Website Migrations That Protect Your Revenue
The average website migration loses 30–60% of organic traffic. Mine don’t. I’ve led award-winning migrations for B2B companies like Mollie, Rentman, and Backbase—protecting rankings, preserving pipeline, and turning replatforms into growth opportunities.
Is This Your Situation?
This page is for you if any of the following sound familiar:
You’re moving from WordPress, HubSpot, or a legacy CMS to Webflow, a headless CMS, or a new platform entirely. Your site generates real leads, and you can’t afford to lose them.
The redesign looks great. The sitemap is planned. But no one has mapped existing rankings, redirect logic, or what happens to the pages that actually drive pipeline.
Maybe at a previous company, or maybe you’ve read the horror stories. You know that a botched migration can set organic growth back by 12–18 months—and you want someone who’s done this before.
You just raised a round. The migration is happening regardless. But the expectation is that organic performance improves post-launch—not that it craters and slowly climbs back.
How I De-Risk Your Migration
I don’t hand you a checklist and wish you luck. I embed alongside your development team and own the SEO workstream from discovery through post-launch monitoring. Here’s what that looks like in practice.
Discovery & Risk Assessment
Every migration starts with understanding what you have and what you stand to lose. I audit your existing site to identify the pages, keywords, and backlinks that drive real business outcomes—not vanity traffic. I map every revenue-generating URL so nothing critical falls through the cracks during the move.
This is also where I challenge assumptions. Your dev team might plan to consolidate 200 pages into 50. That might be the right call—or it might wipe out the 15 pages responsible for 80% of your organic leads. My job is to bring that data to the table before decisions get locked in
Migration Planning & Architecture
With the risk map in hand, I build the migration plan. This covers redirect strategy (every URL, not just the obvious ones), URL architecture for the new site, on-page SEO preservation, and internal linking structure. I work directly with your developers to ensure SEO requirements are built into the project plan—not bolted on at the end.
For B2B startups specifically, I also look at migration as a growth opportunity. A replatform is one of the few moments where you can restructure your entire information architecture without the constraints of legacy decisions. I help you build the new site for where you’re going, not just protect where you’ve been.
Execution & Launch Support
On launch day, I’m monitoring in real time. I run crawls on the live site within hours, validate redirects, check indexation, and flag anything that needs immediate attention. This is where most migrations go wrong—small errors compound quickly when search engines are re-evaluating your entire domain.
I work directly with your development team during the launch window. If something breaks, I’m the person who can tell your devs exactly what needs fixing, in language they understand, with the priority context they need.
Post-Migration Optimisation
The first 90 days after launch are critical. I monitor organic performance daily, track keyword recovery across your priority terms, and run diagnostic crawls to catch issues Google surfaces in Search Console. If anything underperforms, I identify the root cause and work with your team to fix it fast.
This phase is also where the growth opportunity kicks in. With a clean new site structure, improved technical foundation, and fresh content architecture, I help you capitalise on the migration to outperform your pre-migration baseline—not just match it.
Track Record: Migrations That Delivered
I don’t talk in hypotheticals. Here are the results from real migration projects I’ve led.
key facts
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Mollie, one of Europe’s fastest-growing payment processors, needed to migrate their entire website to a new platform while scaling internationally. The challenge: zero tolerance for traffic loss during a period of aggressive growth.
The result: Zero organic traffic loss through the migration. The project won a Friends of Search award for best SEO migration. Every priority page maintained its rankings, and the new site structure enabled faster international expansion.
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Rentman, a B2B SaaS company in the events industry, was migrating platforms while simultaneously trying to scale their organic lead generation. The migration needed to protect existing performance while setting up a content architecture for growth.
The result: 5x increase in lead conversions post-migration. The new site structure didn’t just protect existing traffic—it unlocked organic growth that the old platform couldn’t support. Priority pages saw doubled sessions within six months.
Backbase, a global fintech platform, needed to restructure their website to better serve enterprise buyers while preserving years of accumulated SEO equity across hundreds of pages.
The result: Doubled sessions on priority pages. The restructured site architecture improved both user navigation and search engine crawlability, leading to meaningful gains in organic visibility for their highest-value commercial pages.
Investment
I believe in pricing transparency. Here’s what a migration engagement costs and what drives the variation.
Typical engagement: €8,000–€15,000 over 3–4 months, depending on site complexity and scope. This covers everything from the initial audit through 90 days of post-migration monitoring.
What determines the price: The main variables are the number of indexable pages on your current site, whether the migration involves a domain change, international complexity (multi-language or multi-region), and the timeline. A 200-page B2B SaaS site migrating to Webflow sits at the lower end. A 2,000-page enterprise site with multiple subdomains and 15 language variants sits at the higher end.
The Cost of Getting It Wrong
Consider the alternative. A typical B2B SaaS company with 500 monthly organic leads and a 30% traffic loss is looking at 150 fewer leads per month. If your average deal size is €20,000 and close rate is 5%, that’s €150,000 in lost pipeline every single month—potentially for 12–18 months while you recover.
My fee isn’t a cost—it’s insurance against revenue loss that could easily exceed 10x the investment. And unlike an agency retainer, my engagement has a clear end date. You get the migration done right, your team takes over, and you don’t pay me a monthly fee to maintain what should have been built correctly in the first place.
WHAT YOU GEt
Every migration engagement includes the following deliverables. No hidden costs, no scope surprises.
SEO Migration Audit.
A full crawl and analysis of your existing site. I identify every page that matters to your organic performance—ranked by traffic, revenue contribution, and backlink equity. This is the foundation for every decision that follows.
Redirect Mapping.
A complete URL-to-URL redirect map covering every indexable page on your current site. Not just the top 50 pages—all of them. Includes redirect chain detection, parameter handling, and recommendations for pages that should be consolidated or retired.
Traffic Risk Assessment.
A quantified analysis of what you stand to lose if the migration goes wrong. I model the revenue impact of traffic loss at different severity levels, giving your leadership team the data they need to invest appropriately in migration quality.
Technical SEO Requirements.
A developer-ready specification document covering URL structure, canonical tags, hreflang (if international), structured data, robots.txt, XML sitemaps, and every other technical element your dev team needs to implement correctly.
Post-Migration Monitoring.
90 days of active monitoring after launch. I track keyword rankings, crawl errors, indexation changes, and organic traffic across your priority pages. Weekly reports with action items—not just dashboards.
Performance Recovery Plan.
If any pages underperform post-migration, I deliver a prioritised recovery plan with specific fixes, expected timelines, and clear ownership assignments for your team.
Common Questions About Website Migration
DE-RISK YOUR MIGRATION
Protect your organic pipeline.
Preserve rankings through replatforming.
Turn migration into growth.into growth.
READY TO MIGRATE WITH CONFIDENCE?
Book a 30-minute migration assessment. I'll identify your biggest SEO risks and show you exactly how to eliminate them.
How Much Does a Website Migration Really Cost?
A transparent breakdown of migration costs for B2B companies, including the hidden costs most agencies don’t tell you about.
Why Website Migrations Fail (And How to Prevent Revenue Loss)
Data-driven analysis of the most common migration failures, with lessons from 10+ B2B replatforming projects.
The Complete SEO Migration Checklist for B2B Websites
A step-by-step checklist covering every SEO element your team needs to address before, during, and after launch.
