From CMS to Lead Engine: Auditdata on Umbraco 17 and HubSpot
Seven years on Umbraco, four long-term-support upgrades, and a HubSpot Breeze agent that turns website visitors into qualified leads in HubSpot and Salesforce.
Auditdata builds software for audiology and hearing care clinics worldwide. Their website has run on Umbraco for seven years, upgraded through every long-term-support release, and now feeds qualified leads straight into HubSpot and Salesforce.
auditdata.com frontpage with the Breeze chat open
Features
Umbraco 17 on Umbraco Cloud
Auditdata.com has moved from Umbraco 8 through 10 and 13 to 17, following the long-term-support path each time. Development, staging and production environments on Umbraco Cloud, with builds running through Azure DevOps, mean editors work on stage and move content to live without a developer in the loop.
HubSpot Breeze Customer Agent
The chat on auditdata.com is a HubSpot Breeze agent grounded in Auditdata's own website, Help Center and product material. It answers what it can source, says so when it can't, and stays away from pricing. Visitors are asked about role, company and clinic size, and those answers write directly into the CRM for lead scoring.
HubSpot Help Desk and Salesforce
Every chat becomes a ticket. Support questions stay with Support in HubSpot; sales and meeting requests route to Sales and land in Salesforce, the same way they always have. Nothing changed for the people picking up leads.
Search Console, Semrush and GA4
Search and AI-search visibility are tracked weekly and worked on monthly: semantic navigation, canonicals and redirects, paginated listings, llms.txt and a standing 404 cleanup. Analytics, tag management and consent are owned in one place, so lead reporting holds up when marketing asks hard questions.
Site structure tooling in the backoffice
A custom Umbraco dashboard gives editors the full site structure, which components are used where, orphan pages, and a link to Semrush data per page. Built because the marketing team asked for it, not because a package existed.
Seven Years, Four Major Versions, One Team
Most agency relationships end at go-live. This one started there. Flowcourier has kept auditdata.com current through Umbraco 8, 10, 13 and 17, each time on the long-term-support release, so Auditdata gets years of security patches rather than a rebuild every eighteen months.
The Umbraco 17 upgrade in spring 2026 shows what that involves in practice. Before touching production we baselined all three environments, cleaned legacy data types out of around 40 pages, agreed an editing freeze with marketing over a weekend and ran the migration on development first. When a known bug in Umbraco's migration broke links containing query strings, we identified it and corrected the affected content by hand. Editors came back on Monday to a new backoffice with their content intact.
Between upgrades, the site is run, not just hosted. Monitoring, backups we have restored from rather than merely configured, and a direct line to Umbraco Support when the fault is on their side. Non-production environments sit behind IP restrictions, and when Auditdata's security audit and compliance team asked questions, the answers were already in place.
Alongside that, the site has been redesigned in place: new navigation, search and footer in December 2025, a component library that follows Auditdata's updated visual identity, and a distributor map covering 35 partners that editors maintain themselves in Umbraco.
Here's how we approached it:
Follow the LTS path: Upgrade on long-term-support releases, plan each one as a project with a freeze, a rehearsal and a rollback, and never let the site fall behind the current LTS.
Own the operations: Monitoring, backups, environment security and vendor escalation are part of the engagement, not a separate ticket queue.
Build what the editors need: When marketing needs a view Umbraco doesn't provide, it gets built into the backoffice.
[QUOTE PLACEHOLDER: the upgrade weekend or the long relationship, e.g. "We left on Friday and came back on Monday to a new backoffice with everything where we left it." Customer to supply or approve.]
[Name, title], Auditdata
The Website as the Front Door to the CRM
Auditdata's marketing team wanted the site to do more than publish. Buyers in hearing care research on their own, and if they can't get an answer at 22:00 they leave. A standalone chat vendor was answering those questions from a script nobody wanted to maintain.
We recommended replacing it with HubSpot Breeze, since Auditdata's marketing already ran in HubSpot and the agent could be grounded in content they already kept up to date. The agent went through a month of internal testing in May 2026, with sales and support scoring every failure, before going live in September. It answers in the visitor's language, qualifies role, company and size, and hands off to a person when that is the right next step.
The routing is deliberately boring. Every conversation becomes a HubSpot ticket, support stays in HubSpot, and sales requests reach Salesforce through the existing pipeline. Sales did not have to learn a new tool to get better leads.
Breeze chat qualifying a visitor
Site structure dashboard in the Umbraco backoffice
What's Next?
Auditdata is moving to Umbraco Engage for A/B testing and personalisation by region, so visitors from the US and Europe see the content that fits their market. Multilingual content is coming with AI-assisted translation inside the Umbraco backoffice, and a second generation of agents is being scoped for the Help Center, one per product, so existing customers get the same treatment as new ones.
Is your Umbraco site a cost centre or a marketing tool?
Let's look at what a current Umbraco version, a connected CRM and a grounded AI agent could do for your pipeline.
