Giving your site a new look can help boost traffic and user engagement. It's also a good time to optimize the site's HTML. The importance of on-page SEO is often overlooked in favor of link building so I wanted to look at an example where it made a big difference.
Years ago I had developed a website which was a customized CMS system for a local SMB. They're in the B2B (business to business) space meaning they don't provide products and services to a large market. Their expectations for traffic weren't very high as they have a very specific focus.
They came back to me at a later point asking for some enhancements to their site and we both agreed the site's design could use a major update. It had been a few years and web trends had significantly changed.
After more than two years I took a look at the results and we're both quite happy with them.
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