Where it started

A slow WordPress site with years of accumulated content and a brand that had moved on. The business behind it had retired the service the site was built to sell, and what remained was a creator-focused blog wearing the wrong clothes.

Two problems at once, then: a platform that was costing speed and maintenance, and a library of posts written for a positioning that no longer existed.

The migration

Rebuilt as a static Astro site on Cloudflare Pages, with every existing URL preserved through 301 redirects. That part is unglamorous and it decides whether the migration works. Rankings live on URLs, and a migration that loses them loses the traffic with them.

Google PageSpeed Insights after the migration: Performance 99, Accessibility 96, Best Practices 100, SEO 100
After the move. Static hosting does most of this on its own, which is the argument for it.

The SEO overhaul

Audited and rewrote 50+ posts. Stronger titles and meta descriptions, internal linking that actually connected related pieces, and a fix for the keyword cannibalisation where several posts had been competing with each other for the same search. Thin content was merged or pruned with redirects, not left to dilute the rest.

The rebuilt site's homepage
Repositioned from a retired service into a creator-focused blog, with the content structure rebuilt around what people actually search for.

A post listing on the rebuilt site
Post listings after the rewrite. Consistent titling, and internal links that give each piece somewhere to lead.