How we rebuilt visibility and traffic after a website migration for a client in the aesthetic medicine industry?

Our client is a specialized clinic operating in the Polish aesthetic medicine market, offering advanced diagnostics and treatment for scalp and skin conditions. The clinic’s website runs on the WordPress platform and serves patients in multiple cities across the country.

See how we successfully rebuilt visibility after a website migration.

At the end of May 2024, the client carried out a website migration that involved changes to the site structure and content reorganization. Unfortunately, the process introduced several issues that led to a sharp drop in search visibility and a significant loss of organic traffic. The most critical problems included:

• Missing content that wasn’t migrated properly
• Lack of keyword differentiation for specific cities, which limited local reach
• Numerous 404 errors
• Improper heading structure and content misaligned with local search intent

The top priority was to restore organic visibility and traffic to pre-migration levels while also improving conversion rates. An additional goal was to organize the site structure to better target patients in specific cities.

We began with a post-migration SEO audit to identify key issues. We analyzed 404 errors and determined which keywords and pages had stopped generating traffic. We located missing redirects and content gaps.

Based on our findings, we began rebuilding missing content that hadn’t been transferred correctly. Each service was differentiated and optimized for a specific city. In parallel, we restructured headings and improved internal linking to help Google understand the site’s hierarchy. We fixed 404 errors, regaining lost domain authority.

User experience was also a focus — we enhanced CTAs and provided UX recommendations to improve the conversion journey.

Over the following months, we continuously monitored results and adjusted strategies based on changes in traffic and keyword positions. Each month brought content updates, technical optimizations, and new content efforts.

Recovering visibility after a problematic migration required fast diagnosis and consistent corrective action. The strong increase in both impressions and actual visits highlights the importance of not only improving rankings but also optimizing conversions and reaching the right audience.

After the May 2024 migration, the domain’s visibility nearly halved. However, within a few months of implementing improvements, the site rebounded, and in the next quarter it surpassed pre-migration performance.

Comparing March 2024 (pre-migration) to March 2025:

• Search impressions increased from 123.3k to 182k (+47%)
• Clicks from Google grew from 2.8k to 4k (+40%)
• Conversions (booked appointments across all locations) rose from 768 to 1,100 (+38%)

Thanks to a comprehensive SEO audit, content recovery and optimization, and the elimination of technical issues, we not only restored but significantly improved visibility and organic traffic compared to the pre-migration period. This collaboration demonstrated that even a serious crisis can be turned into long-term growth — provided there is quick action and consistent optimization. 🚀