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SiteVisibility

SEO, Content Creation, Marketing
http://www.sitevisibility.co.uk/

Migrating a Blended Learning Specialist to a New Era of Marketing

Migrating a Blended Learning Specialist to a New Era of Marketing header image

The Challenge

Our Client:

Our client (who’d like to remain anonymised) is a leading specialist in blended learning within the health and social care sector.

The Brief:

Going into 2021, our client had hosted the same website for ~5 years.

They wanted to modernise their website and use it as a platform to kickstart their marketing sophistication. It was important to the client that they retained their existing levels of traffic and leads post-migration.

This migration was complex and high-risk as it involved:

>A CMS migration from a custom-build to WordPress

>Upgrading to HTTPS from HTTP

>A complete design overhaul

>Changes to site hierarchy and URL structure

>Large-scale copy changes

>A server migration

In addition, we needed to make the new website GDPR-compliant and update the client’s analytics governance and architecture.

Activity Timeline:

Here is the timeline of our migration activity across 2021 & 2022:

> Q2 2021 - Project Planning & Measurement Framework

> Q3 2021 - Content Auditing & Planning, Design Consultancy & Analytics Auditing & Planning

> Q4 2021 - SEO Auditing, Site Hierarchy & URL Consultancy, & Content Optimisation

> Q1 2022 - Analytics & Cookie Compliance Configuration, SEO Testing & Content Optimisation

> Q2 2022 - Post-Launch Testing Across Analytics, SEO, Paid Media & UX

> Q3 2022 - Advanced CRM Integration, Performance Reporting & Server Migration

Our Targets:

> To ensure pre-migration traffic levels are retained within 8 weeks post-migration

> To ensure pre-migration monthly lead volumes are retained within 8 weeks post-migration

The Results

> Pre-Migration Traffic levels were exceeded within 4 weeks post-migration (proportion of target achieved was 162%)

> Pre-Migration monthly lead volumes were exceeded within 4 weeks post-migration (proportion of target achieved was 287%)

Find Out More

https://www.sitevisibility.co.uk/case-studies/migrating-blended-learning-specialist-to-new-era-of-marketing/