Internal case study · 2026 rebuild
Rebuilding Prismo's website into a credible growth platform
This case study documents Prismo's own website: the starting condition, the decisions made, the controls added, and the system that was built. Post-launch search and conversion measures will be added after a meaningful baseline period.
The starting point
A website that no longer represented the business
The live homepage had been reduced to an under-construction placeholder, while the service and article URLs associated with the older site were unavailable. The local codebase contained years-old copy, overlapping topics, broken destinations, obsolete analytics, and a page-by-page structure that made consistent maintenance difficult.
That combination created two separate problems. Search engines had little useful production content to discover, and prospective clients could not evaluate Prismo's thinking, services, process, or fit. Restoring the old pages unchanged would have restored the same strategic weaknesses.
The rebuild brief
The new platform needed to do more than look current. It needed to help an established organization understand what Prismo does, decide whether the operating model fits, verify the thinking behind the work, and begin a useful conversation without navigating exaggerated claims.
- Replace the placeholder with a complete, crawlable website.
- Consolidate fragmented legacy topics into a clear service architecture.
- Build a reusable interface rather than another collection of disconnected pages.
- Make accessibility, performance, security, and SEO launch requirements part of the foundation.
- Qualify complex inquiries while keeping the contact experience respectful.
- Separate verified work from representative scopes and future ambitions.
What changed
One system, four connected layers
The strategy, content, interface, and technical migration were treated as one product rather than independent deliverables.
1. Positioning and architecture
Services were organized around decisions larger organizations actually make: strategy and UX, design and development, SEO and content growth, and managed website operations. Work, insights, approach, and company information support those commercial pages without duplicating them.
2. Evidence-led content
Commercial claims were tied to evidence, defined process, or a measurable next step. The work library distinguishes completed implementation from representative scopes and adds outcomes only with source and timeframe context.
3. Reusable interface
A shared PHP shell now controls metadata, navigation, structured data, global calls to action, and the footer. Reusable layout patterns create consistency while allowing each page to keep a clear information hierarchy.
4. Migration and measurement
Clean routes, canonical metadata, a deliberate redirect plan, crawlable internal links, sitemap controls, and modern lead events create the basis for measuring recovery. Search Console, analytics, and qualified pipeline—not raw visits alone—will determine effectiveness.
Decision record
What the team chose not to do
Constraints are often more revealing than a feature list. The rebuild intentionally avoids several shortcuts that would weaken trust or create migration risk:
- Publish only permissioned evidence with a clear source, timeframe, and project context.
- Create location content only where real presence or distinct evidence makes the page useful.
- Map retired URLs to the closest relevant successor and preserve a real error when none exists.
- Treat rankings, availability, and security as managed risks with defined controls—not absolute outcomes.
- No hiding critical service information behind motion, images, or client-side scripts.
How success will be evaluated
The rebuild itself is the deliverable documented here; business outcomes require time and clean post-launch data. The measurement plan establishes a baseline and then tracks:
- Indexation and crawl health for canonical service, work, and insight pages.
- Non-branded search visibility by topic cluster and landing page.
- Engagement with service pages, case studies, guides, and project forms.
- Generated, qualified, working, and closed leads connected to their landing source.
- Lead quality, sales pipeline, and revenue—not traffic volume in isolation.
Planning a rebuild?
Use the same evidence standard on your project.
Start with the business case, the current platform, the migration risk, and the outcomes your team can actually measure.