Platform Migration · Custom WordPress Theme · Brand Implementation · SEO Continuity · Paid Media · AIO/GEO
B2B technology vendor (under NDA)
From Webflow to a Custom WordPress Build, Mid-Rebrand
Who They Are / What We Were Dealing With
The company's growth plans needed a platform with more room. Webflow worked early on, but the roadmap (paid landing pages by venue, deeper category content, schema work, custom integrations) called for a foundation they could extend. The rebrand was already in motion, so the cutover had to ship the new identity at the same time without losing organic search value.
What we were dealing with:
- Webflow couldn't support the growth roadmap (custom landers, deeper content, integrations)
- Brand redesign needed to land at launch, not after
- Organic search value tied to legacy URLs (/expertise/*, /venues/*) had to carry over
- AI search visibility (Perplexity, ChatGPT citations) tied to old URLs
- Paid media program needed click-tracked landing pages the old stack couldn't host
The Brief
Move off Webflow without losing what was working, and set up a platform the team could build on for years.
We were engaged to:
- Migrate from Webflow to a custom WordPress build with a custom theme
- Implement the new brand during the cutover
- Preserve organic search and AI citation value across legacy URLs
- Modernize hosting and the technical stack
- Run the ongoing SEO + paid media program post-launch
The Engagement
Scope at a glance
How we worked together
Engagement ran across the company's leadership and operations team on the client side. Cutover ran February through March 2026, with the ongoing program (SEO, paid media, AIO/GEO, fleet hosting) picking up immediately after launch.
How We Did It
Custom WordPress Build, Not a Theme
Built a custom theme tailored to the company's content model: venue pages, event pages, product categories. No off-the-shelf theme, no page-builder bloat. The team can extend it without fighting the platform.
Brand Implementation During Cutover
Shipped the brand redesign at launch instead of as a follow-up phase. One disruption window, one new site, one new identity.
SEO Continuity Through the Migration
Mapped legacy Webflow URLs (/expertise/* and /venues/* paths) to new WordPress targets via a custom mu-plugin. Re-submitted to IndexNow. Expanded Org schema sameAs across the brand's social and reference platforms.
Modernized Hosting + Stack
Moved hosting onto our managed Hetzner fleet with CloudPanel and Varnish. Production + staging, dedicated resources, high-availability SLA. Standalone monitoring, structured deploys, real backups.
Paid Media Program
Stood up Google Ads across industry-event categories and product categories. Custom landing pages by venue for click attribution, with the WordPress build hosting them directly.
AIO/GEO Authority Building
Added schema, ran listicle outreach for AI-search citations, and tracked Perplexity and ChatGPT visibility on category and venue queries. Repointed legacy URLs that were already cited so the signal carried forward.
The Results
What Changed After We Shipped
- New brand and new platform launched together, in one cutover
- Custom theme that the team can extend without page-builder lock-in
- Legacy SEO and AI-citation signal carried forward via mapped redirects
- Paid media program running on landing pages the platform now supports
- Single retainer covering web, SEO, paid media, and hosting
KPIs tracked
Key Takeaway
When the platform is the bottleneck, the rebrand and the rebuild ship together. The company got both, plus an ongoing program that runs on the foundation we built.
Back to Work
Let's build something real
Building something?
Let's talk.
We have actual in-house capabilities across engineering, product, marketing, and data science. Real humans. Real skills. Real results.
Let's build something real
Building something?
Let's talk.
We have actual in-house capabilities across engineering, product, marketing, and data science. Real humans. Real skills. Real results.