Case study — Life Sciences / Diagnostics
HubSpot CMS Optimization & Design System Expansion
Biodesix had a website that had outgrown its own structure. The content library kept expanding; the set of page layouts available to the marketing team did not. We rebuilt the navigation architecture and the template system inside their existing HubSpot theme, without touching the CSS framework already running in production.
The client
Biodesix is a US diagnostics company working in blood-based testing for lung disease, serving clinicians directly and partnering with pharmaceutical companies on companion diagnostics. Their site carries a wide public-facing library: diagnostic tests, patient resources, clinical evidence, partnering information and a continuously updated newsroom. It is a marketing site doing the job of a resource hub, and it grows every month.
The challenge
Biodesix came to us with a platform that had outgrown its original structure. The HubSpot CMS site needed a navigation system capable of handling an expanding content library, and the marketing team was bottlenecked, limited to a handful of page layouts that no longer reflected the brand or supported campaign needs.
The constraint
Everything had to be built on top of the existing CSS framework without breaking what was already in production. New templates and navigation changes had to slot in cleanly and stay fully editable by non-technical team members through HubSpot's native tools.
What we built
- A mega menu navigation architecture the marketing team owns and updates without a developer
- Five modular drag-and-drop page templates that combine into dozens of layout variations
- Homepage and UI refinements aligned to the refreshed brand guidelines
- Everything delivered inside HubSpot's Custom Theme framework, on top of the existing CSS
Results
| Content discoverability | The new mega menu surfaces an expanding resource library from anywhere on the site |
| Campaign independence | Marketing launches new pages and campaigns without developer dependencies |
| Rollout risk | Zero regressions and zero downtime, built on top of the existing CSS framework |
| Layout flexibility | Five base templates supporting dozens of layout configurations |
| Brand alignment | Homepage refinements matched to the updated brand identity, with stronger conversion touchpoints |
| Long-term maintainability | Built by HubSpot Certified Developers following platform best practices: cleaner code, better performance, no custom hacks to inherit |
Inside the build
Led by our HubSpot Certified Developers, we delivered a CMS enhancement focused on scalable navigation architecture and modular template development, all within a Custom Theme approach that follows HubSpot's best practices to the letter.
Navigation architecture (Max Mega Menu)
A header navigation structure engineered to improve content discoverability across a growing site, built inside HubSpot's Custom Theme framework so the marketing team can update menu items, links and hierarchy without developer intervention. Fully responsive, with design precision maintained across every breakpoint.
Template system expansion
Five custom HubSpot page templates, each built with modular drag-and-drop sections. Every template supports multiple content configurations, giving the marketing team dozens of layout variations from five base designs. High-fidelity Figma designs translated into clean, reusable HubSpot modules with every visual detail preserved.
Homepage and UI refinement
Key homepage sections updated to align with the refreshed brand guidelines and strengthen conversion touchpoints. Visual hierarchy and call-to-action placement optimized around user flow best practices, with new and existing components reading as one cohesive system rather than a patch.
Technologies and tools
Platform & CMS
- HubSpot CMS + Custom Theme
- HubSpot Design Manager
- HubSpot Drag-and-Drop Editor
- HubL templating language
Design & front-end
- Figma as the design source
- CSS / JS within the HubSpot framework
- Responsive, mobile-first implementation
- HubSpot Certified Developers on every module
Why this pattern keeps repeating
The Biodesix situation is the standard shape of the problem for marketing teams at growing life-sciences and B2B companies. The site was not broken. It was built correctly for the company it served three years ago, and the company kept moving.
What follows is predictable: the page templates run out before the ideas do, every new campaign page becomes a developer ticket, and the team quietly starts designing campaigns around what the CMS can already do instead of what the campaign actually needs.
The fix is rarely a rebuild. It is usually a template system that anticipates the next twenty pages instead of the last five, built inside what already exists so nothing in production has to be put at risk.
Working inside a CMS that stopped keeping up?
Let's look at your template system.
If every new page is a ticket and every campaign starts late, the problem is usually the template layer, not the platform. We can scope it in a single conversation.