Pipl Website Rebuild: Modernizing a Legacy HubSpot Site

Summary

Pipl was already on HubSpot, but their website had accumulated years of technical debt. Legacy templates, a messy backend, and a difficult editing experience were making the site harder to maintain—and the frontend no longer reflected their new messaging.

Pipl provided the new designs, and we handled the HubSpot development:

• Rebuilt the site on a customized Sprocket Rocket Pro foundation
• Developed their provided Figma designs in HubSpot
• Replaced legacy templates with reusable, modular components
• Built a new Resource Center and Pillar Page system
• Added light scroll animations and animated SVG options
• Preserved existing SEO elements during the rebuild
• Created a cleaner editing experience for ongoing marketing updates

This was also our second website project with the Pipl team, following our migration of Elephant.online from Webflow to HubSpot.

The Problem: An Outdated HubSpot Site That Was Getting Harder to Manage

Pipl didn't need to move to a new CMS. They were already on HubSpot.

The problem was the implementation underneath it.

Over time, the site had accumulated legacy HubSpot templates and a backend that had become difficult to maintain and edit. At the same time, Pipl had new messaging and new design files ready to bring the brand forward.

Simply applying a new look to the existing templates would have left the underlying problems in place.

So instead, we rebuilt the foundation.

Rebuilding Pipl on a Modern HubSpot Theme

Pipl provided the design direction and Figma files. Our job was to translate those designs into a flexible, maintainable HubSpot website.

We extended and customized Sprocket Rocket Pro, building Pipl's new design system into the theme while creating reusable templates and modules their team could continue using after launch. The project included flexible landing page and Pillar Page templates, blog templates, theme documentation, and reusable content components.

The result wasn't just a new frontend—it was a cleaner system behind it.

Key development included:

• Custom Sprocket Rocket Pro theme development
• Responsive implementation of Pipl's provided designs
• Flexible page and landing page templates
• Pillar Page template and supporting modules
• Resource Center development with filtering and dynamic content
• Blog template development
• Light scroll-based animations
• Animated SVG options
• Custom theme settings and reusable brand styles
• Theme documentation for Pipl's internal team

The Resource Center and Pillar Page functionality were specifically built into the project as scalable content systems rather than one-off pages.

Before and After: More Than a Visual Redesign

Before After

‹ ›

The visual difference is obvious, but a lot of the improvement isn't visible in a screenshot.

Before: legacy HubSpot templates, a cluttered backend, difficult content editing, and a site that no longer reflected Pipl's current messaging.

After: a modern frontend backed by reusable modules, flexible templates, cleaner theme architecture, and a system designed to be easier for the marketing team to maintain.

Building Movement Into the New Design

The provided designs also called for more interaction than the previous site.

We incorporated subtle scroll animations throughout the site and created options for animated SVG graphics, adding movement without turning the experience into something overly complicated or difficult to maintain.

The goal was to support the design—not distract from it.

Preserving SEO During the HubSpot Rebuild

Because Pipl was staying on HubSpot, we weren't dealing with a traditional CMS migration—but a rebuild can still create SEO problems if existing URLs, metadata, headings, or internal links are lost along the way.

As part of the implementation, we preserved existing metadata and heading structures, applied basic on-page SEO best practices, incorporated schema where appropriate, optimized media, and handled redirects where needed.

We also built the new theme with accessibility and Core Web Vitals in mind rather than carrying old template debt into the new site.

The Outcome

Pipl now has a website that better reflects its current messaging and design—but more importantly, it has a much cleaner foundation underneath it.

Instead of continuing to patch legacy HubSpot templates, the marketing team has a modular theme they can use to create and update content without fighting the backend.

That's an important distinction.

A website rebuild shouldn't just make the site look newer. It should make the next several years of managing that website easier.

Our Second Website Project With Pipl

This wasn't our first project with the Pipl team.

Previously, we migrated Elephant.online from Webflow to HubSpot, rebuilding its provided designs on a customized Sprocket Rocket Pro theme.

Elephant by Pipl: Webflow to HubSpot Migration

The projects had different starting points—Elephant needed a CMS migration, while Pipl needed its existing HubSpot implementation modernized—but both centered around the same goal: giving the marketing team a more scalable foundation inside HubSpot.

Is Your HubSpot Website Stuck on Legacy Templates?

If your site is already on HubSpot but:

• It's difficult to update
• The backend has become cluttered
• You're still relying on legacy templates
• Your design or messaging has outgrown the current site
• Creating new pages requires too much developer involvement

…you may not need a new CMS.

You may just need a better HubSpot foundation.

→ Talk to us about rebuilding your HubSpot website.

Quick FAQs

Can you rebuild a website that's already on HubSpot?

Yes. A HubSpot-to-HubSpot rebuild can replace legacy templates and outdated architecture with a modern modular theme while keeping the website inside the same HubSpot portal.

Can Sprocket Rocket Pro be customized to match custom Figma designs?

Yes. We frequently use Sprocket Rocket Pro as the underlying framework while extensively customizing its modules, templates, theme settings, and styling to match client-provided designs.

Can you replace legacy HubSpot templates without changing all of the website URLs?

Yes. In many cases, new templates and pages can be developed in content staging and then published to the existing URLs. Existing metadata, internal links, and redirects should be reviewed as part of the process to protect SEO equity.

Why rebuild a legacy HubSpot website instead of continuing to modify it?

Older HubSpot implementations can accumulate template debt, inconsistent modules, and difficult editing workflows. When those problems are widespread, rebuilding on a modern modular foundation can be more maintainable than continuing to patch the existing system.