Mogo web ecosystem rebuild

Lifecycle conversion was weak and the assumption in the room was that the emails needed work. I looked upstream. The emails were performing reasonably. What wasn’t performing was where they sent people — campaign traffic landed on generic product pages with nothing to do with the message the user had just read.

The second problem was structural. The website was owned by DevOps. Any change required an engineering ticket, and a campaign landing page took weeks. Marketing had no way to move at campaign speed.

The read: two problems at once. A conversion problem caused by lifecycle-web misalignment, and an ownership problem caused by the wrong team controlling the tool.

Rebuild the web ecosystem in Webflow and migrate ownership to Marketing. Build a component system that lets any team member launch a page without engineering involvement. Design every page with lifecycle alignment and conversion intent from the start.

Use the migration as the forcing function to fix the tracking layer at the same time. GA4 and GTM had years of undocumented tag debt — rebuilding the site without fixing tracking would just create a faster version of the same broken attribution problem.

Conversion rate from lifecycle traffic. That was the specific failure the rebuild was meant to address: if lifecycle emails drove traffic to pages that matched the message and the intent, that number would move.

Secondary: time to launch for a new page. The ownership problem was only solved if Marketing could actually ship without waiting on engineering.

Rebuilt five properties: MogoTrade as the initial proof of the Webflow model, then Moka, Intelligent Investing, orion-digital.com, and mogo.ca.

Built a component system rather than individual pages — reusable sections, governed naming, and a CMS structure that let anyone assemble a page from the library in hours. Defined URL structures, content models, and metadata templates before touching layouts, so SEO and tracking were built in rather than retrofitted.

Applied SEO, AEO, and GEO across all five properties: schema markup, canonical structures, internal linking, metadata by page type. Rebuilt GA4 and GTM in parallel, bringing Analytics, DevOps, Product, and Legal into the tracking architecture during the migration rather than after. Every page launched with clean event tracking on day one.