Maintaining SEO when updating an old workhorse website.


Our client was holding onto a legacy website that was built many years ago. This old website got good traffic. The problem was it wasn’t mobile friendly, it wasn’t getting a good conversion rate, and it wasn’t coming up in a search in a good part of the clients service area. Our goal was to not just maintain SEO ranking, but to surpass it and to increase conversion rates for people coming to the website.

First, we did an analysis of the website. There were some critical questions that needed to be answered

  • What were the important keywords and how was the website ranking in a search?
  • What keywords were being missed?
  • Who was the competition and what were they doing differently?

We Identified 5 major areas that needed to be addressed

  1. Update the website identity, including the logo and development of the Rackliffe Lock & Safe Character.
  2. Focus on the key service areas and create landing pages with detailed conversational Q&A about the services.
  3. Develop a call back strategy that would help prospective clients take the next step.
  4. Build town landing pages with unique content to help business come up in a search in the specific towns.
  5. Put in place a tightly crafted organic search strategy that kept all of the existing SEO juice and added more.

The website is launched and here is what the client has to say.

“We had a very old site that was obsolete. But it was working. I met Paul from Halagan Design and we started the conversation of what he could do for us.

A better site functionally. A site that would elevate our google ranking and allow customer immediate access to service.

We had no idea what we really wanted the site to look like. If you’ve ever shopped for a new site, that is a dangerous place to be. You are at the mercy of your designer imagination and grasp of your company and most importantly, your company’s  identity.

Paul came to the table prepared. Not only did he create a design that worked, it had our DNA all over it. Paul’s ideas of creating individual town pages and a call me button was genius. From the day the site launched, we experienced increase in sales, visibility and most important for us, search ranking. We are at the top in just about every search you can think of for my Profession.

Best part of the site is we can build and grow with it. Many sites are built and are so loaded with information that they become hard to navigate and load. A real killer for someone wanting quick search results. Our site now is quick, searchable and very very informative. It allows potential customers the comfort of making that first call.

We are super excited that we chose Paul and his company to design, build and optimize our site. My suggestion is you do the same.”

Rick Bayuk, Owner

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