Overview

Plumery is a digital banking AI development platform for banks, fintechs and credit unions. Its technology gives financial institutions a flexible foundation for creating and adapting digital banking journeys while retaining control over their product strategy.

As Plumery’s proposition and content grew, its public website needed the same flexibility. Squads joined a wider delivery team to audit the legacy site, build the client’s designs in a new headless stack, migrate the right content and establish dependable measurement from launch.

Challenge

Plumery’s legacy WordPress site had accumulated more pages and technical complexity than the next phase of the brand required. A like-for-like rebuild would have carried the same problems into the new platform.

The migration needed to improve the foundation while protecting search value, preserving essential content and fitting into a larger client-led delivery programme. The starting point included:

• 157 legacy page URLs requiring keep, improve, merge or redirect decisions.

• A highly concentrated audience journey: the homepage generated 61.0% of views, while many pages attracted little traffic.

• Mobile performance and search-health issues, including a Lighthouse score of 43 and widespread metadata and duplicate-content problems.

• A tracking setup built for the old site, with click-based conversion proxies, duplicate-tag risk and incomplete consent controls.

• Multiple teams, owners and dependencies across design, content, development, CRM and marketing analytics.

The work had to move from audit to launch without slowing the broader team or losing the parts of the existing site that already supported users and organic discovery.

Solution

Squads combined website engineering and marketing analytics, taking responsibility for a defined delivery stream while coordinating closely with Plumery and the other project contributors.

Key actions included:

Evidence-led migration plan: Combined GA4, Google Search Console, Lighthouse, SEMrush and a manual site review into a page-level decision tool. Content was prioritised for keeping, improvement, consolidation or redirecting.

Headless rebuild: Migrated the site from WordPress to Payload CMS and Next.js. Reusable content blocks and page templates translated Plumery’s designs into a responsive, maintainable front end.

Coordinated delivery: Worked as part of the larger project team, adapting to locked designs, implementation dependencies, content decisions and feedback throughout the build.

SEO and content continuity: Migrated prioritised pages and media, implemented metadata, sitemap and redirect rules, and tested the site before go-live.

Measurement by design: Defined a versioned dataLayer for interactions, successful form submissions and downloads, then implemented a clean Google Tag Manager container connected to GA4 and LinkedIn. Consent rules, production-host protection, duplicate prevention and privacy checks were built into the release process.

Result

The new website launched on Plumery’s domain with the headless architecture and its measurement stack tested in production:

• A modern Payload CMS and Next.js foundation that supports reusable components and ongoing content development.

• A selective migration shaped by evidence, preserving proven pages and search opportunities while avoiding a one-to-one copy of the legacy site.

• Responsive implementation of Plumery’s designs across the new site.

• Consent-aware GA4 and LinkedIn measurement for key interactions, successful forms and downloadable content.

• A controlled cut-over with staging isolation, production validation and clean-up of obsolete tracking configuration.

Perspective

Plumery’s migration shows that replatforming works best when technology, content and measurement are treated as one delivery problem. Squads moved between audit, implementation and analytics while working inside a wider client team. That adaptability helped the project retain momentum, respond to dependencies and reach launch with both the site and its tracking ready to operate.