TheWrap.com: 400% traffic growth in 45 days

Engagement context

TheWrap.com operates in Entertainment media. Migrated 42,000+ articles in three months and grew web traffic 400% in 45 days with new content workflows.

TheWrap’s CMS and distribution stack was buckling under a library of more than 42,000 articles. Publishing was slow, staff workarounds proliferated, and the site could not compete on freshness or discoverability in entertainment news.

Approach and outcomes

Foundation5 migrated the full archive to a modern WordPress platform in three months, redesigned editorial workflows, and stood up online marketing practices so the newsroom could publish faster without losing institutional content.

The headline result — 400% traffic growth in 45 days — came from process clarity, the right systems choices, and enabling the team to own what we built.

• 400% web traffic growth within 45 days of launch
• 42,000+ articles migrated in three months
• Editorial staff transitioned with minimal downtime
• Content and marketing workflows the team could run day-to-day

Technology and practices

Core components included WordPress, Content workflows, Marketing. Foundation5 stayed platform-agnostic: selections reflected client standards, licenses, and skills — with clear system-of-record responsibilities for data and integrations.

Comparable programs succeed when executive sponsorship stays active through adoption, process ownership is named before configuration, and success metrics are defined at charter. If your situation resembles this engagement, a short discovery phase usually shows whether similar outcomes are realistic.

• Digital Strategy