How a Regional Bank Modernized Its Digital Foundation with HubSpot CMS
Client Overview
Meridian Bank is a regional financial institution serving communities across the Northeast. Committed to financial well-being and digital innovation, the bank provides personal, business, and mortgage services designed to meet the evolving needs of its clients.
Client: Meridian Bank
Industry: Financial Services
Solution Delivered: Website Migration + HubSpot CMS Enablement
HubSpot Products Used: CMS Hub
Timeline: 9 weeks
Key Outcomes
Centralized Website Management
Migrating the legacy CMS to HubSpot gave the team full control from a single, unified platform.
Reusable, Scalable Web Components
Modular templates and components now enable faster builds and consistent brand execution.
Greater Agility and Faster Time-to-Market
Marketing updates can be made quickly without bottlenecks, improving operational speed.
Stronger Lead Discovery and Engagement
Improved site structure and tracking enhanced visibility and capture for the mortgage division.
Tina Martin
Art Director, Mole Street
The Challenge
A regional bank’s mortgage division needed to launch new digital capabilities ahead of the real estate high season. Their legacy CMS lacked flexibility, requiring IT intervention for every update and slowing execution across teams. The system’s limitations created dependency, inefficiency, and operational risk.
Rigid Legacy Platform
The bank’s website was built on ExpressionEngine, a platform that made even the smallest updates cumbersome. Marketing teams were unable to make changes directly and had to rely on developers for routine updates. This dependency slowed digital execution and created bottlenecks, especially during peak mortgage demand.
Fragmented Digital Experience
Loan officers had no unified space to engage with prospects or showcase their expertise. Instead, they were forced to rely on third-party sites and inconsistent templates. Without centralized content or control, the bank missed opportunities to build trust, capture leads, and present a cohesive digital experience.
Limited Team Autonomy
Real-time execution was nearly impossible. Marketing couldn’t launch new pages or campaigns without involving IT, which introduced delays and confusion. Momentum stalled, internal frustration rose, and the bank lacked the flexibility needed to support evolving business priorities.
Compressed Timeline
With just nine weeks before the real estate high season, the bank was racing against the clock. They needed a secure, scalable platform that could be used immediately by marketing teams. Success depended on seamless coordination between marketing, IT, and leadership — and a system built for speed and sustainability.
Key Deliverables
HubSpot CMS Migration
Moved from ExpressionEngine to HubSpot to create a unified, flexible platform that supports long term growth.
Modular Architecture
Built reusable modules and templates that accelerate page creation and simplify ongoing site management.
Loan Officer Directory
Developed a searchable database that enables branch and city based discovery for faster user navigation.
Personalized Pages
Created loan officer landing pages with tailored CTAs and local SEO enhancements to improve lead conversion.
Governance Framework
Established a scalable operating structure that empowers the team to manage and optimize marketing independently.
SEO Foundation
Implemented a pillar page framework designed to strengthen mortgage visibility and improve organic reach.
The Solution
Mole Street partnered with Meridian Bank to modernize its web infrastructure through a HubSpot CMS implementation designed for flexibility, scalability, and long-term governance.
The project focused on empowering internal teams with a system that could support real-time marketing execution and ongoing optimization while eliminating reliance on developers.
HubSpot CMS Migration & System Architecture
Mole Street migrated the bank from a rigid ExpressionEngine platform to HubSpot CMS, creating a unified and secure environment for content management. The new system featured reusable templates, modular content blocks, and structured navigation that enabled non-technical users to quickly launch and manage new pages. This foundation enabled faster execution and reduced reliance on IT.
Scalable Module Library
Mole Street built a library of HubSpot modules that the marketing team could use to create new pages on demand. These included customizable components for headers, testimonials, awards, and specializations. With reusable structures in place, the team gained flexibility and consistency across the website while achieving long-term scalability.
Personalized Client Experience
Mole Street supported the mortgage division by creating personalized landing pages for each loan officer using HubSpot’s CMS personalization features. These pages included CTAs, location data, bios, and embedded maps, increasing discoverability and engagement. The new architecture also enabled branch-level visibility and direct lead routing through HubSpot forms.
Centralized Search Functionality
A custom HubSpot-powered search feature was developed to allow users to discover loan officers by city, branch, or name. The system connected mortgage prospects with the right contacts quickly and improved the user experience with a clean, searchable interface. Loan officer data was structured in HubSpot to support this functionality and future integrations.
Governance & Future-Ready Design
The new CMS was built with governance and long-term scalability in mind. Design standards, reusable components, and structured templates empowered Meridian's internal teams to operate independently. The architecture allows for ongoing optimization, future service expansion, and integration with the bank’s broader technology ecosystem.
Before and After Mole Streert
Website Management
Before
Dependent on IT for updates
After
Marketing managed HubSpot CMS
Impact
Faster launches and updates
Page Creation
Before
Manual builds and inconsistent layouts
After
Modular templates and reusable components
Impact
Greater efficiency and brand consistency
Lead Discovery
Before
Loan officers hard to find online
After
Searchable directory by branch and location
Impact
Increased visibility and engagement
Content Flexibility
Before
Rigid structure on legacy CMS
After
Scalable architecture with dynamic content blocks
Impact
Easier campaign deployment
Team Agility
Before
Siloed processes and slow turnaround
After
Unified system enabling marketing independence
Impact
Enhanced speed and collaboration
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