Background

A metrology services provider specializing in 3D scanning, non-destructive testing, and precision measurement was preparing for a complete website relaunch. The stakes were high: site relaunches typically trigger a three-month decline in organic visibility, and this client depended on their web presence for lead generation.

The existing site wasn’t broken. But it was working against the business. Service content was buried, navigation created friction, and the site’s structure made it difficult for prospective customers to understand the full scope of what the company offered across different industry verticals. For a company with deep technical expertise, the site wasn’t doing justice to their capabilities.

Our team was brought in alongside their web development partner to apply an SEO-first lens to the migration.

Goals & Objectives

Preserve existing organic rankings amidst site relaunch and capitalize on the visibility they’d been leaving on the table.

Stats & Figures

The relaunch not only avoided the typical post-launch decline but delivered immediate, measurable growth.

  • User Growth – Total users increased 46% immediately post-launch – New users grew 50% in the first full quarter – Active users increased 50% year-over-year
  • Engagement – Average engagement time surged 179%, validating that the restructured content was resonating – Engagement rate rose 6%, indicating stronger alignment between user intent and site content – Sessions grew 54% year-over-year
  • Visibility and Conversions – Organic views improved 17%, confirming successful SEO migration – Conversions grew 25% immediately following launch, with continued growth in form submissions

Strategic Approach

Pre-Launch 
We establish a performance baseline and identified where site structure and content created friction for users and search engines. The goal was to clarify services and industry relevance from a buyer’s perspective.

Execution 
We informed the site restructure around search intent and buying behavior to improve discoverability and reduce clicks to conversion, while preserving existing SEO equity and aligning paid media traffic with on-site experience.

Post-Launch 
We wanted to protect performance during migration by monitoring indexation, rankings, and technical issues at 30, 60, and 90 days, addressing problems before they impacted long-term visibility.

Conclusion

Site relaunches don’t have to mean three months of lost ground. With the right planning, a migration becomes an opportunity to preserve the visibility you’ve built while fixing structural debt that’s been limiting performance for years.

The 179% increase in engagement time tells the real story here. The content didn’t change dramatically. What changed was how easily users could find it, understand it, and act on it. For B2B companies with complex service offerings, that clarity is often the difference between a site that generates leads and one that just exists.

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