for digital growth in Australia's competitive tourism and attractions sector. This is a common path — one organisation sees a successful HubSpot migration and brings us in to replicate that success across their portfolio.

 

Designing a HubSpot CMS Ticketing Experience for Australian Visitors

For organisations running HubSpot CMS, the challenge is often connecting your existing third-party tools — ticketing systems, booking engines, CRMs — without sacrificing the seamless user experience your visitors expect. At Sydney Zoo, CustomLinc powered the booking engine, but Webcoda built a fully custom interface layer over the HubSpot CMS integration — streamlining complex logic, reducing checkout friction, and guiding Australian visitors smoothly from selection to purchase. The result: a fast, intuitive buying journey that works seamlessly within HubSpot Content Hub, without replacing the existing back-end infrastructure.

Screens-MMP

 

Sydney Zoo

A Phased HubSpot CMS Migration: Integration First, Full Content Hub Second

One of the most common concerns we hear from HubSpot customers considering a CMS migration is the fear of disruption. Sydney Zoo's phased approach demonstrates that it doesn't have to be all-or-nothing. Rather than a full platform overhaul from the outset, we began with a targeted HubSpot integration while the site remained on WordPress. At the time there was no HubSpot presence at all — but there was a clear opportunity to improve marketing capability, data visibility, and campaign performance. By progressively introducing HubSpot CMS across the site to support content, tracking, and campaign activity, the Sydney Zoo team was able to adapt and adopt without losing momentum — all while building toward full consolidation on HubSpot Content Hub.

What's Next: Full HubSpot Content Hub Implementation for Sydney Zoo

The next stage for Sydney Zoo brings HubSpot Content Hub to the centre of every aspect of their digital experience — creating a true marketing powerhouse built on the HubSpot platform. If you're already a HubSpot customer looking to unlock more from your investment, this roadmap reflects what a mature HubSpot CMS implementation looks like. Key HubSpot CMS features Webcoda will implement include:unified Australian platform. Key HubSpot CMS features Webcoda will implement include:

  • Smart content and personalisation based on visitor behaviour — to show different offers to members versus first-time visitors
  • Advanced analytics and attribution across campaigns and channels — connecting the full path from visit to ticket purchase
  • Integrated HubSpot CRM, forms, and marketing automation — all visitor data in one place
  • Campaign management and end-to-end performance tracking — faster campaign launches with HubSpot CMS page templates
  • SEO tooling and content optimisation built into HubSpot CMS — topic clusters, meta, and on-page recommendations
  • Flexible page building for rapid campaign launches — no dev dependency for marketing-led landing pages
Deeper insight into the full customer journey — from first website visit to ticket purchase and beyond
Sydney Zoo
Sydney Zoo Testimonial
Sydney Zoo has worked closely with Webcoda for several years as we’ve continued to evolve our digital platform. Their team has been a reliable partner in helping us deliver a range of strategic improvements, working with us to implement initiatives as our business and customer experience requirements have grown 

Ronan Alonzo, Head of IT

45%

Reduction in time-to content through improved navigation 

30%

Decrease in administrative tasks 
Sydney-zoo-landing

Key Takeaways: HubSpot CMS Implementation Lessons from Sydney Zoo

The Sydney Zoo HubSpot CMS implementation is a compelling example of how phased, partnership-driven digital transformation delivers measurable results — without disrupting day-to-day operations for an Australian tourism organisation.

By starting with a targeted HubSpot integration — rather than a full platform overhaul — we were able to deliver immediate value while building toward a more capable, consolidated system over time. The custom interface layer built over the CustomLinc ticketing integration proved that thoughtful UX design can dramatically reduce friction, even when the underlying infrastructure is complex.

The key lessons from this engagement:

  • Start with the user journey. Every technical decision was guided by how it would affect the visitor's path from discovery to ticket purchase.
  • Progressive is better than disruptive. Phasing the migration from WordPress to HubSpot allowed the Sydney Zoo team to adapt and adopt without losing momentum.
  • Integration is a foundation, not a finish line. What began as a ticketing integration has grown into a scalable digital platform — and there's more to come.

Our ongoing partnership with Sydney Zoo reflects a shared commitment to continuous improvement, and we're excited about what the next phase of the HubSpot Content Hub rollout will unlock.

Mobile-MMP

 

Frequently asked questions

Webcoda, a certified HubSpot partner agency based in Sydney, built Sydney Zoo’s website on HubSpot CMS. Webcoda migrated the site from WordPress to HubSpot Content Hub, integrated the zoo’s CustomLinc ticketing system, and created a scalable digital platform for one of Australia’s most-visited tourism destinations.

Sydney Zoo moved to HubSpot CMS to improve its marketing capability, data visibility and campaign performance. Before the project, the zoo had no HubSpot presence. Webcoda had already delivered a HubSpot Content Hub site for Sydney Harbour BridgeClimb, which is part of the same organisation, so Sydney Zoo chose Webcoda to deliver a similar platform.
Sydney Zoo’s tickets are sold through CustomLinc, a third-party booking engine integrated with the HubSpot CMS website. Webcoda built a custom interface layer over that integration. It simplifies the booking logic and reduces checkout friction, guiding visitors from choosing tickets to paying. The existing CustomLinc back end stayed in place.
Yes. Sydney Zoo used a phased migration. Webcoda first added a targeted HubSpot integration while the site stayed on WordPress, then progressively introduced HubSpot CMS for content, tracking and campaigns. The zoo’s team adopted the new platform without losing momentum, while building toward full consolidation on HubSpot Content Hub.
Sydney Zoo achieved a 45% reduction in time-to-content through improved navigation and a 30% decrease in administrative tasks. Ronan Alonzo, Sydney Zoo’s Head of IT, described Webcoda as a reliable partner that has helped the zoo deliver strategic improvements over several years.

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