A comprehensive website redesign and CMS restructuring for a B2B printing supplies company built on HubSpot. The project focused on re-architecting site structure, improving usability, and engineering a fully dynamic, database-driven product catalog—enabling a scalable supplies library with thousands of SKUs while supporting a quote-based purchasing workflow.
Role & Scope
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Front-End CMS Developer / Implementor / Support
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I served as the primary front-end developer, collaborating closely with a project manager, content strategist, and designer. My work spanned theme architecture, complex module development, data modeling, and post-launch support.
The Challenge
The client’s site needed to support a large and growing supplies offering, but lacked a clear structure for presenting product information at scale. Without a centralized system for managing product data, updating or expanding the catalog would have required significant manual effort and made future growth difficult to sustain.
From a user perspective, the site did not provide a clear or consistent path for exploring available supplies or initiating a quote request, creating uncertainty in how visitors were expected to engage with the product offering. At the same time, the absence of a standardized theme made it challenging to maintain consistency or plan for expansion to related brands.
The Solution
I built a custom HubSpot theme consisting of eight templates and a flexible system of data-driven modules designed to support both marketing content and complex product workflows. The centerpiece of the solution was a multi-level supplies catalog powered by HubDB and built using Vue and HubL.
The catalog architecture allowed users to navigate from high-level categories down to searchable, filterable listings, with individual product lines displaying detailed specifications, downloadable solution sheets, and the ability to add items to a cart for quote requests. This structure made it possible to manage a large inventory while keeping the front-end experience fast and intuitive.
To support the broader site experience, I developed additional advanced modules, including a custom mega menu for navigating deep content hierarchies, HubDB-powered collapsible product and resource listings, searchable and filterable blog and case study libraries, and several interactive components such as a horizontally scrolling timeline, process step slider, collapsible tabbed Google Maps by state, hover-based content cards, and multi-CTA grids.
Implementation & Data Import
Beyond development, I played a significant role in implementation and data preparation. This included cleaning, structuring, and importing over 1,000 supplies products into HubDB, setting up related category and subcategory tables, and importing 185 product solution sheets with proper relationships. I also handled the migration of blog content from the previous CMS and implemented roughly half of the site’s approximately 100 pages, reviewing the remaining pages for consistency, quality, and adherence to design standards.
The Outcome
The finished site delivered a scalable, maintainable HubSpot solution that unified marketing content, product discovery, and quote-based purchasing into a single CMS. The client gained a significantly improved user experience, faster content updates through HubDB-driven architecture, and a catalog system capable of growing alongside their product offerings.
After launch, I supported the client with questions around the new setup and resolved post-launch bugs. The success of the project led the client to sign an additional engagement to create a child theme for a sister company, extending the original system to a new brand with minimal additional overhead.