Problem · Startups
We rebranded and the leads stopped.
The new name is better. The new site is prettier. And inbound dropped to a trickle, because the old name had two years of search presence and the new one has a logo. A rebrand is only finished when the pipeline runs under the new name, and most rebrands stop at the launch announcement.
How people search thisrebrand lost seo traffic · company rename leads dropped · how to rebrand without losing pipeline · new brand name no search presence · post rebrand marketing plan
Amplification at $10,000 a month with a 12 month term includes the site rebuild under the new name plus the content, campaigns, and the calls and emails that put a pipeline behind it. Pricing is published.
What the rebrand actually removed
Every page the old name ranked for, unless it was redirected one to one. Every third party mention, review, and directory listing, which now point at a name that no longer exists. Every prospect mid consideration who searched the old name and found nothing. And the muscle memory of the referral network. The new site launched with none of that, and a launch post on LinkedIn does not replace it.
Run the rebrand as a pipeline build, not a design project
One to one redirects from every old URL to its new equivalent, before launch. The new site rewritten around the buyer's question, not the new positioning statement: one page per question, schema on every page, a one field request form. Directory listings, reviews, and profiles updated under the new name in the first two weeks. A search campaign live at launch so the new name has demand while organic catches up. Outbound sequences that explain the name change in one line and move on. A new domain has no authority, so it wins the specific queries nobody has written a page for before it wins the head term; for one new healthcare software company that meant page one for procedure code searches inside ninety days.
The timeline that works
Month one: naming, positioning, site architecture, redirect map, and the catalog of pages built before launch, not after. Month two: rebuilt site live under the new name with a one field request form, redirects in place, a search campaign running. Month three: first organic clicks under the new name as the specific pages land on page one. Months four through eight: the reference library indexed, outbound running, organic becoming the majority lead source. Launch with the pages built, release them in waves, and the new name has search presence in a quarter instead of a year.
Questions on this problem
No. Map every old URL to a new one this week. Search engines reassign authority through redirects for months after a move, and every day without them loses more.
One line on the about page and in outbound: formerly known as. It catches the prospects and the search traffic still using it, without diluting the new name.
Paid gives it demand at launch. Organic under a new domain shows in weeks when the specific pages are live at launch, and becomes the majority source over two to three quarters.
George Stoff, Founder and Lead Engineer
Full-stack engineer with more than 30 years building the systems companies sell through. He built the method Isovertic runs on and stays on every account as the standards owner and the escalation path. When search algorithms shift or a compliance question comes up, you get his engineering judgment. Day-to-day execution runs on the team he trained.
LinkedInKristen Coughlin, Chief Operating Officer
Trained molecular biologist. Ten years selling translational research products, then institutional operations at the Yale School of Medicine. She documented George's method, trained the team on it, and built the operation so the same system runs the same way on every account.
LinkedIn