Website Modernization & CMS Enablement
Modernize websites and CMS workflows so your marketing team can publish without filing a developer ticket.
Your CMS was built for engineers, but your marketing team is the one stuck using it.
Every content change needs a ticket, and every campaign update waits in a queue. Editors have learned to work around the system because working with it takes too long. Meanwhile, performance is slow, templates don’t flex, and the site your team is supposed to own requires a developer to touch anything that matters. We rebuild websites and CMS workflows around how marketing teams really work. Editors will be able to publish, campaigns can go live, and a content update doesn’t have to become a two-week project.
Problems We Solve
Developer Bottlenecks
Every content update sits in a developer queue, no matter how small
Unusable CMS
Built for engineers, not editors, so your team works around it instead of with it
Slow Mobile Performance
Core Web Vitals are failing and mobile is an afterthought
Rigid Page Templates
Page layouts that worked at launch but block every campaign that comes after
Accumulated Technical Debt
Years of patches and workarounds slowing down every build and every fix
Inconsistent Branding
No shared component library means every page ends up looking slightly different
Publishing Workarounds
Editors copy-pasting code to get pages live because the CMS isn't flexible
Blocked Campaigns
New landing pages and updates that should take hours end up taking weeks
No Scalable Foundation
A platform built for this moment, not the next three to five years
Developer Bottlenecks
Every content update sits in a developer queue, no matter how small
Unusable CMS
Built for engineers, not editors, so your team works around it instead of with it
Slow Mobile Performance
Core Web Vitals are failing and mobile is an afterthought
Rigid Page Templates
Page layouts that worked at launch but block every campaign that comes after
Accumulated Technical Debt
Years of patches and workarounds slowing down every build and every fix
Inconsistent Branding
No shared component library means every page ends up looking slightly different
Publishing Workarounds
Editors copy-pasting code to get pages live because the CMS isn't flexible
Blocked Campaigns
New landing pages and updates that should take hours end up taking weeks
No Scalable Foundation
A platform built for this moment, not the next three to five years
Editors stop asking for what they need because they already know what the answer will be.
Debt keeps building: a ticket, a two week wait. By the time this ends up as a real problem, the fix costs three times what it would have been two years ago. Workarounds are now permanent. No one has the time to address the root cause, so they just don’t. We rebuild the site and the workflow together so you’re not back here again in eighteen months.
Our approach. How it works.
Assess
We audit the current site, CMS structure, editor workflows, performance baseline, and where the biggest bottlenecks actually are.
Architect
We design the technical approach: platform, component structure, content model, and what the editor experience needs to look like for your team to self-serve.
Redesign
UX and design built mobile-first, around your brand system, with templates flexible enough to support campaigns without custom dev work each time.
Rebuild
Modern front-end build on the stack that fits your team: Next.js, Contentful, Vercel, or whatever combination makes the most sense for how you operate.
Enable
Editor training, documentation, and handover so your team can actually use what we built without coming back to us for every change.
Measure
SEO baseline, analytics setup, and Core Web Vitals tracking so you know what improved and have the data to show it.
Every workstream. Every outcome.
The templates your team can actually use, the CMS your editors don't fight with, and the training that means you stop needing us for every small change.
Launch coordination and iteration
Someone accountable through go-live and the optimization cycle after
Localization support
Market adaptation inside the system instead of one-off local rebuilds
Compliance and accessibility QA
Consent and legal requirements are handled in the process, instead of in review
Analytics and conversion tracking
GA4 and measurement wired in from day one, and not patched in at launch
Componentized builds
Pieces that scale across campaigns, brands, and markets
Reusable activation templates
Patterns your team owns and can deploy without starting over
Campaign landing pages and microsites
Built fast from a shared framework instead of from scratch every time
Agentic commerce readiness
Product data and checkout built for AI agents to find, trust, and complete a purchase
Test-and-optimize roadmap
Hypotheses, tests, and measured results your team can build on
GA4, GTM, and attribution
Tracking that connects site activity to sales outcomes
CRM and conversion flow design
First-party data captured at the moment it is worth the most
Retailer and DTC journey improvements
Handoffs that keep momentum instead of killing it
Shopify and e-commerce support
A DTC setup turned to convert, and not just to exist
Where-to-buy UX and integration
A locator that carries high-intent traffic to a purchase instead of dropping it
Path-to-purchase audit
The real journey mapped across retailer, DTC, and brand, friction points included
Brand and platform transition
The acquired brand moved into your environment without a forced rebuild or a flattened identity.
