I have a client who is considering having their entire website redesigned and rebuilt in Webflow. Currently they’re using Contentful and Gatsby and hosting on their own server. Maintaining their SEO ranking is a big concern for them. When they switched to Contentful/Gatsby their SEO ranking took a huge hit, and we’re hoping to minimize how SEO is affected should they choose to move forward with a Webflow redesign.
Has anyone else had a similar experience? How did you minimize SEO rankings being affected negatively?
As a seasoned consultant, I’ve rebuilt hundreds of websites for clients, approaching each project with a clear Information Architecture (IA) and technical SEO plan in place. My goal is always to maintain or improve existing visibility, rather than compromising it. Each project requires a tailored strategy, as every site is unique, and getting it wrong can have significant consequences for an existing business.
In my opinion, this kind of work is not trivial, and it’s essential to get it right to avoid any adverse effects on search engine rankings. If you’re not experienced in SEO or IA planning, I strongly recommend hiring a professional who can help guide you through the process and ensure your customers online presence remains strong and competitive.
I face the same situation when talking with clients about migrating to Webflow.
This is how I approach the situation.
1) Set some clear expectations with my clients.
The most crucial step.
Here are some topics you can discuss:
Switching the conversation from Google ranking to Business conversion:
The migration will impact your client’s website; there is nothing you can control here. What you can control is how users experience the new website, offer, and convert to clients. Like most business owners, I don’t really care about Google ranking; I care more about sales. Your job here shift the conversation from Ranking to Business opportunities.
Short-term vs. long-term: As a business owner, I’m already “investing” in revamping the website. I know there will be risks. You can come up with a plan to highlight that you might face disruptions during the first phase (phases are better than dates in SEO ), and here is how you will put in place to mitigate it. In the long term, we expect better business results and a better Google ranking (to emphasize what is essential to your client).
2) Audit the website content and keyword ranking
What I normally do for “Ranking focus clients” is offering a 2 phases revamp. 1st phase: We update the design and the website infrastructure. We keep the same content. 2nd phase: We update the content on the new website and optimize it granularly.
3) Come up with a 1-year roadmap highlighting expectations, mitigation strategy, and outcome.
This will help manage expectations. When the ranking is taking a small hit, just remind them it’s part of the process. After a year, they will have a better website experience for their users and more revenue.
I agree with @webdev; the revamp isn’t easy. If it’s your first time, I suggest consulting a professional. It will reduce a lot of stress on your shoulders.
I hope this clarify your next steps and you will have a happy customer for life.
Good luck.
I’ve been through a similar situation with my own site when I switched platforms a couple of years ago. I moved from WordPress to a custom setup and, like your client, saw a drop in rankings initially. What helped me bounce back (and even improve rankings) was making sure the transition was super smooth. I focused on keeping the URL structure consistent, setting up proper 301 redirects for any changes, and ensuring all meta tags, alt texts, and schema stayed intact.When I got stuck, I reached out to the team at improvemarketing.co.uk, and they were brilliant. They guided me on handling the technical SEO during the migration and even helped with post-migration audits to fix any missed issues.
), and here is how you will put in place to mitigate it. In the long term, we expect better business results and a better Google ranking (to emphasize what is essential to your client).