SEO Website Migration for B2B Startups
Your website migration shouldn’t cost you 6 months of organic growth. I help B2B startups and scaleups migrate CMS platforms without losing the traffic and pipeline they’ve built.
Website Migrations Are High-Stakes. Most Companies Underestimate the SEO Risk.
Every B2B startup eventually outgrows its CMS. Maybe the old platform can’t support your localization needs. Maybe your dev team spends weeks on changes that should take hours. Maybe your design is stuck in 2019.
So you migrate. New CMS, new design, fresh start.
And then organic traffic drops 30–60%. Your pipeline slows. Your board asks questions. Recovery takes 3 to 8 months — if it happens at all.
This is the pattern. Dev teams and agencies focus on the build. SEO is an afterthought, if it’s considered at all. For B2B companies where organic drives pipeline, that dip translates directly into lost revenue and longer sales cycles.
The irony: you migrated to improve your website, but you ended up hurting your most cost-effective acquisition channel.
It doesn’t have to go this way. With the right preparation, a migration can be a growth lever — not a setback.
Migrations That Grow Traffic, Not Lose It
Most migrations are about survival. Mine are about growth. Here are three B2B website migrations I’ve led — all with positive outcomes.
Mollie.com — 2,011 Pages, Zero Dip, Award-Winning
organic sessions Month-over-month
low-funnel sessions
lower-funnel conversions
Mollie, the European payments platform, needed to migrate 2,011 pages to a new CMS. Their existing website made it nearly impossible to implement SEO best practices — new page templates took months to launch and most SEO tasks required developer resources.
As the SEO lead on this project, I was involved from 10 months before launch: running the content audit, building the redirect strategy, and managing 290 SEO tickets across the web team and development agency. The goal was a no-dip migration.
The result: not just zero dip, but immediate growth. +62% organic sessions year-over-year. This migration earned the Friends of Search Award in 2023.
Two More B2B Migrations in 2025 — Same Methodology, Same Results
B2B SaaS Platform
Migration to Webflow • 2025
Organic lead conversions increased significantly within the first month
Priority page traffic grew across the board
Rankings improved for nearly all tracked keywords
No critical recovery needed
Enterprise Fintech Platform
Migration to Webflow • 2025
Organic sessions to priority pages more than doubled
All priority pages indexed despite major URL changes
Foundation set for growth, not recovery
Branded traffic stable, no migration-related drops
Both migrations followed the same methodology: early involvement, rigorous content auditing, embedded collaboration with the dev team, and ruthless prioritization of what matters for revenue.
How I De-Risk Your Website Migration
I work as an embedded SEO strategist within your migration project — alongside your dev team or agency, not replacing them. My role is to make sure the SEO perspective is woven into every decision, from URL structure to content architecture to launch timing.
The engagement typically runs 3–4 months across three phases:
Month 1
Content audit to identify what to migrate, consolidate, or retire. URL mapping and redirect strategy. Technical SEO baseline so we know exactly what we’re protecting. KPIs and priority pages defined upfront.
Month 2-3
I work alongside your dev team throughout the build. SEO requirements documented for developers. Priority framework for what must be right at launch vs. what can wait. Staging environment testing before anything goes live.
Month 3-4
Pre-launch QA. Post-launch monitoring with daily reporting in week one, weekly after. Rapid response to any indexing or ranking issues. Full M+1 post-migration analysis with strategic recommendations.
Think of it as an insurance policy for your organic channel. For a B2B site generating meaningful pipeline from organic search, the cost of not having someone in this role is almost always higher than the cost of the engagement.
What’s Included
- Pre-migration assessment with defined KPIs and priority pages
- Content audit and migration mapping
- SEO requirements documentation for your dev team
- Priority framework for launch decisions
- Weekly performance monitoring post-launch
- M+1 post-migration analysis with strategic recommendations
Recent experience migrating B2B websites to Webflow, with proven results across multiple projects.
Is This Right for You?
This is a good fit if:
You’re a B2B startup or scaleup planning a CMS migration or major replatforming
Organic search is a meaningful part of your pipeline and you can’t afford months of lost traffic
You have a dev team or agency handling the build, but no dedicated SEO expertise on the project
You want someone who’s done this before with proven results, not an agency upselling a bigger retainer
This might not be the right fit if:
You’re a small site with minimal organic traffic — a self-service checklist might be enough
You’re looking for a full-service agency to handle design, dev, and SEO — I focus purely on the SEO layer
frequently asked questions
Don’t Gamble With Your Organic Pipeline
A website migration is one of the highest-risk moments for your organic channel. Whether you’re moving to HubSpot, Webflow, or a headless CMS — the traffic and pipeline you’ve built is worth protecting. Let’s make sure your migration goes right.
