A Racing Legacy at a Digital Crossroad
“We recently used MGX for our SEO optimization and I can’t recommend the company enough. Margaux and Kat were a pleasure to deal with and, more importantly, the results have been great – we’re now appearing on the first page of Google for all our main search terms.” — On Site Motorsports
For 25 years, On Site Events built an impressive reputation as one of the UK’s largest hotel suppliers for prestigious Le Mans racing events. With official Approved Dealer status for both the Le Mans 24 Hours and Le Mans Classic, they were a trusted name in motorsport travel.
When passionate motorsport enthusiasts Liam Robb and Richard Webb acquired the company in January 2024, they faced a critical challenge: rebranding to On Site Motorsports while preserving the digital visibility their business depended on.
The Challenge: Preserving Digital Value During Change
The new owners inherited a digital presence with mixed blessings. While successful in search rankings, the website had accumulated two decades of technical debt – an outdated custom-built site with piecemeal content additions creating a disjointed user experience.
The name change presented a serious risk: losing the search visibility and brand recognition built over years. Customers searching for “On Site Events” might never find the rebranded business.
The stakes couldn’t have been higher. A poorly executed domain migration could erase their digital footprint overnight, potentially devastating their 2025 sales forecast.
Our Approach: Balancing Technical Needs with Business Goals
Rather than applying an off-the-shelf migration template, we built a collaborative partnership that balanced technical SEO requirements with the practical needs of a small, specialised team in transition.
We began by mapping the digital landscape through:
- Comprehensive keyword research to identify what was driving qualified traffic
- Competitor benchmarking to understand the motorsport travel market
- A strategic migration plan preserving ranking strength while embracing the new brand identity
Working alongside Six Honest, who managed the website rebuild, we provided clear technical guidance that translated complex SEO requirements into actionable tasks:
- Creating detailed redirect mapping to seamlessly transition visitors from old URLs to new
- Thoroughly crawling the staging site to catch and resolve issues before launch
- Carefully crafting title tags incorporating the new brand name while preserving key ranking signals
- Protecting high-performing content pages from being removed or fragmented
Throughout the five-month project, we maintained open communication with all stakeholders. Regular online meetings allowed us to explain technical recommendations in accessible language, finding the right balance between the desire for content reorganisation and the need to preserve valuable existing assets.
Results: Preserving Digital Value While Embracing Change
The carefully orchestrated domain migration allowed On Site Motorsports to successfully transition to their new brand identity without suffering the catastrophic traffic and ranking losses that often accompany such changes.
Despite some unavoidable performance fluctuations during the transition, due to content restructuring, the business maintained essential visibility when it mattered most.
Recognising opportunities for further improvement, we followed with a content project in 2025 that successfully strengthened their rankings. Today, On Site Motorsports enjoys first-page Google visibility for their primary search terms – essential positioning in the competitive motorsport travel market.
Beyond metrics, our partnership delivered peace of mind during a significant business transformation. The new owners could focus on developing their vision for the company’s future, confident that their digital foundation remained solid throughout.
Navigate Your Digital Transition Without Sacrificing Visibility
Domain migrations and rebrands carry significant risks that can undermine years of SEO investment. Our technical migration expertise and collaborative approach ensure your business visibility remains protected through periods of necessary transformation.