Unlocking digital agility for a Global Talent & Leadership Advisory Firm

The challenge 

A global talent & leadership advisory firm’s website was a bottleneck to growth. Built on a legacy CMS platform, it had evolved into a complex tech stack that could only be navigated by the dev team — making it impossible for the marketing team to move at the speed of today.
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Our solution

Iron Horse Studio migrated the firm’s website to Webflow from AEM. The new site lets their teams create demand-optimized, brand-blessed web experiences on their own without developer involvement. 
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The results

• Marketing can build brand-safe content themselves
• Insight-driven page updates take hours, not days
• Time to launch non-routine pages reduced by 60%
• Site experiences optimized for humans and LLMs

Read the full case study below to see how we delivered these results.

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Achieving digital agility through enterprise website migration

“The word for the legacy CMS was frustration.”

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The talent & leadership advisory firm knew their website was a problem. Built on Adobe Experience Manager (AEM) and evolved over the years with other tools, every change required a dev ticket. The financial cost of maintaining multiple tools was enormous, but an even bigger problem was the impact on the company’s marketing efforts. With every request going through the same small team, campaign pages could take weeks to stand up, while simple fixes waited in the wings. 

“The word for the legacy CMS was frustration," the senior director of digital & web strategy explained.

This complexity impacted every team. Demand Gen could not move at the pace of the market. Engineering was struggling to keep up. Design had no clean way to track down and address brand inconsistencies. And, the Web team could not get what they needed out of the platform to execute a digital strategy for growth. 

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The Iron Horse Studio solution

Iron Horse Studio helped the firm evaluate several low-code/no-code platforms before landing on Webflow Enterprise. Deciding factors included Webflow’s highly flexible development environment, persona-based publishing controls, and scalable design system, as well as the projected savings from platform consolidation.

To meet the enterprise company’s demand generation and digital strategy goals, Iron Horse Studio built an AEM-to-Webflow site migration plan that included:

• Extensible foundation. The new website was built to not only provide incredible flexibility for today’s use cases, but in anticipation of further needs. 
• Scalable design system. We built a shared set of reusable styles, components and patterns to ensure brand consistency across the site. All new content is governed by this system — whether built directly in Webflow or vibecoded in Claude and published on Webflow Cloud.
• Democratized analytics. Iron Horse studio implemented Mixpanel and Webflow Analyze, enabling the marketing team to engage with site analytics directly whenever and however they need to, for faster, better decision-making.
• CRO and personalization planning built-in. Iron Horse Studio developed and manages a calendar of conversion rate optimization (CRO) experiments for the firm’s high-traffic pages. 

As part of the process, we reviewed metrics to help their team make critical decisions to improve the user journey and optimize the site for both human and agentic traffic, including removing and consolidating pages and rethinking layouts to improve page load times. 

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Where the magic happened

“Iron Horse Studio delivered on time, on spec, with zero drama.”

The decision to migrate a 7,000+ page enterprise website, spread across 13 geos, is not one to take lightly. Key considerations for the firm included how to protect SEO, ensuring minimal downtime during data migration, and de-risking the global launch.

At the same time, everyone agreed this was not to be a lift-and-shift project. The goal was to increase agility — not simply transfer the same problems to a new system.

This is where Iron Horse Studio’s enterprise experience, Webflow expertise, and collaborative approach really stood out. 

"Iron Horse Studio delivered on time, on spec, with zero drama," the CMO said. Keys to this success included:

• One-team mindset. We began with a series of collaborative workshops to define the vision, align on the site architecture, and develop the site migration plan. From there, we met regularly with the core team to review progress and solve issues as they emerged, together. 
• Early access. Key team members began using the system early in the process, allowing them to test and improve workflows and accelerate onboarding once the site was live.
• Pre-launch work freeze. We established a lockdown on new content ahead of launch to ensure a smooth QA process for the new build, with plenty of notice so teams could plan ahead. 
• Efficient content migration. Throughout the process, we used AI-based tools with human oversight to handle routine tasks across site pages, including using Webflow MCP to quickly and accurately move content from AEM to Webflow. 

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This is what great looks like

“Things are 180 degrees different. Before, three people handled everything. Now 24 people in our marketing org are trained to handle their own content in Webflow.”

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The enterprise firm began seeing the results of the migration right away. On the technical side, their AEO health score more than doubled, while a critical page load time metric decreased by 92% — dramatically improving both the user experience and search and LLM visibility. 

But the real win is in the control their teams now have to build, manage, and optimize pages in support of their ongoing demand generation and digital strategy goals.

“Things are 180 degrees different," explained the company's senior manager of web design & development. "Before, three people handled everything. Now 24 people in our marketing org are trained to handle their own content in Webflow.”

For this global talent & leadership advisory firm, migrating to Webflow has led to:
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Reduced tech debt and platform costs

The shift to Webflow Enterprise cut platform costs by 60% and reduced the number of platforms the engineering team needs to maintain.

Self-serve content creation

Field marketing managers and other campaign activators can now compose content in the platform themselves. Their time to launch new, non-routine pages has decreased from weeks to less than a week, while routine builds and updates can go up in less than a day.

Insight-driven visitor experiences

With Mixpanel and Webflow's AI-enabled analytics, campaign managers and demand gen leaders can now see users’ actions before and after visiting specific pages, giving them better insight into what works — and what doesn’t — for different audience segments.

Always-on optimization

With the help of Iron Horse Studio, the firm is using Webflow Optimize to automatically adjust page experiences for different visitor cohorts, based on real behavior, throughout their campaigns.

Creativity and growth

Rather than spending their time on production support, the web engineering team is focused on developing new customer experiences that can be rapidly produced by content managers.

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