Redesigning a Marketplace Services Website Without Disrupting SEO
SEO structure preserved throughout the rebuild
Redirects implemented to protect search rankings
Complex case study templates with conditional logic
Scalable templates built for ongoing content growth
About the Project
Awesome Dynamic provides specialist services for businesses selling on Amazon, Walmart, and Shopify. The website required a full redesign with complex template systems, multiple third-party integrations, and a careful approach to preserving existing search performance.
The project was delivered through Pono Ventures, who outsourced the redesign and development. My role extended beyond execution: I communicated directly with the client, coordinated with the agency team, and managed the full build.
This project was delivered as white-label development in partnership with Pono Ventures. All client-facing communication was handled professionally and in alignment with the agency’s standards.
The Challenge
The core risk was the same one that makes many agencies hesitant to rebuild content-heavy sites: a redesign can destroy rankings that took years to build. Every structural decision had to account for the existing SEO footprint before any visual changes were considered.
On top of the SEO challenge, the case study templates were technically demanding. Each required multiple structured content fields, conditional display logic, and reliable integration with several third-party tools.
- Full redesign required without disrupting organic search performance
- Sitemap and URL structure needed to be preserved or redirected
- Case study templates required complex ACF field groups with conditional logic
- Third-party tools integrated across key pages
- Direct client communication required alongside agency coordination
The Approach
SEO analysis came before design. The site’s existing structure was mapped in full before any decisions were made about what to change.
Sitemap and SEO Audit
Every existing URL and page structure was reviewed before the redesign began. Page slugs were preserved where possible, redirects were planned for any URLs that needed to change, and the full sitemap was documented to ensure nothing was lost during the build.
Page and Template Development
The site was rebuilt using GeneratePress, GenerateBlocks, and ACF. Core pages were built individually to match the redesigned layouts, while template systems were developed to support scalable content creation across the site.
Complex Case Study Templates
Case study pages required the most technical work. Each template used structured ACF fields for logos, statistics, narrative sections, related case studies, and testimonials. Conditional logic was applied so that sections without data were automatically hidden, keeping every page clean regardless of how much content was present.
UX and Conversion Improvements
Navigation was restructured, content hierarchy was improved across service pages, and calls to action were introduced at strategic points in the user journey. The goal was to increase lead generation without changing the overall site structure that supported SEO.
Performance and Third-Party Integration
Templates were built to remain stable under multiple connected tools. Performance was considered at the template level to ensure clean, consistent loading even with third-party scripts present.
The Outcome
A modern site with its search performance intact
- Full redesign delivered without disrupting SEO structure
- Redirects implemented across all restructured URLs
- Complex case study templates with conditional field logic
- Improved navigation and lead-focused page layouts
- Reliable performance across all third-party integrations
- Direct client communication handled professionally throughout
The website now supports both content growth and search visibility. The scalable template system means the team can add new case studies and service pages without additional development work for each one.