Cambs Compressors, a highly respected supplier of compressed air system design, installation, and maintenance in the East of England, faced a unique challenge. For more than three decades, they had built a reputation for professionalism and capability. Their existing website, https://www.cambscompressors.co.uk/, was a testament to their long-standing digital efforts, being highly optimised and consistently delivering a steady flow of enquiries.
However, despite its strong performance, the website’s visual appeal was lagging. It looked tired, featured outdated imagery, and its services were not structured in a comprehensive or intuitive manner for modern users. The primary driver for change was the need for a significant visual overhaul to project the contemporary professionalism of Cambs Compressors.
The biggest hurdle in this project was the inherent risk associated with changing the site structure of a highly optimised website. The equity built up over years of search engine optimisation (SEO) needed careful consideration. Without the correct redirects and a meticulous approach to the migration, the new site could potentially lose its accumulated search ranking authority, effectively starting from zero in terms of organic visibility. This could lead to a drastic drop in enquiries and a significant loss of business. The challenge was to refresh the brand and website without sacrificing its hard-earned SEO performance.
The Solution: Strategic Redesign with SEO Preservation
To address these multifaceted challenges, a strategic approach was adopted, balancing visual modernisation with critical SEO preservation:
1. Brand Refresh & Visual Overhaul: A comprehensive brand refresh was undertaken to give the website a modern, professional look and feel. This included updating the visual design, incorporating fresh, high-quality imagery that accurately reflected Cambs Compressors’ current capabilities, and ensuring a contemporary aesthetic.
2. Service Restructuring: The website’s services were meticulously restructured into a more comprehensive and intuitive list. This involved reorganising content, improving navigation, and ensuring that potential clients could easily find the specific compressed air system solutions they needed.
3. SEO Migration Strategy: Recognising the paramount importance of preserving SEO equity, a detailed migration strategy was implemented. This involved:
· Comprehensive Redirects: Every existing URL that had accumulated search authority was carefully mapped to its new corresponding URL on the refreshed site. This ensured that search engines (and users) were seamlessly directed to the correct new pages, preventing broken links and loss of ranking signals.
· Content Audit and Optimisation: Existing high-performing content was audited, updated, and re-optimised for the new site structure, ensuring its relevance and continued search engine visibility.
· Technical SEO Audit: A thorough technical SEO audit was conducted post-launch to identify and rectify any potential issues that could hinder search engine crawling or indexing.
The Outcome: Enhanced Professionalism and Increased Quality Enquiries
The new website for Cambs Compressors successfully achieved its objectives, delivering a modern, professional online presence while significantly enhancing its business outcomes.
Mark Fryer, MD of Cambs Compressors expressed his satisfaction with the results:
“The new site projects our business as a modern, highly capable, and forward-thinking organisation. It’s increased the number of quality enquiries we get, as well as a greater geographic area within East of England.”
The careful planning and execution of the SEO migration ensured that the website not only retained its strong organic performance but also improved upon it. The refreshed visuals and restructured services have made the site more appealing and user-friendly, leading to higher engagement and, crucially, an increase in the number and quality of enquiries received. The expanded geographic reach within the East of England further demonstrates the success of the project in broadening their market presence.
A Seamless Evolution for Continued Success
The Cambs Compressors project is a prime example of how a strategic brand refresh and website overhaul can be executed without compromising hard-earned SEO value. By meticulously planning the migration and focusing on both aesthetics and technical integrity, the new website successfully projects the company’s professionalism and expertise. This digital evolution has not only revitalised their online image but has also directly contributed to increased quality enquiries and expanded market reach, cementing Cambs Compressors’ position as a leading supplier in the region for years to come.