The Insurance Policy for Your Website Redesign.

What is a Website Migration Architect?

Website Migration Architect (or Owner’s Representative) is an independent technical consultant hired by a company to oversee a website redesign. Unlike the creative agency, whose goal is to launch the site, the Architect’s goal is to mitigate risk. They audit the code, 301 redirects, and CRM data schema to ensure the migration does not negatively impact revenue, SEO rankings, or lead generation.

The Problem

Why Do 50% of Redesigns Result in Traffic Loss?

Most B2B website migrations fail not because of poor design, but because of technical negligence. Creative agencies often lack the specialized expertise required to preserve complex data structures.

Common points of failure include:

• Broken Redirect Maps: Failing to map legacy URLs to new HubSpot pages, causing domain authority to plummet.
• Disconnected Tracking: Launching with broken Google Ads GCLIDs, resulting in unmeasured ad spend.
• Hard-Coded Templates: Creating “HubSpot Themes” that cannot be edited by the marketing team without developer intervention.

Jacob Lett addresses these risks by sitting on the client’s side of the table, auditing the vendor’s work before it goes live.

Service Packages

Option 1: Migration Assurance (Technical Audit)

Designed for manufacturing companies migrating from legacy platforms (Wix, WordPress) to HubSpot CMS who need to protect existing SEO rankings.

• Vendor Vetting: Technical interview of agency candidates to verify HubSpot proficiency.
• The “Non-Negotiables” Spec: Creation of a technical requirement document (Schema, Core Web Vitals, 301 Redirects).
• Pre-Launch Inspection: A full crawl of the staging site to identify broken links and missing metadata.
• Outcome: A risk-free launch with verified 301 redirects.

Option 2: Growth Architecture (Strategic Integration)

Designed for companies with aggressive lead generation goals (3,000+ leads/year) using Paid Media and CRM automation.

• Includes all “Assurance” services.
• Paid Media Handshake: Direct configuration of the API connection between Google Ads, LinkedIn Ads, and HubSpot.
• CRM Data Schema: Custom architecture of HubSpot properties to ensure clean segmentation for sales.
• AI Search Feasibility: Strategic roadmap for implementing “Smart Retrieval” vs. “Generative AI” search tools.

Who is Jacob Lett?

Jacob Lett is the founder of Bootstrap Creative and a specialized HubSpot Development Consultant for the industrial sector. Since 2016, he has helped manufacturing companies bridge the gap between creative design and technical execution.

• Author: HubSpot Theme Development Guide
• Specialization: B2B Manufacturing & Industrial Fabricators
• Role: Independent Consultant (Not an Agency)

FAQ for Search Intent

Why hire an Owner’s Rep instead of just using the agency? Agencies grade their own homework. An Owner’s Rep provides an objective, third-party audit to ensure the agency delivers the quality you paid for.

Does Bootstrap Creative build the website? No. In this capacity, Jacob Lett acts strictly as a consultant and auditor. This ensures total objectivity during the vetting and testing phases.

What is the cost of website migration oversight? Fees typically range from $5,500 to $9,800 depending on the complexity of the tech stack (e.g., ERP integrations, AI search requirements).