In 2024, Door4 faced the challenge of implementing a digital transformation for our client Plumbs by reallocating their marketing budget. The primary objective was to enhance the website’s functionality and future development potential, despite the risk of short-term performance dips. This reallocation involved a major re-platforming project from Laravel to WordPress, significantly improving the website’s flexibility, usability, and future scalability.

• Improve the website’s functionality and ease of future development.
• Achieve long-term gains despite the risk of short-term performance loss.
• Enhance internal processes and customer journey through better platform flexibility.

To meet the client’s objectives, Door4 proposed and executed a re-platforming project, moving the website from Laravel to WordPress. This shift made the site more flexible, easier to develop, and more cost-effective for ongoing updates.

The budget was front-loaded to focus on this critical project during the first three months of the year, pausing standard marketing activities to allocate resources to design, development, and technical SEO improvements. This strategic reallocation aimed to optimise the website for future growth and ease of maintenance.

The project resulted in a significantly more flexible and user-friendly website, both on the front end and back end.

This re-platforming will reduce long-term costs and facilitate easier future updates. After the initial three-month intensive period, regular marketing activities (SEO, Content, CRO, and Development) resumed, allowing for incremental improvements across the board.

The strategic budget reallocation has positioned the client for long-term success, with enhanced lead generation, ROI, and customer experience.

By carefully considering both the potential benefits and drawbacks and focusing on strategic investments, reallocating budgets towards meaningful digital changes can be a powerful driver of growth and success for any organisation.