Updating the corporate website

RLOP is a service company specializing in the repair, verification, calibration and comprehensive maintenance of laboratory equipment for government, medical and industrial organizations.

The client asked for the task of updating the corporate website, which has hardly changed for more than 15 years. Despite its good position in search engines, the resource was fully implemented in static HTML, did not have a mobile version, did not allow employees to update information on their own, and no longer met modern user requirements.

The main condition of the project was to preserve the accumulated SEO potential. It was necessary to completely update the site, preserving the URL structure, metadata, linking and existing indexing of search engines.

The team was faced with the task of creating a modern corporate website on WordPress, which would preserve the search positions of the existing resource and at the same time greatly simplify further administration.

The main objectives of the project:

• develop a new responsive WordPress website;
• save the existing URL structure and SEO parameters;
• implement a convenient content management system;
• add the ability to publish news, certificates, and equipment without the involvement of developers;
• improve the usability of the website on mobile devices.

Analytics and design

Before the start of development, a detailed analysis of the existing site was carried out to identify the elements critical for maintaining search traffic.

Special attention was paid to:

• preserving the page structure;
• analyzing existing URLs;
• saving links;
• preserving meta tags and search relevance of pages.

Developing a new website

Despite using a ready-made template as the basis, almost the entire project has been adapted to the customer’s needs.

The following tasks were performed within the framework of the project:

• development of a new corporate interface;
• full adaptation of the design to the corporate identity of the company;
• creating an adaptive version for mobile devices;
• development of all internal pages;
• service catalog implementation;
• certificate pages;
• Equipment sales section;
• news section;
• feedback forms;
• contact pages with the card.

Development of a management system

One of the main tasks was to create a simple administrative panel that company employees could use without technical knowledge.

Through WordPress, the customer got the opportunity to independently:

• publish news;
• add new services;
• place equipment;
• upload certificates;
• change text information;
• manage shares;
• update images.

After completing the project, the customer’s team received instructions on how to work with the management system.

SEO migration

The most crucial stage of the project was the preservation of the accumulated search weight of the site.

During the development process, the following were saved:

• existing URLs of all pages;
• link structure;
• Title and Description;
• page structure;
• txt;
• xml;

bread crumbs.

Additionally, basic site performance optimization was performed for modern search engine requirements.

Saving search positions

The most difficult task of the project was to update the site without losing the already accumulated SEO.

The company has held a good position in search results for many years, so any change in the structure of the site could lead to a loss of organic traffic. For this purpose, the page addresses, the linking structure and the main SEO attributes were completely preserved.

Creating a modern CMS instead of a static website

The old site consisted of a set of HTML pages, any modification of which required the participation of a developer.

We have implemented a full-fledged administrative dashboard on WordPress, thanks to which the company’s employees have the opportunity to independently manage news, services, certificates and other content without involving technical specialists.

After the launch of the project, the company received a completely updated corporate website that meets the modern requirements of both users and search engines.

As a result, it succeeded:

• save the existing site positions in search engines after migration;
• completely transfer the website to a modern WordPress CMS;
• implement an adaptive mobile version;
• significantly simplify content management;
• provide employees with the opportunity to independently publish news and update information;
• improve the usability of the website on all devices;
• to create the basis for further development of the corporate website without the need for constant involvement of developers.

With a relatively small budget, we managed to complete a full-fledged modernization of the corporate website without losing the accumulated SEO potential. Instead of the outdated HTML resource, the customer received a modern adaptive website with a user-friendly management system, which retained its search positions and became much easier to maintain and further develop.