John Lewis Finance maintains traffic during migration
In summary
John Lewis Finance consolidated multiple websites into a single platform.
We provided technical SEO expertise and migration support throughout the 18-month project.
The migration was completed with no loss in natural search traffic, protecting commercial performance and enabling future growth.
Challenge
John Lewis Finance undertook a highly complex digital transformation project to bring multiple websites under one unified platform.
The migration involved hundreds of pages, extensive URL redirects, and the need to preserve existing search visibility and commercial performance throughout the transition.
Approach
Having partnered with Fresh Egg for several years, John Lewis Finance selected the team to support the migration with technical SEO expertise and strategic guidance. Fresh Egg created a detailed developer handbook covering URL structures, sitemaps, meta tags, and redirect requirements.
The team also managed extensive URL mapping to ensure all legacy pages redirected correctly to the new website, while providing hands-on support throughout the process.
Outcome
The migration to the new site was completed successfully without any loss in natural search traffic.
The new unified platform not only protected existing commercial performance, but also created a stronger foundation for future digital growth, improved linking strategies, and enhanced search visibility.
Zero-loss website migration
Maintained natural search traffic throughout a complex platform migration.
Technical SEO expertise applied
Managed redirects, URL mapping and SEO requirements across the new site.
Future growth enabled
Created a stronger foundation for search visibility and digital performance.
Adam Taylor
Web Manager
John Lewis Finance
