ABS Rents

The client was restricted by a slow, rigid Squarespace website that suffered from poor mobile performance scores—a critical liability given Google's shift to mobile-first indexing. They needed a high-performance, scalable platform to manage a complex catalog of telecom equipment, complete with detailed specifications, rental pricing, and media assets.

Furthermore, because organic search visibility is their primary driver of B2B leads, the transition required a flawless SEO migration. We had to ensure their hard-earned search rankings weren't penalized by the platform switch or lost to legacy "ghost links" inherent to Squarespace's underlying routing.

1. Headless CMS & Data Pipeline To decouple their data from the frontend, we integrated Contentful as a Headless CMS. We built a highly structured data pipeline that allows the client's non-technical team to easily manage heavy machinery specifications, dynamic pricing, and product media without touching a line of code. This "Content-as-Code" approach ensures that new equipment can be added to the database and instantly rendered across the site with perfect formatting.

2. Dynamic, Parameter-Driven Workflows To increase conversion rates and streamline the user experience, we engineered dynamic contact and inquiry forms. By utilizing URL-parameter-driven routing, user inquiries are instantly connected to specific equipment data. When a user clicks "Inquire About This Machine," the system auto-populates the backend form state, removing friction for the user and providing the ABS Rents sales team with precise, actionable lead data.

3. Automated CI/CD & Performance Auditing We deployed the application to Vercel's edge network for global low-latency delivery. To ensure the site never regresses in performance, we instituted a robust CI/CD pipeline featuring automated Unlighthouse auditing. The system runs custom emulations against both Desktop and Mobile environments during development, catching layout shifts and unoptimized assets before they ever reach production.

4. Meticulous SEO Migration Migrating away from Squarespace requires surgical precision to maintain Google search rankings. We mapped and executed a comprehensive 301 redirect strategy, catching and routing legacy slugs (like /home and /plumett-sales) directly to their modern Nuxt equivalents. By maintaining precise metadata, canonical tags, and clean semantic HTML, we successfully transferred all legacy SEO juice to the new domain architecture.