Lancaster Safety Consulting

Lancaster's customers don't all arrive looking for the same thing. Some want OSHA training. Others need safety consulting, written programmes, webinars, resources or the safety management platform.

We restructured the site around those distinct needs, building clearer routes through each core service and a more obvious next step at the end of every one.

The restructure did a second job. Paid search campaigns gained destinations that actually match the query, so the intent behind a search meets the right content and the right conversion opportunity on the other side of the click.

Training is a significant part of what Lancaster sells, and managing course pages one by one was never going to scale.

Course data now lives in HubDB: details, imagery and related information held in one place and surfaced wherever it's needed across the site.

Lancaster's team maintains a large and growing catalogue by editing a single source, rather than chasing dozens of separate pages.

A migration is rarely just about moving what's visible on screen.

Lancaster’s old site held more than 2,000 legacy URLs, client pages, company pages and written programme pages, accumulated over years of trading. Deleting them or redirecting them wholesale would have thrown away useful content and broken journeys people still use.

We worked through the structure page by page, deciding what to preserve, what to retire and where a redirect was needed. We put those redirects in place, then found and fixed the 404s.

The same pass covered forms, downloadable resources, navigation, staging and production environments, DNS and SSL.

Lancaster had paid campaigns running throughout the migration. A broken landing page on launch day would not have been a bug to fix next week. It would have been ad spend going nowhere.

The business runs on Google Ads, Salesforce, HubSpot, CallRail and Power BI, so we integrated the website into that stack: forms submitting correctly, CallRail's dynamic number tracking working against hard-coded phone numbers, and campaign and ad group data flowing through to Salesforce and HubSpot.

Then we tested it repeatedly: landing pages, forms, redirects, tracking and phone numbers, during the migration rather than after it. Paid traffic had to land on live, relevant pages, not redirect chains.

Someone clicking a paid ad now reaches more than a better page. The whole path, from search to landing page to enquiry to CRM, runs on a foundation that holds.