Urumi.AI React website helped the company launch quickly, but as marketing activity increased, routine website updates increasingly depended on developers.
We migrated the site to WordPress with Full Site Editing, creating a faster, more flexible publishing platform that gave the marketing team direct control over pages, content, SEO, and ongoing campaigns.
90%
Faster time-to-publish content.
40+ hrs
Saved each month.
99
Lighthouse performance score.
Business Context
Urumi.AI is building infrastructure for WooCommerce businesses operating at scale. Its platform combines managed ecommerce infrastructure, AI-powered development tools, deployment management, monitoring, and auto-scaling capabilities designed to support demanding online stores.
As the company grew, its own marketing website became increasingly important for product communication, search visibility, campaigns, and customer acquisition.
The site had originally been built in React to move quickly during the early stages of the business. That made sense at launch. But the needs of a growing marketing operation were very different from the needs of an early product website.
The website needed to become easier to publish with, easier to optimise, and less dependent on engineering.
When a Marketing Website Depends on the Engineering Pipeline
The React website worked technically, but routine content work had become unnecessarily difficult.
The marketing and content teams could not easily create, update, or publish pages without developer involvement. Even relatively simple website changes had to move through an engineering workflow.
That created several connected problems.
01.
Publishing Dependency
Marketing updates, campaign pages, and content changes frequently required developer support, slowing down execution.
02.
Limited SEO Control
The SEO team had less direct control over page structure, metadata, content updates, and optimisation workflows than they needed for ongoing organic growth.
03.
Inconsistent Page Design
Without a reusable design system built around editorial components, layouts and visual patterns could become inconsistent as new pages were added.
04.
Engineering Overhead
Development time was being spent maintaining the marketing website instead of focusing on Urumi.AI’s core product.
The website had not failed. The organisation had simply outgrown the way it was built.
Replatforming to WordPress Full Site Editing
We migrated Urumi.AI from React to WordPress and built the new website around Full Site Editing and the Block Editor.
The goal was not simply to replace one frontend technology with another. It was to create a publishing system that better matched how the company now operated.
We approached the migration around four priorities: editorial independence, design consistency, performance, and SEO.
01.
A Custom Full Site Editing Theme
We built a bespoke WordPress theme using Full Site Editing. Global styles, templates, and reusable components provided a consistent visual foundation while allowing the marketing team to create and evolve pages without rebuilding layouts from scratch.
This gave the site a design system that could grow with the brand rather than becoming more fragmented over time.
02.
Block-Based Publishing
High-value pages were rebuilt inside the WordPress Block Editor using reusable sections and native editing workflows.
Instead of asking developers to modify templates or deploy code for routine content changes, marketers could directly edit copy, rearrange sections, update imagery, and launch new pages.
The publishing workflow became part of marketing operations rather than the engineering backlog.
03.
Content and SEO Migration
We migrated existing content from the React website while preserving the important page structure and search requirements of the existing site.
The new setup gave the team greater control over content, indexing, metadata, internal linking, and ongoing optimisation.
Rather than treating SEO as a one-time migration task, the new platform made it easier for the team to continue improving the website after launch.
04.
Performance Built Into the Theme
Moving to a CMS did not mean sacrificing frontend performance.
The custom theme was developed with a lean frontend, focused asset loading, and performance best practices built into the implementation.
The resulting site achieved a Lighthouse performance score of 99 while still providing a much richer editing experience behind the scenes.
The Result
The migration changed the role of the website inside Urumi.AI. It was no longer a React application that required engineering support for everyday changes. It became a dedicated publishing platform that the marketing team could operate directly.
The Block Editor screenshot shown in the existing case study demonstrates this shift particularly well: the marketing team can work directly with the live page structure and content rather than editing through code or requesting changes from developers.
Operational Impact
The biggest improvement was organisational rather than purely technical.
Independent Publishing
The marketing team can create, edit, and launch pages without routing routine updates through developers.
Faster Go-to-Market
Content and campaign updates that previously depended on the engineering pipeline can now be handled directly by the team responsible for them.
Better Use of Engineering Time
Development resources remain focused on the Urumi.AI product rather than basic marketing-site maintenance.
Consistent Design
Reusable blocks, global styles, and Full Site Editing provide a clearer framework for creating new pages without introducing visual inconsistencies.
Stronger SEO Workflow
The team has greater control over the content and technical elements required for ongoing search optimisation.
The outcome was a website that better matched the way Urumi.AI operates today: engineering builds the product, while marketing can independently run the marketing platform.
What This Means for Growing Technology Companies
React and other application frameworks can be excellent choices when speed to launch and product development are the primary requirements.
But a marketing website has a different job. Its content changes constantly. Campaigns launch quickly. SEO work is continuous. New landing pages need to be tested. Messaging evolves alongside the product.
When every one of those changes requires an engineering ticket and deployment, the technology begins introducing operational friction.
For Urumi.AI, migrating to WordPress Full Site Editing was not about replacing React because React was the wrong technology.
It was about choosing a platform better suited to the job the website had grown into.
The Final Takeaway
Urumi.AI initially needed a website that could launch quickly. As the business matured, it needed something different: a marketing platform that could move quickly without depending on engineering.
Migrating from React to WordPress Full Site Editing gave the team direct publishing control, a reusable design system, stronger SEO workflows, and a high-performance frontend.
The result is a website that can evolve at the pace of the business rather than becoming another constraint on it.
Ready to Give Marketing Back Its Time?
Tell us what’s working, what’s becoming difficult, and where you want to go next – we’ll help you find the sensible next step.