Building a Modern Web Infrastructure
Role: Regional Web Lead – Site Audit, Architecture & Compliance
Timeline: Full audit + blueprint phase before implementation
Scope: Multi-region migration · Lead-gen optimization · Security modernization · Governance mapping
Executive Summary
As part of a global website modernization initiative, I led the regional audit and blueprinting phase for migrating the North America site from WordPress to Adobe Experience Manager (AEM).
My responsibilities focused on designing a website that:
- Improved lead generation and funnel clarity
- Standardized security and compliance practices
- Streamlined content governance
- Created an information architecture aligned with AEM’s modular structure
- Ensured compatibility with new Salesforce-connected form systems
- Supported upcoming global privacy compliance requirements
Although I left before implementation, my deliverables became the foundation for the regional build.
The Business Problem
The regional site needed modernization for several reasons:
Structural Issues
- Pages grew organically over years without hierarchy
- Navigation was inconsistent and difficult to expand
- Product content buried under multiple layers
Lead-Generation Problems
- Contact forms were inconsistent and lacked metadata
- Landing pages weren’t optimized for conversion
- No unified CTA strategy across product pages
- No lead attribution framework connected to Salesforce
Security & Compliance Gaps
- Inconsistent cookie banners
- Non-compliant forms
- Lack of standardized consent logic
- No protection model for regional dark sites or emergency communications
Technical Constraints
- WordPress plugins created security risks
- Performance inconsistency
- No shared component library
Modernization Need
The site needed to align with the global corporate AEM model while still supporting unique regional business priorities
Role & Ownership
Full Regional Site Audit
- Current pages + purpose
- Outdated or redundant content
- SEO gaps
- Lead-gen opportunities
- Accessibility issues
- Component reuse opportunities
- Pages that needed consolidation
- Pages that should be retired
Information Architecture (IA) Design
- Global → Regional alignment
- Product taxonomy recommended for AEM structure
- Crosslinks between business units
- Optimized top navigation
- Breadcrumb structure
- Template recommendations for product pages, services, and forms
- More intuitive user flows from homepage to lead conversion
Lead-Generation Framework
- Standard CTA hierarchy for product pages
- Recommended placement of forms, downloads, and demos
- Salesforce form integration logic
- Rules for capturing consent metadata
- Funnel-specific landing page templates
- UTM governance for regional campaigns
- Tracking parameters tied to GA + CRM attribution
- Creation of high-value content paths for MQL identification
Component Governance & Best Practices
- Page templates
- Content block types
- Hero image standards
- CTA module variants
- Localization rules
- Asset management best practices
- Version control logic
- Permissions model for editors
Security & Modernization Requirements
- Cookie compliance standards
- Secure form handling
- HTTPS verification
- Cross-region privacy alignment
- Dark site activation workflow (emergency communications)
- Role-based access controls (RBAC)
- Approved integrations list
Cross-Functional Coordination
- IT (AEM implementation team)
- Global web team
- Salesforce CRM team
- Legal/governance
- Product marketing
- Regional content owners
Project Plan & Process
Phase 1: Full Audit
- ~All site pages
- Current navigation
- Technical SEO baseline
- Page load performance
- Compliance issues
- Legacy content requiring migration or retirement
- All WordPress forms + plugins
- Current lead tracking methods
- Creation of content inventory and migration priority list
Phase 2: Experience Mapping
- Entry points for key personas
- Unnecessary friction points
- Missing conversion opportunities
- Product hierarchy issues
- Broken or circular navigation loops
Phase 3: Information Architecture Blueprint
- A new main menu
- Streamlined footer navigation
- Product and service taxonomies
- A visual site map
- Guidelines for how content cascades between global and regional pages
Phase 4: Lead Generation & Forms Strategy
- Form placement rules
- Consent capture logic
- Data routing for Salesforce
- Standardized metadata fields
- UTM structure for attribution
- Recommended templates for landing pages
Phase 5: AEM Component Governance
- Required components
- Optional components
- Deprecated layout patterns
- Editorial guardrails
- Image/copy ratio recommendations
- Mobile responsiveness rules
Phase 6: Security + Compliance Requirements
- Cookie acceptance improvements
- Consent storage rules
- Form language requirements
- Data retention recommendations
- Emergency “dark site” process for crises
- Regional governance alignment
Results & Impact
Strategic Impact
- The blueprint defined how the North America region would modernize its digital presence.
