A remodeler’s rebuild that kept every old URL working.
The problem
HouseCraft is a Waltham contractor doing kitchens, baths, basements, additions, new homes and iron work. Their agency-built WordPress theme led with stock photos and stat counters like “897+ projects” instead of their own jobs, and said little about the towns they actually work in.
Moving off it carried real risk. Years of old pages and blog posts were still getting search traffic, and an outside vendor runs their Google Ads through the existing analytics property. A clean rebuild that broke either of those would cost them leads on day one.
What I built
A migration with nothing left dangling
Every old URL was listed from the live site and from archived copies of it: 131 in all. Each one now loads, redirects in a single hop, or is marked as gone on purpose, and all of them were checked on the live domain at launch.
Their ad tracking kept running
The Google Ads vendor’s analytics property stays on every page, with a second property added beside it. Calls and estimate requests are tracked in both, and both were confirmed live after the switch.
A page for every service in every town
11 town pages and 66 service-in-town pages, each built on that town’s energy-code and permit rules from official sources. An automated check fails the build if pages read too much alike.
Finished homes first, real photos only
The site opens on finished houses, and every trade has its own grid of real job photos with a full-screen viewer. The 10 old blog posts were imported and cleaned up at their original addresses.
Leads straight to the owner, bots filtered out
Each request reaches the owner as a branded email with call, text and email buttons. Bots are filtered out quietly, in a way that can’t trip up a password manager’s autofill.
What shipped
