The old site made shoppers work too hard.
Collection pages were pulling in more than double the organic visits that product pages were, making shoppers click again before finding something buyable. The blog had accumulated off-brand lifestyle posts, from DIY skincare recipes to travel guides, that had little to do with what the brand sold. Both problems needed a plan before the relaunch, while protecting the pages that already earned search traffic.
We decided what deserved to make the move.
None of this happened without their team. I brought the search strategy and audit work; their people brought the product knowledge and production capacity to make the relaunch happen.
- Their content lead reviewed the blog plan and signed off on what stayed and what went.
- Their web developer handled the template rebuild.
- Their internal team took the simple fixes so the developer's hours went to the work only he could do.
Diagnose: fix the map before moving the house.
Before I touched a single template, I audited all 84 blog posts into a keep, rewrite, consolidate, or purge plan. With any relaunch, the first thing I do is pull the traffic split by page type before deciding the architecture. I also mapped the historical URL catalog against the new theme so pages with existing search value wouldn't get lost in the shuffle. That gave the team a concrete plan to review before production started.
Decide: give search visitors a clearer destination.
The core decision was to make individual products easier to find directly, instead of routing product searches through broad collection pages. I planned a dedicated bundle page as its own landing surface, with discontinued kit URLs redirecting into it. On content, we cut before adding: 28 of 47 legacy posts moved to draft rather than staying live to pad the sitemap. The migration plan preserved existing URLs and mapped changed destinations instead of letting the new theme choose fresh paths by default.
Every page got a job and a check.
The page-keyword workflow gives each page one clear job, checks its assignment, and hands it to a person before anything goes live. The same workflow handled the redirect mapping, the catalog cleanup, and the ongoing keyword assignments.
Build: make the plan survive the launch.
We went live on July 6, 2026, with their developer handling the template rebuild alongside my catalog and internal linking work. I built out the dedicated bundle page and rebuilt the remaining content around ingredient science instead of lifestyle filler. Within a week, I completed a full site crawl and delivered a prioritized fix list of redirected internal links and broken pages.
Protect: keep checking after go-live.
I recrawled the site twice in the first two weeks, catching broken links and outdated internal redirects the first pass missed. By September, I'd caught about 25 leftover pages from the old migration competing with the brand's own best collection pages. I redirected those into the collections, protecting the separation between broad category searches and specific product searches.
Grow: keep each page focused.
Once the catalog was clean, we agreed on the next keyword-mapping strategy: specific terms belong on product pages, and broad terms belong on collections. Each page would have one primary keyword instead of several pages competing for the same search. The next phase focused on improving pages that weren't earning traffic, with a steady four blog posts a month.
Traffic held, then grew in the right places.
14%
more organic sessions in August 2026 than August 2025
33%
growth in product page organic landings from June to August 2026, while collection landings fell 33%
32%
Blog organic traffic grew 32% from June to August 2026 after cutting 60% of legacy posts.
It's only two months after launch, so these are early numbers, and the timing alone doesn't prove what caused the growth. If your site's overdue for a redesign, start by mapping every URL, choosing where search visitors should land, and planning the checks after launch.
What could this look like for your brand?
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