Analytics and privacy alignment
GA4, consent, and tracking rebuilt to your standards from day one, so you're not inheriting someone else's measurement setup with no clue on what they mean.
SEO and redirect strategy
Search equity mapped and protected while the transfer happens, so rankings hold through the move instead of dropping and forcing you to spend months clawing them back.
Integration roadmap
A timeline your stakeholders can actually plan around, with the dependencies and risks named up front. Not a best-case sequence that falls apart the first time something real gets in the way.
Digital estate assessment
A real inventory of what you acquired: platforms, SEO position, analytics, compliance state, and who currently owns each piece, before anyone starts making decisions about it.
Operating model for local teams
A structure that works whether the market is run in-house, by an agency, or by a partner
Global-local governance
Clear decision rights and approval workflows, so nobody needs to guess what needs a sign-off
Reuseable templates and components
Local teams build fast from a shared system instead of from scratch
Market-specific UX patterns
Navigation, content, and page structures that flex locally inside a recognizable global frame
Translation and localization workflows
A process that adapts content for the market instead of just converting the words
Localization-ready CMS model
Content architecture built for regional variation from the start, instead of being retrofitted market by market
Global rollout plan
Sequencing and dependencies are laid out honestly, so leadership knows what launches when and why
Editor training and documentation
Your team walks away able to self-serve. That’s the whole point
SEO baseline and analytics setup
Visibility and tracking in place from day one, not retrofitted after launch
Mobile-first UX and Core Web Vitals
Performance fixed properly, not patched until the next rebuild
Reusable templates and components
A component library your team owns and can build from without a developer in the room
CMS migration or restructure
Built around editor workflow, not around what was easiest to configure at launch
Modern front-end build
Next.js, Contentful, Vercel, or the stack that actually fits how your team operates
Website redesign and rebuild planning
A scoped plan before a line of code gets written, so nothing surprises you mid-build
Accessibility and consent compliance
A real check, not a checkbox, so exposure gets caught before it becomes a liability
Pre and post-launch SEO risk reviews
Someone watching the visibility picture before and after every major change
Quarterly visibility roadmap
A plan your CMO can read and sign off on, with meaningful targets
Content gap analysis for AI search
Identifies where competitors are winning AI answers and what it would take to show up instead
GA4, GTM, and conversion tracking
Tracking rebuilt properly so your reporting reflects what is actually happening
Structured data and schema strategy
Content formatted the way search engines and answer engines read it
SEO and AI visibility audit
A clear picture of where you stand in Google and AI search, with a prioritized list of what to fix first
QA, UAT, and post-launch stabilization
Structured testing before go-live and active monitoring in the weeks that follow, until the site is genuinely stable.
Content mapping and CMS structure
Content model designed for the teams who'll use it daily — not just the platform it runs on.
Analytics and GTM continuity
Tag architecture rebuilt for the new platform, not ported from the old one. No gap in the data, no rebuilding attribution from scratch.
Redirect and SEO coordination
1:1 redirect mapping, canonical strategy, and search equity transfer across the full URL set so rankings hold rather than spend months recovering.
Migration planning and site inventory
Full URL mapping, content audit, and stakeholder alignment before a line of code moves.
Single point of accountability
One team owns it. When something breaks or needs to ship, there's no question about who handles it.
Monthly health reporting
Tells leadership what stage things are actually in, not just a list of tickets closed.
CMS support and content operations
Day-to-day CMS management so your team isn't blocked on publishing.
Analytics, GA4, and consent reviews
Regular checks so your data stays clean and legal requirements stay met.
QA, accessibility, and compliance monitoring
Catches issues before they become compliance problems or site outages.
Backlog triage and prioritization
No more guessing what's next in the queue or whose job it is to move it.
Ongoing site management
Active support across the full portfolio, not just whichever site is currently facing issues.
Related projects
Diageo
Diageo Digital Platform
For over a decade, Thorium Digital has partnered with Diageo, a global leader in premium spirits and liqueurs. Recognizing the need for a more modern and flexible digital foundation, Diageo embarked on a transformative project: the Diageo Digital Platform program.
Diageo
Ketel One Website Redesign
Even time-tested brands like Ketel One Vodka must continually evolve. While their legacy site stood as a testament to past successes, it had begun to lag behind the brand's forward-thinking vision and the dynamic needs of contemporary consumer outreach.