Plug and Play: a global website for 50+ offices

The challenge

• A fragmented experience: inconsistent navigation, structure and content that was hard to scale.
• A bottleneck: everything went through the central marketing team, which received constant requests from the offices.
• Lots of new content: startup investments every week, new programmes and location changes.
• Disconnected data: startups, programmes and locations lived in separate tools.
• Slow: the site was hosted only in the US and loaded slowly everywhere else.

How we did it

1. Strategy and messaging

Workshops with leadership to redefine mission and vision, ideal customer profiles (ICPs) and the messaging and positioning. The new site had to reflect the company’s global identity and growth strategy.

2. Platform and architecture

We rebuilt the site on Magnolia, a headless CMS, and connected it to Playbook, the internal SaaS platform, as the single source for startups, programmes and locations. One system instead of duplicating updates by hand: half the content work.

3. A new governance model

We moved from a fully centralised model to a scalable one: local offices publish with controlled permissions, clear roles and standard templates. No bottlenecks, and brand consistency intact.

4. SEO on a headless architecture

• Server-side rendering (SSR) and pre-rendering of key pages.
• Clean, crawlable URLs for every content type.
• Dynamic sitemaps fed by Playbook.
• Optimised metadata, structured data, internal linking and performance.

5. Martech and infrastructure

We integrated HubSpot for inbound and Salesforce for sales and pipeline, connecting the website directly to marketing and the business. And we moved hosting to Amazon Web Services to serve fast worldwide.

A global website isn’t a design project: it’s brand, data, governance and technology working together.

See the site: plugandplaytechcenter.com