- Created alignment with global corporate guidelines while supporting regional needs.
- Established a scalable structure for future content and product updates.
Operational Impact
- Reduced long-term maintenance by standardizing components and templates.
- Simplified training for future content editors.
- Eliminated duplicated, redundant, and outdated content.
Compliance Impact
- Ensured all forms and data flows would be legally compliant at launch.
- Set up the region for frictionless Salesforce integration.
- Removed historical privacy and tracking risks.
Lead-Gen Impact
- Improved funnel clarity and reduced drop-off points.
- Enabled far more accurate tracking and attribution.
- Laid the foundation for higher-quality MQL production.
Technical & Methodology
I used a structured audit to assess the full scope of the existing WordPress site:
Content Analysis
- Page purpose classification
- URL mapping and taxonomy review
- Duplicate content detection
- Redundant/obsolete content tagging
- Accessibility scoring
Technical Audit
- Performance benchmarks
- Plugin dependency assessment
- Security vulnerabilities
- SEO gaps and crawl issues
Outcome:
A prioritized migration inventory and retirement plan, reducing page volume by ~40%.
I developed the complete IA pattern for the new AEM structure using these guiding principles:
- Max 3-level hierarchy for crawlability & UX
- Hub-and-spoke model for products and applications
- Modular content blocks anticipating AEM components
- Cross-linking rules for improved discoverability
- Consistent taxonomy for resources: Whitepapers / Data Sheets / Case Studies / Applications
Outcome:
A future-proof navigation system aligned to global brand and AEM’s component model.
I created governance rules that defined:
- Page ownership by business unit
- Approval workflows (Marketing → Legal → Web Ops)
- Template usage requirements
- Metadata standards (title length, schema markup, alt text)
- Rules for retiring outdated content
- Publishing guardrails to avoid content sprawl (common AEM issue)
Outcome:
A sustainable editorial model that prevents the “WordPress bloat” from reoccurring
Designed a modern lead system built for Salesforce integration:
Form Strategy
- Salesforce Web-to-Lead logic
- Standardized form fields
- Required opt-in and consent metadata
- Hidden UTM fields for attribution
Conversion Architecture
- CTA hierarchy per page type
- Behavioral trigger points (download, product interest, contact)
- Recommendation for gated vs. ungated assets
Outcome:
A cleaner, more predictable funnel that increases MQL quality and reduces routing errors.
Built on the privacy case study and prepared for regional global compliance:
- Updated cookie banner design and logic
- Explicit opt-in checkbox on all forms
- Privacy policy versioning
- Automated consent logging
- Dual storage model (Salesforce + Excel/SharePoint backup)
Outcome:
A compliant website foundation supporting GDPR, CCPA, and global policy adoption.
Rather than simply migrating content “as-is,” I defined component usage standards for the new AEM site:
- Standard hero templates
- Card grids for product groupings
- Resource components with metadata
- Reusable CTA modules
- Accordion elements for technical content
- Contact form blocks with regional routing
Outcome:
A scalable component ecosystem that reduces developer dependency and speeds up content creation.
Each month, I documented requirements to harden the site and modernize key systems:I tested:
- Mandatory HTTPS
- Removal of risky WordPress plugins
- Approved third-party integrations list
- Dark-site capability for crisis communication
- Role-based AEM permissions
- Rules for asset storage (DAM)
Outcome:
A regionally secure environment ready for enterprise deployment.