Protecting search authority during a luxury website migration

Reduced migration risk
30% increase in organic impressions
Search authority preserved post-launch

David Harber needed a new website that reflected their craft while preserving search visibility. With MGX’s guidance, the migration not only protected their strong SEO performance but also delivered record leads and the beginning of a long-term partnership.

About the Client

For over 30 years, David Harber has been crafting luxury outdoor sculptures, sundials and water features from his Oxfordshire workshop. Every piece is handmade and often bespoke, inspired by natural forms and designed to transform both private gardens and public spaces worldwide.

The brand’s reputation has been built on creativity, craftsmanship and environmental responsibility, attracting ultra-high-net-worth individuals, estate owners and designers around the globe. Their works carry both classical and contemporary appeal, and their website needed to match this standing.

Challenges

David Harber’s website had long been managed through a bespoke build by a trusted developer. While it had performed strongly in search, the look and feel no longer conveyed luxury, and the outdated design risked underselling the sculptures.

Functionality was also limiting. The marketing team struggled to update images and add new content with ease, which in turn slowed campaigns and visibility. As orders began to dip, it became clear that the site needed a new platform.

The single greatest concern was safeguarding SEO performance. The site had built a strong organic reputation, and any loss of visibility during migration would directly affect leads from the brand’s high-value audience.

Our Approach

MGX Digital was brought in to guide the migration process from the outset, advising on technology, SEO and content. After careful consideration, WordPress was chosen as the new platform, giving the David Harber team the independence to manage and grow the site long-term.

Working alongside developers, MGX Digital ensured that SEO fundamentals were baked into the new build. Top-performing pages and keywords were protected, content was migrated with minimal changes, and URL structures were preserved wherever possible. Category pages were enhanced with product excerpts and introductory text to strengthen relevance, and image optimisation guidelines were provided for ongoing use.

Redirects were meticulously mapped to safeguard equity, and the staging site was thoroughly audited for technical issues before launch. MGX Digital also advised on the international set-up, ensuring the new site supported the brand’s global reach.

The process was highly collaborative, involving the marketing and design teams closely. What began as a migration project became the foundation of an ongoing partnership, with MGX Digital now supporting David Harber on a retainer basis.

Results

Six months after launch, the impact was clear:

Website leads reached their highest level on record.
Impressions increased by 30% and clicks rose by 5% compared with the previous year.
Rankings and authority were successfully preserved during migration, with growth building steadily beyond launch.

Beyond the numbers, the new site offered a smoother user experience, more brochure downloads, and a digital presence aligned with the prestige of David Harber’s work. The migration not only safeguarded business continuity but also created a trusted relationship that continues to evolve.