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
Kinetic at $10,000 a month with a 12 month term includes the site rebuild under the new name plus the content, campaigns, and outbound seat that put a pipeline behind it. One client came through a rebrand to 5.8x the demo requests in eight months. 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. For one concussion software company, that sequence produced two of every three demo requests from organic search within eight months of the new name.
The timeline that works
Month one: naming, positioning, site architecture, redirect map. Month two: rebuilt site live with the reference library and the demo form. Month three: specialty campaigns live, impressions 2x the prior baseline. Month four: library indexed, impressions 3x. Month five: demo requests cross 5x the prior monthly average and hold. That is the actual timeline from the case study, and it started from a product with a different name and no search presence.
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 the new name showed by month three and was the majority source by month eight in the case above.
George Stoff, Founder and Lead Engineer
Thirty years building software, brands, and demand. On every account.