HubSpot
05 Oct 2026

How TenderApp Brought 10,000 Tender Pages Under Control in HubSpot

System pages rebranded:
Every default HubSpot system page, from 404 and 500 through password reset, membership login, and subscription preferences, now matches the custom theme, so no visitor lands on an off-brand screen.

10,000+

Tender pages, one canonical URL each:
A dynamic tender directory that was generating duplicate URLs across a dozen category paths now resolves to a single canonical page per tender, with the crawl blocks removed so Google can actually index it.

Project Overview

Project Name

HubSpot CMS theme rebuild, dynamic SEO page architecture, and funnel tracking for TenderApp

Project Scope

Custom HubSpot theme development, full website page build, HubDB architecture, dynamic SEO page restructure, canonical and crawl fixes, legacy page migration, system page and Knowledge Base rebranding, module engineering, Figma design, product-led funnel tracking, and client enablement

Industry

Software and Information Services (Tender Intelligence and Public Procurement SaaS)

Work Duration

Ongoing since March 2026

Resource Used

1 Project Lead
2 HubSpot CMS developers
2 UI/UX designs
1 QA

Technologies

Country

Netherlands

Our Capabilities

Theme and Website Architecture

Custom HubSpot theme development
Styled, reusable module groups for drag-and-drop editing
Full core website page build across solution, product, company and resource pages
System page and Knowledge Base migration to the custom theme

Dynamic Content and Technical SEO

HubDB table design for live tender data at scale
Dynamic page architecture that works around HubSpot’s per-table limit
Canonical tag strategy, robots.txt cleanup and sitemap hygiene
Legacy page migration onto the current theme

Funnel Tracking and Enablement

Product-led growth funnel mapped from Miro into HubSpot
Drop-off reporting and segmented contact lists
Product-to-HubSpot data field mapping for remarketing
Recorded walkthroughs and handover documentation

Client Overview

TenderApp is a Dutch tender intelligence platform built for sales, business development, and bid teams that sell to government and public sector buyers. It calls itself the knowledge source for organizations doing business with the government, and it solves a problem every bid team knows: tender opportunities sit scattered across dozens of sources, the data is inconsistent, and by the time a relevant tender surfaces, the window to win it has already narrowed.

The platform works across four capabilities. It signals relevant tenders automatically from 15+ sources with enriched data. It helps teams qualify them quickly so they chase only what they can win. It manages the bid process in one place. And it predicts what is coming, with visibility into expiring contracts, competitors, advisors, and decision-makers. TenderApp sells in three tiers, Start, Grow, and Scale, running from personal tender intelligence up to strategic organization-wide visibility. Hundreds of organizations across the Netherlands use it, including Pon, Randstad, Dura Vermeer, SAP and Samsung.

That growth put pressure on two things at once. TenderApp’s organic search visibility depends on a tender directory of roughly 10,000 pages that grows by about 30 new tenders every day. Its self-serve Start tier depends on a clean onboarding funnel. Both ran on a marketplace HubSpot theme and a HubDB setup that could not stretch to fit either one. As Mart Vissers put it, the SEO pages were “a strong vehicle currently to get free/organic website traffic with high intent,” but conversion into the product stayed low, and the team could not see why. That is where TRooInbound came in.

Their Challenges

A rigid, cluttered legacy theme
The site ran on the standard ACT3 theme. It carried duplicate module groups, limited customization, responsive glitches, and weak layout control. Every new page took longer than it should have, and the marketing team could not move without developer help.

A tender directory generating duplicate URLs at scale
HubSpot allows only 10 dynamic child pages per HubDB table. TenderApp needed far more than that. Worse, the existing setup created a URL for every tender under every category path it touched, so a single tender appeared at up to ten different addresses. With around 4,000 rows in the table used across 12 pages, TenderApp was looking at roughly 48,000 URLs where it needed a few thousand.

The most valuable pages were blocked from Google
The robots.txt file carried nine Disallow rules that blocked everything beneath each category path. The category overview pages stayed indexable, but the tender detail pages behind them, the pages carrying the actual high-intent search demand, were invisible to Google.

Inconsistent system and sub-domain branding
System pages such as 404, 500, search results, and the membership login screens still used HubSpot defaults. The Knowledge Base ran on its own layout with no branded header or footer. Any visitor who hit one of these dropped out of the brand experience.

Broken modules and layout conflicts
Video and webinar sections were only partly clickable. Logo and history sliders lost their settings on cloned pages. Case study detail pages had text running full width because of an inline-width conflict. Footer alignment, rich text backgrounds, and CSS spacing all needed cleanup.

No visibility into the product-led funnel
TenderApp had no tracking between the TenderApp Start web funnel and HubSpot. The team could see signups but not where people stopped: at the start page, at registration, or during company setup. Without that, targeted follow-up was guesswork.

A legacy archive left behind
The 2025 tender database still ran on the old template. TenderApp tried switching the master template in-house and broke the page.

Dependency on developers for daily publishing
Routine website changes needed technical help. The team wanted to publish, update listings, and manage case studies without touching code.

