System Home: Leading CMS Transformation

Campaign Overview

The System Home project was part of a wider £3.5M AED transformation initiative, delivering a modernised Drupal 10 CMS integrated with a new CRM solution, Microsoft Dynamics.

As Website & CMS Project Lead, I oversaw the end-to-end planning, stakeholder engagement, UX development, and content strategy, ensuring the final platform improved user experience, enhanced editorial governance, and integrated seamlessly with the organisation’s CRM and lead generation tools.

Approach and key activities

Across the project, I used agile methodology, with sprint planning, retrospectives, and iterative delivery to work alongside the parallel timeframe for the CRM integration and decoupling from the old D9 website. Some of the key elements of work I undertook are shown in the timeline.

Across this time, I supported the CRM Project Lead in mapping website/CRM integration points including lead generation forms, contact/join functionality, and user tracking and participated in project board meetings and technical planning to ensure seamless integration in October 2023.

January 2023

Facilitated Theory of Change workshops with design/dev teams and Agile Collective
Guided collaboration between internal teams and stakeholders, engaging 85% of the organisation to refine user journeys and define MVP requirements
Conducted 12 stakeholder interviews to identify functional pain points and CMS improvement opportunities

February 2023

Improved site-wide taxonomy to enable filtering by country, specialism, and topic, addressing key content discovery challenges raised in workshops
Aligned taxonomy with member needs, SEO priorities, and editorial workflows

March 2023

Rebuilt the Information Architecture to better support segmented journeys:
- For the public
- For people considering a career in social work
- For qualified professionals
- For those learning about BASW’s mission and services
Prioritised user needs and content purpose over organisational structure using GA4 data to inform new content strategy

September 2023

Delivered over 4 formal training sessions to internal staff, including three months of weekly drop-in clinics to support CMS adoption
Developed and rolled out a web content strategy, editorial checklists, and updated governance guidance
Provided web editor training, content planning templates, and user documentation to ensure long-term sustainability

View supporting documents

Impact

Archived over 8,000 redundant pages, significantly reducing keyword cannibilization while preserving SEO value. Upon launch of the D10 website in October, you can see on the graph that organic keywords reduced significantly but organic traffic (top graph) showing improved relevance and accuracy in content delivery
Conducted a content audit and implemented SEMrush-driven SEO improvements across 200+ pages, increasing visibility and improving rankings. Increased organic traffic by 60% over 4 months through strategic content optimization, technical SEO enhancements, and improved keyword targeting across the site.
Enabled faster content management and empowered staff through clear training, tools, and editorial governance.
Trained over 65 staff members in new marketing technologies and platforms to improve organizational digital capabilities.
Laid a scalable foundation for future campaign performance, CRM integration, and digital engagement.