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.
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.
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.
Pending scoping. A timeline estimate has been requested from Eshak (developer). No estimate has been received as of the date of this note.
This rebuild is one of four workstreams in the Aviary lead generation recovery plan, alongside: