New URLs, no map
The page structure changes and the old addresses stop resolving. Pages that took years to earn their rankings return errors, and the traffic they carried does not find its way back on its own.
Services
B2B Website Redesign
Rebuild the site without losing what already ranks. Every URL mapped before anything moves, schema carried across, and the same measurements taken before and after.
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Redesigned Safely
Where a B2B Website Redesign Loses Traffic
The ProblemThe Big-Bang Relaunch
Schema and snippets left behind
Structured data and search snippets get treated as a launch-week detail. On day one an engine loses the machine-readable version of a site it already understood.
No baseline to compare against
The old site was only ever judged on taste, so the new one gets judged the same way. Six months later nobody can say what the redesign earned.
The SolutionThe Legency Approach
Every URL mapped before anything moves
A crawl of the live site produces the full 301 map, so each old address arrives at the page that replaces it and the equity travels with it.
Schema and metadata carried across
Structured data and search snippets are rebuilt on the new templates before launch, and the pages that never had them get them for the first time.
The same measurements, before and after
Rankings, conversion and a 100-point readability score are recorded on the old site and re-run identically on the new one, so the comparison is arithmetic.
What Carries Over
What a Migration-Safe Redesign Protects
The Redirect Map
Every live URL mapped to its new home before launch. On one six-site estate, 261 URLs stranded on a retired domain were mapped to the brands that should own them.
The Structured Data
Markup rebuilt on the new templates and re-checked after launch. Across that same estate, 230 markup errors were closed and technical health rose on all five sites measured in month one, by 5 to 10 points each.
The Measurement Baseline
A 100-point readability audit is run before the rebuild and re-run identically after it. One client moved from 30 to 59 in two months on that scale, our own audit both times.
The Component System
The new site ships as a governed component library, so the round of change after this one is your marketing team adding pages instead of another rebuild.
Case Study
K2 Group
K2 GroupSix sites, run as one estate.
A move off K2 Group’s old domain had left rankings stranded behind it. 261 URLs were mapped to the brands that should own them, and the retired domain fell from 103 ranked terms to 3 as the group’s brand search moved to first place on the live site.
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Common QuestionsFrequently Asked
Frequently Asked
Questions
Not if the URLs are mapped before anything moves. Every live address gets a 301 to the page that replaces it, metadata and schema carry across, and rankings are watched through cutover rather than checked a month afterwards.
It depends on how many pages, templates and integrations are involved. Every redesign starts with an audit that scopes the work and sets a realistic timeline before anything gets designed.
The same measurements get taken twice. Rankings, conversion on the pages that matter and a 100-point readability score are recorded on the old site and re-run identically on the new one, so the before and after compare directly.
It carries across with everything else and then gets extended. On one six-site estate we wrote and attached 205 new answers, 75 of them running in French, Spanish, Portuguese and Mandarin, with regulatory content held in English deliberately because a drifting translation carries real risk.
The site ships as a component library your marketing team owns. New pages, sections and campaigns come out of parts that already exist, so the next round of change is an extension rather than another rebuild.