I start from an empty theme rather than a marketplace one, so there's zero code I didn't write and nothing to fight later. I started by identifying global assets, most of the time these are the branding of the website which includes the fonts, colors, general styles, etc.
After theme settings has been configured, it's time to build global assets. These assets are reusable throughout the whole site. For instance, the header and footer, content managers can edit these modules on any page and it should update throughout the whole site.
Modules are the heart of the system. These are the building blocks of HubSpot CMS. I build each one to be flexible enough for a developer, but simple enough for anyone on the marketing team. Clear field labels, sensible defaults, and grouped settings mean content editors can update a page confidently without touching a single line of code
Next, I identify which templates the site actually needs, landing pages, case studies, blog listings, blog posts, and system pages like search results and error pages. Each one is assembled from the same module library, so the site stays visually consistent while every page type gets the structure it needs.
Finally, I build the website pages from these templates, assembling modules, adding the real content, and refining every detail until each page matches the design.
