Aviary Website Rebuild — WordPress Migration

Overview

As part of a ^[1] for the at-risk Aviary account, the team identified the current website as a bottleneck for lead generation. A rebuild on WordPress is being scoped to improve site performance and enable faster, more flexible landing page creation — both critical for the broader effort to hit missed lead targets.

Problem

The existing Aviary site limits the team's ability to spin up landing pages quickly in support of campaigns. Slow iteration on landing pages constrains the effectiveness of paid and outbound efforts. The rebuild is intended to remove this constraint and give the team more direct control over conversion-focused pages.

Proposed Solution

Migrate the Aviary website to WordPress. WordPress was selected for its flexibility, the team's familiarity with it, and the speed at which new landing pages can be created and deployed without developer involvement.

Status

Pending scoping. A timeline estimate has been requested from Eshak (developer). No estimate has been received as of the date of this note.

Action Items

[ ] Karly — Email Eshak to request a time estimate for the WordPress rebuild (@Karly Oykhman)

Context

This rebuild is one of four workstreams in the Aviary lead generation recovery plan, alongside:

^[2] (~40k contacts via Orbit/SES)
^[3] added to the ABM playbook
^[4] based on audit findings

^[5]
^[6]