From 5,000 pages to precision filters: IEC HubSpot migration for
smarter student matching

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The Challenge

Extensive website slows down IEC's growth

IEC Online GmbH, a Berlin-based education consultancy helping students pursue academic opportunities abroad, was struggling with an outdated TYPO3 website that had grown to over 5,000 pages over the years. This led to: 

  • Poor user experience – Cluttered content made it difficult for students to find relevant study programs. 
  • SEO inefficiencies – Many outdated or duplicate pages diluted search rankings. 
  • No marketing automation – Manual processes hindered lead nurturing and analytics. 
  • High maintenance costs – Managing TYPO3 was resource-intensive. 

Their parent company, AIFS, had successfully migrated to HubSpot with SUNZINET, prompting IEC to seek a similar transformation. 

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The Goal

Better structure, higher visibility, increased efficiency

IEC pursued a clear goal: to modernise the digital infrastructure and at the same time increase the benefits for students. In concrete terms, this meant: 

  • Migrating from TYPO3 to HubSpot – A more efficient, user-friendly CMS. 
  • Reducing content bloat – Streamlining 5,000+ pages into a structured, SEO-friendly architecture. 
  • Preserving SEO rankings – Ensuring no traffic loss despite major content cuts. 
  • Enabling marketing automation – Improving lead tracking and nurturing. 
  • Maintaining key functionalities – Such as the complex study finder filter, a critical tool for students. 

Strategy & Implementation

Building a seamless user experience

To meet IEC’s objectives, we developed a clear, step-by-step strategy—from in-depth analysis to technical execution in HubSpot—always prioritizing user value.

  • three people sitting on a concrete bench outdoors, engaging with a laptop. Two women, one with short hair and the other with longer, light-colored hair, are sitting on the left and right sides of a man, who is using the laptop. All three are smiling and looking at the screen together. The background consists of a metal wall, and the atmosphere is casual and collaborative. | cms migration SUNZINET
    • Conducting a Kick-Off Workshop to analyze target audiences, pain points, and UX improvements. 
    • Performing an SEO audit to identify high-value pages and keyword strategies.
  • a man and a woman sitting on a grey sofa in a modern office or home setting. The man is wearing a light shirt and jeans, working on a laptop, while the woman, dressed in a black suit, is sitting next to him and looking at the laptop screen. Both are engaged in conversation or collaboration. The background includes soft furnishings, such as black cushions and a small plant, creating a comfortable and professional environment. | cms migration SUNZINET
    • Content cleanup – Reduced unnecessary pages while keeping SEO-critical content. 
    • 301 redirect strategy – Preserved organic traffic by mapping old URLs to new ones. 
    • Study finder implementation – Custom-built an advanced filtering system in HubSpot for seamless program searches. 
    • UX & design refresh – Modernized the interface while retaining brand identity.
  • three men sitting together on a grey sofa, all looking at a laptop in the center. The man on the left is wearing a white shirt, the man in the middle is also wearing a white shirt, and the man on the right is dressed in a red and white striped shirt. They are all smiling and seem engaged in a collaborative discussion. The background features a dark-colored wall with hanging plant pots and a modern office setting. | cms migration SUNZINET
    • Implementing HubSpot workflows for lead nurturing. 
    • Enabling better analytics to track student inquiries and conversions.
three people sitting on a concrete bench outdoors, engaging with a laptop. Two women, one with short hair and the other with longer, light-colored hair, are sitting on the left and right sides of a man, who is using the laptop. All three are smiling and looking at the screen together. The background consists of a metal wall, and the atmosphere is casual and collaborative. | cms migration SUNZINET
a man and a woman sitting on a grey sofa in a modern office or home setting. The man is wearing a light shirt and jeans, working on a laptop, while the woman, dressed in a black suit, is sitting next to him and looking at the laptop screen. Both are engaged in conversation or collaboration. The background includes soft furnishings, such as black cushions and a small plant, creating a comfortable and professional environment. | cms migration SUNZINET
three men sitting together on a grey sofa, all looking at a laptop in the center. The man on the left is wearing a white shirt, the man in the middle is also wearing a white shirt, and the man on the right is dressed in a red and white striped shirt. They are all smiling and seem engaged in a collaborative discussion. The background features a dark-colored wall with hanging plant pots and a modern office setting. | cms migration SUNZINET

Key Solution

Advanced study finder for 67 universities across 26 countries

At the heart of IEC’s website is its dynamic study finder, matching students with ideal programs from 67 partner universities worldwide. While foundational filters were already in place, SUNZINET refined the system by optimizing their clustering and coordination to align with user journeys and needs. The result is an intuitive two-tiered filtering system in HubSpot: 

a simple control slider symbolizing the ability to change settings. The color scheme is minimalistic, with a bright green accent. | cms migration SUNZINET Basic filters (quick search): 

  • Destination (26 countries) 
  • Program Type (Bachelor, Master, PhD, internship, summer school, etc.) 
  • Starting Time (12-month calendar) 

an advanced control slider symbolizing the ability to change settings. The color scheme is minimalistic, with a bright green accent. | cms migration SUNZINET Advanced filters (precision matching): 

  • Region (specific areas within a country) 
  • Field of study (e.g., engineering, humanities) 
  • Subject of study (e.g., mechanical engineering, international relations) 
  • Recognized language certifications (TOEFL, IELTS, etc.) 
  • Government funding support (percentage of financial coverage) 

The solution leveraged HubSpot’s CRM databases to ensure real-time accuracy, with conditional logic to display only relevant options as users refine their search. This balance of simplicity and depth reduced bounce rates while helping students discover tailored programs faster.

 

The new ‘funding amount’ filter alone increased the conversion rate for eligible study programmes by 25%. The search speed was doubled compared to the previous TYPO3 system. 

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Results & Impact

A leaner platform, stronger outcomes

By migrating from TYPO3 to HubSpot, IEC Online GmbH has transformed its digital presence into a lean, high-performing platform that supports student engagement, lead generation, and global education opportunities. The highlights of the project include:

  • 12% increase in Google Page-1 rankings (now ranking for 33% of target keywords). 
  • Faster and more intuitive navigation – Improved student experience. 
  • Efficient lead management – Automated follow-ups and better tracking (exact conversion metrics pending client data). 
  • Successful go-live in 6 months – Fast turnaround despite content challenges. 


 

Benjamin_Quaiser | cms migration SUNZINET

In our customer’s words

"With SUNZINET, we didn’t just modernize our website—we elevated our entire digital communications. The collaboration was professional, solution-oriented, and always on equal footing."

- Benjamin Quaiser, Managing Director, IEC 

About IEC

Founded in 2008, IEC Online GmbH is a leading provider of international student recruitment services. As part of the American Institute for Foreign Study (AIFS) network, the company specializes in connecting students from Germany, Austria, and Switzerland with universities and educational institutions worldwide, offering tailored guidance and support for a seamless study-abroad experience.

Need a seamless CMS migration?

Simply fill in the form to arrange an initial, no-obligation meeting and we will get back to you within 24 hours on working days.

In this first meeting, we will talk about your challenges and goals and suggest possible next steps!

Lukas Kamm - CRM & Digital Marketing - SUNZINET

Lukas Kamm

Team Lead CRM & Digital Marketing

kamm.lukas@sunzinet.com

+49 221 / 355 009 0