Lifted Lifestyle Physio + Coaching
Aug 2023
A growing physiotherapy and coaching practice faced a dual challenge: executing a complete rebrand while relocating their primary clinic, creating significant risk to their established online presence and search visibility.
I developed a comprehensive digital migration strategy that prioritized continuity while positioning the practice for growth. The approach balanced immediate risk mitigation with long-term SEO opportunities, ensuring minimal disruption to their patient acquisition funnel.
I worked closely with the practice owner, their web development team, and internal analytics specialists to coordinate timing and execution. Regular stakeholder check-ins ensured all parties understood the migration timeline and potential impacts.
The migration preserved 85% of organic search traffic within 60 days, while the strategic content additions actually increased overall visibility by 20% within three months. The practice maintained their patient booking rates throughout the transition.
The project was completed on time and within the allocated budget, with executive leadership noting the seamless transition compared to their previous location change five years earlier.
Proactive content creation can offset inevitable traffic losses during major site changes, turning potential setbacks into growth opportunities.
Cross-functional collaboration and clear communication timelines are essential for managing complex digital transitions involving multiple stakeholders.
Building buffer time into migration schedules allows for thorough testing and reduces the pressure on development teams, ultimately leading to better outcomes.
Real-time monitoring through multiple analytics platforms provides early warning signals that enable quick pivots when initial strategies aren't performing as expected.
Documenting the entire migration process creates valuable playbooks for future projects and helps justify strategic decisions to leadership.
