Case study · Spot Pet Insurance (employer)
Moving about 2,000 pages across CMSs, with a hand-written HTML parser
Two content-platform migrations for a high-traffic insurance site, including the parser that turned WordPress HTML into rich-text documents.
- Role
- Front-End Engineer
- Period
- 2022 – 2025
- Stack
- Prismic
- WordPress
- PHP
- Contentful
- TypeScript
- Next.js
- Figma
The problem
The marketing site's content had to move twice: first from Prismic to WordPress, then from WordPress to Contentful behind a component-driven Next.js front end. Each move meant carrying a high-traffic site's pages across without breaking URLs or content.
What I built
- 2022, on my own: exported all content from Prismic, imported it into WordPress, connected the existing templates and built new designs from Figma, which let the SEO specialist do most SEO work from the WordPress dashboard.
- 2023 onward, as part of the team: moving roughly 2,000 pages (about 1,800 articles and 200 breed pages, plus landing and info pages) from WordPress to Contentful.
- The hard part: WordPress stores HTML, while Contentful's rich text is a structured JSON document. I wrote the HTML-to-rich-text parser by hand, before AI coding tools, including handling of inline assets and entry links and embedded HTML.
- Redirect handling, sitemaps and a redirect field on blog entries so the move preserved URLs.
Outcome
Both migrations were completed, and the parser is a good example of work I do by hand: a data-shape problem with no ready-made library to lean on.
I have no traffic or turnaround metrics to claim for these migrations.