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I-Finity’s Seamless Website Redevelopment & SEO Migration with Edge45

Website
Umbraco

 

When it came to our own website redevelopment and redesign, we held ourselves to the same high standards we bring to our customer projects – in-depth strategic planning, seamless execution, and measurable KPIs. Using our own in-house software development specialists, we built a new website on  the current version of Umbraco, with custom code and design for performance, scalability and searchability.

 

Website Goals


It was time for I-Finity’s current website to undergo a website redesign and redevelopment project, Edge45® has been I-Finity’s SEO partner over a number of years, working collaboratively across shared customers. 


Goals for the website development and SEO Migration project:

 

 

I-Finity’s new design, site structure and content plan were assessed from a UI/UX perspective, technical perspective and for optimising for search. Key decisions were reached for the new site utilising:

 


What is website redevelopment and SEO migration?


Website redevelopment is the process of updating, rebuilding, redesigning or a combination of all with your current website. A website migration project can involve:

 

 

Our Own Website Redevelopment & SEO Migration: How We Did It


1: Built a new version of our website on current version of Umbraco CMS


Once we had designs, functionality and page structures defined we commenced the build of the new website. The focus for the redesign was to simplify and provide consistency across the website, our brand also went through a rebranding process. Accessibility was central to both design and development to ensure the new website was fully compliant with current WCAG standards.

 

2: Content, UX, & Accessibility 


Collaborating and planning with Edge45®, we reviewed every stage of the user journey and content structure to identify areas for improvement. The focus was on site navigation, URL hierarchy, cross promotion of relevant content and introducing new sections of content to the site. 

 

3: Protecting and Strengthening SEO


Edge45® helped us to maintain our SEO equity during the migration. Together, we mapped every URL, preserved critical metadata, and ensured a clean transition with no loss of search visibility. Their support meant we were set up for success which protected our search performance.

 

4: Event-Based Analytics with GA4


We built our GA4 setup with Edge45® around key website behaviours – from user engagement to conversion tracking. Defining website metrics and tracking them enables us to measure what’s working, and allows for continuous optimisation across the website. 

 

Challenges for website migration projects

 

Our website SEO migration project was successful because:


1: Pre-Migration Audit: Our collaboration with Edge45® included a full technical and SEO audit to benchmark performance, identify content gaps, and shape our redirect strategy.


2. URL Mapping & Redirection: A detailed 301 redirect map from Edge45® preserved search equity and eliminated crawl errors post-launch.

3. Umbraco Rebuild: We rebuilt the website on current version of Umbraco CMS to support modular content layouts, content editor flexibility with page templates and structures. 

4. Content & Asset Migration: All digital content, including documents, case studies, and imagery, was transferred in a structured, traceable process.

5. SEO-First Delivery: Edge45® supported us with keyword targeting, metadata alignment, and on-page optimisation at every step.

6. Staging & QA Testing: We tested functionality, design, and performance across different device sizes and modern browsers to ensure a flawless user experience.

7.    Analytics Continuity: We transitioned all tracking to GA4, including events and goal conversions, ensuring data continuity pre- and post-launch.

Results That Speak for Themselves


By the time we had completed our website migration, we had accomplished our key objectives:

1. Launched a Fully Accessible Website: Ensuring uninterrupted service for users and no disruption to business operations.

2. Improved Core Web Vitals: Enabling faster load times, improved performance across devices, and stronger search signals for Google.

3. Maintained SEO Visibility: Rankings remained stable post-launch thanks to support from Edge45®, laying the groundwork for future optimisation.

4. Greater Internal Content Control: Empowering content editors to update content efficiently, easily, and independently of developers.

Delivering a website redevelopment and SEO migration for our own site allowed us to step into our customers’ shoes and reaffirm our belief in the importance of planning, testing, and expert SEO input.

Mandy Huntington
Chief Commercial Officer, I-Finity

Post-Launch: What are we doing now?


I-Finity and Edge45 continue to monitor and refine the website’s performance through ongoing analysis and SEO tuning, reinforcing the message that website enhancements and search optimisation are never complete. You need continuous refinement to stay relevant and optimised.

Because of this, post-launch, we continue to:

This project reinforces our belief that successful website projects don’t end once they're launched. They require continuous tracking, nurturing, and ongoing optimisation. 

 

Ready to Take Control of Your Website Migration?


Our development and migration processes demonstrate how we help customers move, update CMS platforms securely, without compromising on performance, data integrity or user experience.


Whether you're preparing to switch Content Management Systems (CMS), move your hosting to Azure, or preserve your analytics setup, our in-house capabilities and proven partner model means you're in safe hands.


Get in touch to talk about website development and migration projects that run smoothly and deliver lasting results.

 

Start planning your website migration today