The old site had grown to forty pages with no structure, three of which carried nearly all the traffic. The rest were duplicates competing with each other.
Approach
We consolidated first, then rebuilt. Fourteen pages survived, each mapped to a question buyers ask, with redirects from everything we retired.
Result
Fewer pages, faster pages, and enquiries that arrive already knowing what the company does.
Why consolidating beats adding pages
A forty-page site where three pages carry the traffic is not a site with thirty-seven underperforming pages. It is a site where thirty-seven pages are competing with each other and diluting the signal. Adding a thirty-eighth rarely helps.
Consolidation works because search engines want one clear answer per question, not five partial ones. Retiring a page and redirecting it passes what it earned to the page that survives. The risk is doing it carelessly: redirects that point nowhere, or a rebuild that quietly drops the pages that were actually working.
The mapping exercise behind this, deciding which question each page answers, is the same one that starts every engagement in our search and content work. We also wrote up how the internal linking side of that works in our guide to what internal links actually do for rankings.
