Unifying websites for growth and insight with HubSpot

How Canterbury Seismic consolidated their online presence with HubSpot driving clarity, efficiency, and early sales wins.  

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The Client

Canterbury Seismic.

Canterbury Seismic has been at the forefront of earthquake measurement and structural monitoring for over 20 years. The company manufactures high-quality instruments in New Zealand, supplying them to large national and international agencies, with GeoNet being their biggest local account. In 2019 Canterbury Seismic expanded its offering with a services business - Sentinel. This subscription-based service operates equipment for clients, measuring earthquake shaking and reporting directly to building owners (and owners of structures such as bridges or dams). The level of shaking is compared to what their structure can absorb, enabling a pre-planned response process.

Despite this comprehensive and vital service offering, the firm was facing a growing problem: two distinct brand websites were stifling their ambitious growth plans. They engaged Concentrate to consolidate their presence on the HubSpot platform, creating a singular voice and paving the way for deeper customer engagement.

The Challenge

 A divided digital identity 

The business was naturally split between two key functions: manufacturing and selling specialised monitoring instruments, and operating their proprietary, subscription-based risk management service, Sentinel. They wanted to bring all their stories into one website, in one place, but didn’t have an in-house website developer. As a small business aiming to grow into a medium-sized enterprise, they were looking for a trusted partner who understood their specialist domain. Concentrate provided that expertise, helping them create a cohesive digital presence to support growth across both parts of the business.

Their digital presence was divided causing headaches through:

  1. Dual websites: The company operated two separate, outdated websites on two separate platforms, creating a "split personality" for their brand. This diluted their message and confused their target markets, running counter to their goal of growing from a small to a medium-sized business.
  2. CMS risk and cost: Neither CMS sufficiently supported Canterbury Seismic’s focus. Consolidating on a single HubSpot CMS platform would not only lower the overall cost of maintaining their web presence but also consolidate both the message and the maintenance. Connecting these websites to their CRM which they had been using for sales, connected the dots between their CRM and website.
  3. Long, relationship-based sales cycles: With sales cycles often running from 2 to 6 months (and sometimes up to 3 years), effective relationship management is paramount. The previous tech stack lacked the continuity needed to track long-term client context, especially when new sales people came on board, leading to knowledge gaps.
  4. Lack of integration: Their digital presence was disconnected from their sales and customer service processes, relying primarily on basic email, which offered no feedback loop or integrated workflow capability.

Canterbury Seismic also wanted the ability to manage and tweak minor updates themselves, while connecting the website to other business tools like a CRM. HubSpot’s Content Hub proved the perfect fit offering flexibility, self-management, and integration without the limitations of other platforms they had considered.

Sentinel Earthquake Situation Report

Concentrate guided them through the process, creating a cohesive digital presence that supported growth across both sides of the business.

Paul Drummond, CE of Canterbury Seismic says:

“We shopped around initially when we were looking for solutions. I want to say it was a no-brainer though. It was obvious that what we needed to do was work with Concentrate and just upskill ourselves a little more in the HubSpot tool we've been investing in for quite some time and it was the right fit.”

Photo credit: Canterbury Seismic

The Solution

A singular view on HubSpot 

Having already worked with Concentrate, Canterbury Seismic trusted the team’s deep understanding of their specialist industry. This relationship provided confidence in their main strategic decision: migrating to HubSpot to unify their brand, streamline operations, and power future sales enablement.

“We want to go from being small to being medium. We want to grow, and we wanted our digital presence to really help us do that.” — says Paul.

HubSpot was chosen as more than a website solution, it became the foundation for commercial growth. By integrating the CMS and CRM, Canterbury Seismic gained full visibility of customer interactions and the ability to support long-cycle sales with better data and clearer workflows.

The solution involved:

  • Platform migration: The Sentinel website, previously on WordPress, was fully migrated into HubSpot CMS and consolidated under the new canterburyseismic.com domain.
  • Technical execution: Concentrate handled the full migration using HubSpot’s tools to ensure accuracy, while implementing immediate improvements to performance and design. Full URL mapping preserved historical SEO value.

A strong focus on enablement meant the team wasn’t just handed a new platform, they were equipped to manage and optimise it themselves. Through structured onboarding and practical training, Concentrate ensured Canterbury Seismic could confidently make updates, test new ideas, and continue evolving their digital presence without needing external support. This shift gave the business true ownership of its platform and the flexibility to grow at pace.

Yan Gong, Senior CMS & CRM Specialist, Concentrate says “Training wasn’t just about showing the team how to use HubSpot, it was about giving them the confidence and capability to run with it on their own. We wanted them to feel fully in control of their digital platform.”

The result

 

Immediate impact and future empowerment

Early wins quickly showed that consolidating and upgrading their platform was a smart move for the business. Within weeks of launch, the unified online presence supported the team’s international sales activities, including at a major European industry event, the Experimental Vibration Analysis of Civil Engineering Structures - EVACES 2025 in Porto, Portugal, where it directly contributed to new customer opportunities. The new, single website also resolved the long-standing challenge of brand duality, presenting a stronger and more professional identity that better reflects the company’s expertise.

“I can say it’s already yielded benefits because we’ve seen from that interaction … we’ve picked up a few sales, so we know that it’s already had a positive impact.” says Paul.

Other early wins include:

  • Better pipeline reporting for the company’s board
  • Uptick in CRM utilisation across the company
  • Better engagement with prospects through the lifecycle of sales
  • Better task handovers

 

Reports

Photo Credit:  Canva

“I can say it’s already yielded benefits because we’ve seen from that interaction … we’ve picked up a few sales, so we know that it’s already had a positive impact.” says Paul.
Lets chat
Paul Drummond

CEO, Canterbury Seismic

Looking forward

The internal team, growing from two to more than four key staff across sales and operations, is embedding HubSpot into the company culture to drive efficiency and improve handovers. By rolling out the CRM for long-cycle sales, new sales personnel can instantly access a complete client engagement history, eliminating knowledge gaps and ensuring every interaction is informed. The platform also enables structured sales and support workflows, moving the team beyond reliance on email, with further enhancements planned.

Planned future steps include:

NC - Icons Website (5)

Implementing help desk ticketing for better support management.

NC - Icons Website (4)

Building structured sales workflows for new recruits to follow.

NC - Icons Website (6)

Using web engagement data to determine what resonates with clients, feeding directly back into marketing and sales strategies.

"The [Concentrate] team did a really great job of setting us up so that we could do some of that and have the confidence to move a few things around. That was a good blend of consultancy and empowerment, which was as important as the upgrade itself."
Lets chat
Paul Drummond

CEO, Canterbury Seismic