Work / Healthcare device manufacturer
Consolidating five healthcare device websites into one
Five separate websites merged into one WordPress site without losing organic visibility, with 60% more traffic and 130% more conversions.
- 60%
- more traffic to the main site
- 130%
- higher overall conversion rate
- 5→1
- websites consolidated
The challenge
A healthcare device manufacturer ran five separate websites. Each had built its own search visibility, and several ranked near the top for competitive product terms. But authority was split five ways, the brand experience was inconsistent, and the secondary sites converted poorly.
Merging them risked losing years of rankings and links, and the large e-commerce catalog meant hundreds of URLs to map.
The approach
Migration planning. A full crawl of all five domains to inventory URLs, inbound links and ranking pages, then a redirect map that prioritized high-authority and high-converting pages, with 301s passing equity to the most relevant destination.
Information architecture. A scalable category hierarchy for the full catalog, descriptive URLs, breadcrumbs and structured internal linking. Overlapping product pages from different sites were merged into single authoritative pages with clinical terminology and full specifications.
Schema. Product, breadcrumb and Organization markup, plus structured FAQ content on key landing pages.
Brand and UX. One design system, standardized templates and calls to action, trust signals such as certifications and compliance information, and a simpler purchase and inquiry flow.
Technical SEO. Legacy crawl issues resolved, sitemaps consolidated, Core Web Vitals improved with a focus on catalog images, and canonical tags to prevent duplication.
The results
- Traffic to the main site up 60% after consolidation
- Overall conversion rate up 130%
- Rankings improved for primary commercial terms as authority consolidated onto one domain
- Lower bounce rates and better session quality as users reached one credible destination
What we learned
Migration risk is manageable with thorough URL mapping, clean redirects and close Search Console monitoring. Fragmented traffic is not the same as effective traffic. And getting e-commerce architecture right before launch is far cheaper than fixing it after. Read more about technical SEO and migrations.