A website redesign case study documents where a company's online presence started, what was changed and what the numbers did afterwards. This one is about WWG's own website. In eight months between 2024 and 2025 we rebuilt the site, the SEO and the social channels of our own company, treating it like a client project with a before and an after; this article, published in May 2025, reported the results. In 2026 we added the next chapter: the migration to the current platform, the SEO programme that followed and what we would do differently.
TL;DR
- Point A, in 2024: an outdated website with poor conversions, almost no organic traffic and social channels with low reach and no lead generation.
- What we did: a website redesign focused on speed and conversion, a full SEO audit and content optimisation, and a data-driven content and social media system.
- Point B, after eight months: organic search users up from 197 to 1,518, total visitors from 749 to 2,624, page speed score from 36 to 95, more than 100 leads generated organically.
- 2026: migration to the current platform with the same addresses, structured data on every page, Core Web Vitals monitoring and a programme that refreshed more than a hundred older articles.
- The lesson: a system that turns visitors into revenue, not a one-off redesign.
Where did WWG start from?
Eight months before the first version of this article, this was our reality: an outdated website with poor conversions and a weak user experience, almost no organic traffic from search engines, and social media channels with low reach, poor engagement and no lead generation. These issues were stalling growth, reducing brand visibility and blocking leads: we were losing potential customers before they had a chance to discover us.
So we decided to rebuild our digital strategy completely, and to do it the way we do it for clients: measure the starting point, set targets, change one system at a time and measure again.
What did we change?
Three things, in parallel: the website, the search presence and the content system. The website was redesigned with a modern interface, faster load times and clear calls to action; the SEO work started from a full technical audit and went on to keyword optimisation and content refinement; the content and social media strategy became a data-driven publishing system.
| Area | Before | After |
|---|---|---|
| Website | Outdated, cluttered interface; slow pages and high bounce; vague calls to action; poor mobile experience | Clean design focused on conversion; optimised speed; clear calls to action; fully responsive |
| Search | Low organic traffic; few rankings; multiple technical issues; outdated service pages without structure or metadata; no link building | SEO-optimised structure and content; technical issues resolved; service pages rewritten; link-building started |
| Social media | Weak visibility; low engagement; no leads from digital platforms | Targeted content strategy; a cohesive digital ecosystem; growing awareness and trust |
The website work is described in our web application development services; the lead system that followed is told in our article on how WWG built a scalable lead engine with performance marketing.
What did the numbers do?
They moved on every front we measured, as reported in May 2025. Organic search traffic grew from 197 to 1,518 users, total visitors from 749 to 2,624, organic clicks from 242 to 1,900; the page speed score went from 36 to 95 and engaged sessions per active user rose by 3.86%. On Instagram followers grew by 24.6%, from 399 to 497, engagement by 48.8% and click-through on posts by 130.7%; on LinkedIn page views grew by 123.4% and reactions by 73.3%.
On search visibility, keywords in the top 50 grew by 46.3%, from 177 to 259; after a semantic clean-up that removed irrelevant queries the count temporarily fell to 143 while traffic quality improved, and the domain authority score moved from 9 to 16. Point B, after eight months: organic traffic up 67% within four months, more than 100 leads generated organically without additional ad spend, higher conversion through UX and speed, and top rankings up 46% with link building continuing. These are our own figures from our own analytics and search console accounts for that period.
What happened next, in 2026?
We migrated the site to the current platform, keeping every address, and turned the redesign into a programme. Three pieces of work followed. First, structured data on every page type, from articles with author and dates to FAQs, so that search engines read the site the way we intend. Second, Core Web Vitals monitoring in production, because a speed score measured once decays unless someone watches it. Third, a content refresh programme that rewrote more than a hundred older articles, from 2020 to 2025, with up-to-date information, a defined structure and a revision date, instead of deleting them.
What we would do differently is start the refresh of old content earlier: the articles that already ranked were the cheapest traffic to grow, and the ones that had decayed were still bringing impressions without clicks. The method we now apply to clients' sites, from the technical audit to the content programme, is the one we tested here. The marketing side of the same system is told in the performance-marketing case; the technical side, in our guide to AI ROI, where we explain how we measure what the automation behind the content and lead flow actually returns.
Want the same before-and-after for your own site? Talk to a WWG engineer at business@wwg.it.
FAQ
Frequently Asked Questions
A documented account of where a company's online presence started, what was changed in design, content, search and channels, and what the measured results were afterwards, with figures from analytics and search tools. This one is about WWG's own site, treated like a client project with a before and an after.
As reported in May 2025, after eight months: organic search users from 197 to 1,518, total visitors from 749 to 2,624, page speed score from 36 to 95, keywords in the top 50 from 177 to 259, and more than 100 leads generated organically without additional ad spend. Social channels grew in followers, engagement and click-through as well.
In WWG's case the first clear movement in organic traffic came within four months and the figures above were measured after eight. Speed and conversion improvements show immediately; search rankings take months because they depend on content being indexed and on links being earned.
Because many still ranked or received impressions and answer questions that are still asked, and because the company's history has documentary value. Refreshed articles keep their original date and show a revision date; where the content was tied to a specific moment, it is kept as a record with a note.
