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Case study · Voice-over platform

The Arabic Voice.

Rebuilding a fragmented four-site WordPress estate into one secure, maintainable product platform.

  • Platform Rebuild
  • Product Design
  • CMS Migration
  • Full-Stack Delivery

Project impact

4
sites consolidated
48,650
spam URLs retired
263
voice talents migrated
1
platform foundation

Not a redesign — a replacement.

The challenge was not simply redesigning a website. It was replacing a compromised digital estate without losing its content, search value, users, or operating continuity.

Four properties, three of them legacy, had to move onto one secure foundation — while the business kept running and the assets worth keeping came across intact.

The legacy estate

Four independent codebases, one fragmented estate.

The business ran as four separate WordPress installations — spam-compromised and fragmented, inconsistent to use and expensive to maintain, carrying roughly 48,650 spam URLs between them. Four codebases meant four sets of updates, four security surfaces, and four disconnected product experiences.

PropertyPrevious systemRole in the estateMigration direction
The Arabic Voicethearabicvoice.comLegacy WordPress flagshipPrimary voice-over brandRebuilt from the ground up
Arabic Voicesarabicvoices.netLegacy WordPress, spam-compromisedVoice-talent marketplaceMigrated onto the shared stack
El Hakawatyelhakawaty.comLegacy WordPress installWorkshop landing & submissionsRe-platformed one-to-one
Arabic IVRarabicivr.comStandalone legacy buildIVR-voice store with checkoutPorted, then re-platformed
The challenge

Replace the estate without breaking the business.

Four sites, four codebases, three of them legacy — and none safe to keep patching. The rebuild had to preserve the valuable content while removing the security and operational debt underneath it.

What had to change

  • Compromised WordPress installations
  • Fragmented content and administration
  • Inconsistent product experiences
  • Legacy URLs and search risk
  • A repeated, growing maintenance burden

What could not break

  • Existing talent records and logins
  • Search visibility and ranking history
  • Required public URLs
  • Business continuity through the move
  • Client-owned content and media
The rebuilt experience

One product, built to run itself.

The rebuilt Arabic Voice product — catalogue and booking flow
One shared technical foundation
Four sites on a single secure, serverless stack instead of four separate codebases.
Safer content and talent migration
263 talents carried across with passwords intact and audio moved to durable storage.
A clearer booking experience
Browse the catalogue, hear a sample instantly, and request a quote without leaving the page.
Independent management across products
The business publishes a voice or a page itself — no developer ticket, no plugin risk.

One platform foundation. Four distinct product experiences.

Every property runs on the same secure, serverless foundation — so security, publishing, and maintenance are solved once, while each product keeps its own audience and interface.

  • The Arabic VoiceDistinct experience
  • Arabic VoicesDistinct experience
  • El HakawatyDistinct experience
  • Arabic IVRDistinct experience
Shared platform foundation
  • Payload CMSContent operations
  • Cloudflare D1Structured application data
  • Cloudflare R2Media & audio storage
  • Cloudflare WorkersRuntime & delivery
Connected ecosystem

Three siblings on the same foundation.

  • Arabic Voices brand artwork — an audio waveform in warm gold on black
    Brand identity — audio-waveform artwork

    Arabic Voices

    arabicvoices.net

    The two-sided Arabic voice-talent marketplace of the estate.

    Transformation
    Migrated off WordPress onto the shared secure stack, fully Arabic RTL, with self-serve talent profiles.
    Result
    263 talents migrated with passwords intact; fabricated reviews left behind.

    RoleSolo — data model, migration, UX/UI, full-stack

  • El Hakawaty product identity — the workshop launch screen with its Arabic logotype
    Product identity — launch screen

    El Hakawaty

    elhakawaty.com

    Landing and submissions for a quarterly Arabic voice-acting workshop.

    Transformation
    Reproduced exactly on the unified stack, with a gated submissions admin and CV uploads.
    Result
    Off the legacy box and onto the secured platform.

    RoleSolo — re-platformed 1:1

  • The live Arabic IVR homepage — hero headline, navigation and a trusted-by logo strip
    Live front-end · arabicivr.com

    Arabic IVR

    arabicivr.com

    An IVR-voice store with waveform players and checkout.

    Transformation
    Verbatim front-end port onto the secure stack, order form back under the client’s control.
    Result
    Same design and features, now client-owned end to end.

    RoleSolo — pixel-perfect port + re-platform

What changed

What the client got back.

Product and operations

  • One maintainable platform foundation
  • Clearer publishing and administration
  • Safer migration and ownership
  • Reduced dependence on fragile plugins

Customer experience

  • Clearer talent discovery
  • An improved booking journey
  • A consistent responsive experience
  • Distinct products with shared quality
Mo didn’t just redesign them; he rebuilt the whole thing into one secure platform.
Ahmed AlqotbOwner · The Arabic Voice
Delivery proof
670+
commits across four sites
263
talents + audio migrated
48,650
legacy URLs retired as 410s

Delivered on a secure-by-default foundation — CMS-driven, behind a Cloudflare WAF with Turnstile on every form.

Contact

Planning a rebuild that has to land safely?

Tell me what needs to change, what must be protected, and where the current platform is holding the business back.

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