Direct Line: Bringing clarity to complexity - Organic

Service and project type

Natural search | Migration

Relationship

As part of a major transformational project across the business, Direct Line for Business needed to develop a B2B digital marketing capability. Organic were retained to assist with this transformation.

Problem

Direct Line for Business underwent a website redesign which included major changes to UX and taxonomy. Launching a new redesigned site is a minefield that often leads to a loss in traffic and conversions post launch.

Solution

We worked directly with the client’s SEO team, providing search consultancy and recommendations.

Performance of the site was benchmarked in key areas prior to migration
Pre-launch audit
URL structuring
Content migration, prioritising well-performing content
Redirect mapping
UX review, removing dead ends for users
Post-launch audit to check performance and capture any issues that occurred

Results

Direct Line achieved remarkable results after launching their new website, with a major uplift in traffic, visibility, and sales performance from day one. This success is particularly noteworthy as it occurred during a Penguin update, which typically causes a drop in visibility.

However, our team’s careful planning and execution ensured that the new site was fully optimised, resulting in a jump in visibility – a rare occurrence after a migration. The benefits of the new site were immediately visible, with increased traffic, improved visibility, and better sales performance. This success continued long after launch, showcasing the power of a well-executed website migration.