Overview
Hopstack helps businesses take charge of their warehouses, remove bottlenecks, and boost fulfillment efficiency, all without increasing costs. With an unmatched 99.8% order accuracy, they’ve shipped over 6 million orders to date. The company also secured $2.7M in seed funding.
Following the HubSpot CMS migration with Surge, Hopstack achieved:
- 266.4% increase in organic traffic
- Domain Authority score improved to 37 (up from 24)
- Keyword rankings improved by 327.4K positions
Challenge
When Hopstack reached out to Surge, they had a clear pain point. Their resource library was driving significant organic traffic, but their five-year-old website design and outdated CMS were preventing conversions. The user experience was frustrating and the backend structure was unscalable.
Key Challenges
- Slow page load times and bulky code leading to high bounce rates and poor Core Web Vitals
- Unstructured content with missing semantic markup, limiting keyword reach and topical authority
- No scalable CMS process for blogs or resources, causing stagnant organic growth
- Technical errors such as broken links and missing meta tags wasting crawl budget and causing ranking volatility
The goal was to deliver a modern design, migrate the massive content library into HubSpot CMS, and enhance SEO without losing rankings.
Solution
Hopstack provided a detailed brand guide, which Surge incorporated into the new HubSpot CMS design. The focus was on performance, scalability, and a clean user experience.
Our Approach
- Custom HubSpot theme with responsive, mobile-first layouts
- Minimal design approach, prioritizing usability over heavy animations
- Clean, semantic HubSpot development to improve load speeds and Core Web Vitals (CLS < 0.3, LCP < 2.5s, FID < 100ms)
- Technical SEO overhaul, including fixing broken links, structured markup, and optimized meta data
- Seamless migration of 500+ CMS items into HubSpot, with no loss of ranking
- Advanced filtering logic inside HubSpot CMS using custom code for resources
Before vs After
| Aspect | Before | After |
|---|---|---|
| Design | Dated and cluttered, weak visual hierarchy | Minimal, modern SaaS-aligned design highlighting Hopstack’s core offering |
| Performance | Poor load speed and heavy CMS structure | Optimized HubSpot CMS with clean development for lightning-fast performance |
| Architecture | Confusing backend, inconsistent naming conventions | Logical structure using Client-First methodology, scalable for growth |
| CMS | Messy, hard to manage, limited scalability | Robust HubSpot CMS with advanced filters, easy to manage and scalable |
| SEO | High organic traffic, but poor UX stopped conversions | Conversion-optimized design with SEO stability intact |
Little Details, Huge Impact
We knew Hopstack’s design had to communicate both aspects of the business:
- Physical warehousing
- Software as their main product
Our team studied the UI in detail and created abstract snippets representing the software. These were combined with warehouse imagery, achieving two goals:
- Visitors could immediately understand Hopstack’s offering by connecting software to logistics
- Competitors could not access core UI details, since only abstract visuals were used
A Complete CMS Overhaul
Hopstack’s resource library was huge and included:
- 130 Blogs
- 10+ Guides & E-books
- 1 Report
- 129 Glossaries
- 20 Newsletters
- 6 Case Studies
- 260+ Directories
We restructured the CMS inside HubSpot by:
- Exporting and cleaning all old CMS data
- Rebuilding CMS fields for scalability
- Importing data into HubSpot CMS
- Redefining categories and filters for easier navigation
- Creating a future-proof resource hub
Result: A powerful HubSpot CMS that is both scalable and user-friendly.
SEO & Performance Results
- Organic Traffic: 23.2K/month (31% month-over-month growth)
- Organic Keywords: 11.9K (from almost zero)
- Engagement: Pages per visit 2.66 (104% increase), Avg. duration 8:31 (97% increase)
- Bounce Rate: 63.5% (27% reduction)
- Backlinks: 3.4K backlinks from 845 domains
Hopstack now dominates peers, capturing more than 4.3K high-value keywords (2–3x industry average) and owning rich SERP features such as snippets and knowledge panels.