This project had two jobs running at once. Build a B2B export business a website that international buyers would take seriously, and move the whole thing to a new brand and a new domain without breaking what already existed.
The second job is the one worth reading about, because it is where most businesses lose ground without ever understanding why.
The migration: Prime Fruits to Imperial Fruits
A rebrand that changes the domain is the highest risk routine event a website goes through. Everything a search engine knows about you is attached to the old address. Handled carelessly, the new site launches and the traffic simply does not follow it, and the drop is usually blamed on the design.
The move went live with roughly thirty minutes of downtime. That number is the product of planning rather than luck.
- A complete URL map before anything moved. Every old address written down against its new destination, agreed in advance rather than discovered on launch day.
- Page level redirects. Each old URL points at its actual replacement. Redirecting everything to the homepage is the single most common migration mistake, and search engines read it as the old page having been deleted.
- Content and structure moved intact, including internal links, so the new site did not launch full of links pointing back at a domain that no longer served them.
- Search Console handled properly, with a change of address, a fresh sitemap and index coverage watched in the weeks after the switch rather than only on the day.
- A rollback plan, so a bad launch would have been reversible instead of permanent.
The site itself
B2B export sells on credibility before it sells on product. A buyer sourcing from another country is weighing risk: whether the supplier is real, whether they can handle volume, whether anything will actually arrive. The website is the first evidence they have, and a thin site undermines a serious business.
So the build was structured around the questions a buyer asks in order, rather than around the pages a template happens to provide: what is supplied, in what grades and volumes, how it is handled and shipped, and who to talk to. Enquiry routes are visible from every section, because a B2B site has one job and it is not to be admired.
Underneath it is the same foundation as every build I do: a custom lightweight theme, clean URL structure, correct canonical tags, an XML sitemap, and Core Web Vitals handled during the build rather than patched afterwards.
What I am not claiming
No traffic, ranking, enquiry or revenue figures, because it is too early for any of them to mean anything. The blog has not been published into yet, and a site without content is not yet doing the work that produces those numbers.
Presenting early numbers from a project this young would be easy and would tell you nothing. The honest summary is that the architecture and the migration were done properly, and that the growth phase has not started. When there is something real to report, it will appear here.
If you are about to move or rebrand
The work that protects a migration happens before launch day, and it is mostly unglamorous list making. If a move or redesign is already in your plan, it belongs in the scope from the start, which is how it is handled in WordPress development and technical SEO.
If a move already happened and your traffic fell afterwards, that is a diagnosis rather than a rebuild. Start with the SEO audit and 90-day roadmap, because the cause is usually specific, findable and fixable.