Brief

Freshwater was commissioned to manage the migration of content and maintain online visibility during the launch of Lexington’s new website and continues to provide digital marketing consultancy on a retained basis. In conjunction with the digital support provided during this project, Freshwater also delivered a brand evolution.

Delivery

To kick-start our contract, Freshwater oversaw the migration of content during the launch of the organisation’s new website. Freshwater’s focus was from an SEO perspective, working closely with the client and its web development agency to ensure organic visibility would be maintained, and avoid any potential traffic losses.

Redirect mapping was crucial to the project due to a domain name change. Freshwater provided the development agency with redirects for each URL on the old site.

There was an issue with the top-level domain redirect issue upon go live, which meant that the old domain did not redirect to the new site. Our digital team identified this issue, suggested fixes, and managed Lexington’s web development agency to ensure a swift resolution.

Following the launch of the new website, we continue to provide content recommendations and support, as well as social media management.

Results

Our migration support ensured that the site returned to, and exceeded, organic traffic levels achieved by the previous site.

In the 30 days after the new website was launched, Lexington saw a 229% month-on-month increase in website views (without any paid-for traffic), while impressions and engagements on LinkedIn increased by more than 400% in the six months after implementing new social media plan, compared to the previous six months.