A global English testing brand was migrating a huge website to a new platform. They needed content that was cut down, SEO/GEO-ready, and actually deliverable at scale.
This is when I was approached by Hubbub Labs to support them as a freelance Senior Project Manager & SEO Specialist. I ran the project management between the client, Hubbub Labs, a handful of freelance copywriters and the web design agency to keep the copy pipeline moving.
The task at hand
- 100+ web pages of content to migrate
- Multiple stakeholders and approvals
- Tight timeline
- Quality and consistency checks needed across many copywriters
- SEO/GEO considerations baked in—not sprinkled on at the end like parsley
What I did
This project wasn’t won by heroics. It was won by a clean system and ruthless clarity. Here’s what I owned end-to-end:
1) Managed the writing engine
- Managed up to 13 freelance copywriters, including briefs, instructions and deadlines
- Supported the control of monthly writer costs
- Kept quality consistent across tone, structure, SEO basics and internal linking logic
2) Built the workflow (so everyone knew what “done” meant)
I built a clear workflow that everyone could follow without interpretation:
- Draft
- Proofed by Hubbub Labs
- Client approval
- Submitted for build
(When a project has lots of stakeholders, “clear stages” is basically a superpower.)
3) Documented and version-controlled everything
- Documented and version-controlled every page
- Made sure nobody was approving “Version FINAL v6 really final (2)”
4) Created the master tracking system
- Created the master tracking spreadsheets, covering status, progress graphs and red flags
- Used tracking to unblock bottlenecks early—not after they’d become “a situation”
The results
- 100+ web pages written and finalised
- Delivered in approximately three months
- Multiple stakeholders and tight timelines—still shipped
What the client said
“HUGE congratulations all… an enormous effort… We can’t wait to see the site come to life!”
Director
“Thank you… for the support, dedication, and collaboration… the amount of work and coordination this required…”
Global Senior Digital Content Manager
What made this work
- One source of truth:
a master tracker with clear statuses - Clear definitions:
what “draft”, “review” and “approved” actually mean - Version control:
fewer accidental rewrites and lost approvals - SEO/GEO baked in:
templates, headings, internal linking logic and a consistent on-page structure - Stakeholder rhythm:
predictable review windows—otherwise approvals become folklore
Need a website migration that doesn’t descend into chaos?
If you’re migrating a site or rebuilding one then you’ll need a clean system for content, SEO and delivery. This is where I can help.
Start here:
Services
Relevant services for this kind of project: