If you’re considering a website redesign or replatform, you already know the part that keeps marketing leaders up at night:

You launch… and your organic traffic falls off a cliff.

SEO never “stopped working.” Migrations break things in quiet, compounding ways: redirect gaps, URL changes without a plan, lost internal links, tracking that goes sideways, template bloat that tanks performance.

The industry calls it the “migration dip.”

It’s so common that teams brace for a ~30% drop as if it’s the price of progress. But it doesn’t have to be.

A leading legal technology company replatformed WordPress → HubSpot, redesigned their site, and changed site structure, without sacrificing search momentum.

And the results weren’t a recovery story.

They were a growth story.

• 406% increase in qualified leads (32 → 166/month)
• 117% increase in total sessions (23,349 → 50,690)
• +10.84% year-over-year organic search growth (no dip)
• 18.75% contact-to-customer rate (nearly 1 in 5)

If your job is pipeline, those aren’t “nice metrics.”

That’s the difference between a redesign you defend… and one you regret.

Most redesigns focus on what’s easy to see:

• new messaging
• new visuals
• new page templates
• a shiny new CMS

And they skip what actually drives outcomes:

• conversion friction
• user flows
• technical guardrails
• measurement integrity
• SEO equity protection

So the site looks better… while performance quietly gets worse.

They had outgrown their website.
They were an established industry leader, but their WordPress site didn’t reflect it. The marketing leader needed to:

• Upgrade brand perception (enterprise credibility)
• Compete with bigger players (stronger domain authority)
• Replatform to HubSpot (without losing years of SEO value)
• Increase lead quality (not just volume)

And they needed to pull it off without risking a quarter of pipeline momentum.

This wasn’t “design-led.”
It was Conversion Engineering-led, with a migration plan that protected search.

1) We engineered conversion before design

Before a single page was redesigned, we audited:

• user intent and paths to solutions
• where visitors were getting stuck
• how content and CTAs were (or weren’t) supporting decision-making
• competitor positioning and frictionless patterns

Then we rebuilt the site structure to make the “next step” obvious for real buyers—not just browsers.

2) We built a HubSpot system the team could scale

Replatforming only helps if the team can actually run the site after launch.
So the build focused on:

• a modular design system (components the team can reuse)
• templates that support speed, consistency, and governance
• infrastructure that supports multiple markets (US, UK, Canada)
• clean tracking foundations so marketing reporting stays trustworthy

3) We protected SEO equity like it was pipeline (because it is)

This is where most migrations fail.
We executed:

• granular URL mapping + 301 redirects (not “close enough”)
• structural decisions that preserved ranking signals
• performance and accessibility guardrails (including Core Web Vitals considerations)

And we treated post-launch validation like a launch requirement—not an “after we ship” task.
(We did use AI inside our workflow to accelerate QA and pattern-finding—but it wasn’t the strategy. The strategy was process, discipline, and risk management.)

If you’re planning a redesign or CMS migration, the biggest risk isn’t the launch date.
It’s what happens 30–90 days after launch when:

• rankings slide
• reporting becomes unreliable
• lead quality drops
• the internal narrative becomes “the new site hurt performance”

That’s when everyone gets conservative again… and growth slows.

Book a 15-minute Replatform Risk Check.
You’ll leave with:

• the top 3 ways your migration could leak organic traffic
• what to validate pre-launch so leads + attribution don’t get messy
• the first 3 fixes we’d prioritize to protect pipeline