Our Strategies

TRooInbound took ownership of TenderApp’s HubSpot CMS, theme architecture, SEO page structure, and funnel tracking, and rebuilt each layer so the team could run the site independently.

1. A documented theme decision, not an assumed one

TenderApp wanted to keep ACT3. It was already paid for and well regarded, and that was a fair position. Rather than argue it, we built a section-by-section breakdown showing exactly which parts of the Figma design ACT3 could carry as-is and which would need custom work, then handed the decision back. With that in front of him, Mart chose the custom theme. The build started from an informed choice instead of a debate.

2. Custom theme and core website build

We built a custom HubSpot theme with drag-and-drop editing, no duplicate modules, and styled reusable module groups. On it we delivered the homepage, the Start, Grow, and Scale solution pages, product and pricing pages with interactive card sliders and styled package lists, About Us, Contact Us, Book a Demo, Events, case study overview and detail pages, blog overview and detail pages, news, and custom blank landing page templates.

3. HubDB architecture for live tender data

We configured HubDB tables to pull live tender data into the 2026 and 2025 overview pages, and wired a table directly into the homepage for the “recente aanbestedingen” block. Custom-coded page elements handle the tender overview, detail, and category layouts.

4. A URL structure that stops generating duplicates

We proposed keeping the existing hyphen-based URL pattern rather than restructuring it, which avoided a redirect wave across every category. Going forward, dynamic page generation runs only from the main listing table, so the duplicate URLs stop being created at source. Category pages become static pages TenderApp can edit, add video to, and optimize individually, something the old dynamic structure did not allow.

5. Crawl and canonical fixes

We identified the robots.txt rules blocking the tender detail pages and set out the fix: remove the blocks, add a rel=canonical on every duplicate category path pointing back to the year-hub detail page, strip parameter variants and duplicate category URLs out of the sitemap, and resubmit to Search Console. TenderApp’s own marketing agency reviewed and backed the approach.

6. System pages, Knowledge Base and legacy migration

We converted 11 default system pages to the custom theme, covering 404, 500, password prompt, search results, subscription preferences and updates, unknown contact preferences, membership login and registration, and both password reset screens. The Knowledge Base picked up the global header, footer, brand colors and fonts, custom search styling, and social links across its three sections. We cloned, tested, and then migrated the 2025 tender archive page onto the new theme after TenderApp’s own attempt broke it.

7. Module engineering and design

We re-engineered video modules so full sections are clickable and added dynamic video length tags. We fixed the JavaScript issue that stopped sliders from keeping their settings on cloned pages, and resolved the CSS spacing, footer alignment, rich text background, and inline-width problems. On design, we produced high-resolution mockups in Figma and then built the Event Listing page and the “Working at TenderApp” vacancy overview and detail pages.

Our Planned Solutions

Dynamic content and SEO scaling

Restructured HubDB tables, canonical path mapping for sector and yearly tender pages, live homepage tender listings, static category pages replacing query-parameter URLs, and a documented canonical and sitemap strategy reviewed by TenderApp’s marketing agency.

Admin control and module flexibility

Case study modules that let administrators either hand-pick featured customer cases or display recent ones dynamically. Reusable module groups and drag-and-drop editing across the site, plus an embedded Arcade product tour on the marketing pages.

Funnel tracking and product data sync

The TenderApp Start funnel mapped from Miro into HubSpot, with dashboards and reports covering company setup visits by source and page performance. We also documented, in writing, what HubSpot can and cannot do natively here. HubSpot only tracks page visits for known contacts, so anonymous visitors who never submit a form cannot be segmented. Rather than promise around that, we specified exactly which data points the product team needed to send across, in what format, mapped to each funnel step from contact creation through company creation, trial, and paid conversion. Mart’s response: “Thanks for the extended analysis/summary/proposal going forward. Fully agree with your approach.”

Client enablement

Recorded video walkthroughs covering saved modules, HubDB listing management, system page updates, page spacing controls, and case study logos and tags, so the team can publish and maintain the site without developer support.

The Result

TenderApp now runs a fully branded HubSpot website its own team can manage, on a tender directory architecture that scales without generating duplicate URLs, with the search visibility problems in its highest-intent pages identified and fixed.

A custom theme replaced ACT3, chosen by the client after a documented comparison, with reusable module groups and drag-and-drop editing across every core page.
The duplicate URL problem is solved at source. Dynamic page generation now runs from one table, static category pages give the team editorial control, and canonicals consolidate the remaining duplicates instead of leaving 48,000 URLs competing with each other.
The tender detail pages can be indexed again. The robots.txt rules blocking them are identified and removed, with a canonical and sitemap strategy signed off by TenderApp’s marketing agency.
11 system pages migrated to the custom theme, plus a rebranded Knowledge Base, so the brand holds on every page a visitor can reach.
The 2025 archive is back on the current theme, after an in-house attempt broke it.
The Start funnel is measurable. Dashboards track company setup visits and page performance, HubSpot’s native limits are documented rather than glossed over, and the product data field mapping needed to close the remaining gaps is specified and agreed.
The team is self-sufficient. Recorded walkthroughs and modular page building removed the dependency on code for daily publishing. Ongoing work now includes a full redesign of the three core SEO templates.