Lost Rankings After a Redesign?
See how CASA preserved SEO value and drove new growth for this Canadian brush manufacturer — by combining smart design with technical precision.
- 2,373+ Total Leads
- Apr 2023 - May 2026
Brosses Lacasse
50+ Years in Manufacturing
-22%
Bounce Rate
+41%
Organic Visibility
18→56
Indexed Pages
+35%
Time on Page
About Brosses Lacasse
Brosses Lacasse is one of Canada’s most established industrial brush manufacturers. For over 50 years, they’ve built high-performance solutions for industries like food processing, transportation, agriculture, and manufacturing.
But by 2025, their online presence told a different story. They had recently invested in a redesign from another agency — one that promised modern visuals and better functionality. What they got instead was a generic, uninspired layout with weak performance, no SEO strategy, and user experience that confused more than it converted.
The result? An underwhelming site that didn’t reflect their capabilities, and worse — one that risked losing their hard-earned search rankings.
The Problem: Design Without Strategy
When Brosses Lacasse came to CASA Media House, they weren't just looking for a new website. They needed a partner who could understand their technical product lines and niche verticals, preserve their existing SEO performance and rankings, and rebuild their website in a way that converted industry professionals and supported long-term growth.
Key Pain Points
The Real Risk
They weren't just at risk of stagnation — they were slipping in rankings and user trust.
We began with a full diagnostic review of their previous agency's work — and uncovered the following core problems.
A Redesign Strategy Built for SEO
We didn’t jump straight into visuals. We started with what matters: strategy.
1 SEO Audit + Opportunity Analysis
We conducted a deep SEO assessment of existing indexed pages, backlinks, and keyword performance. We reviewed URL structure and metadata gaps, technical crawl issues and Core Web Vitals, and market search trends across their product categories and industries. From this, we identified existing rankings worth preserving (e.g., food-grade brushes, rotary brushes for transport), new content opportunities by industry and brush type, and weak competitors in the space that could be outranked with smarter structure.
2 Strategic Architecture & Content Mapping
We brought in our design team to create a modern, clean visual identity — without losing the technical credibility their buyers needed. UX goals included simplified navigation for technical users, mobile responsiveness and performance-first layout, clear CTAs for quote requests and contact, real photography and project visuals to replace outdated stock images, and scannable content blocks for specs, industries, and product options. This wasn’t just about looking better — it was about functioning like a site built for B2B lead generation.
1 Custom UX & Visual Redesign
To win in search — and serve users — we restructured the site with intent-based architecture. The new structure included Product Category Pages (Strip Brushes, Rotary Brushes, Custom Brushes), Industry Vertical Pages (Food Processing, Transit, Agricultural), Service Pages (OEM design, Refurbishment, Custom Cutting), Resource Content (Tech specs, documentation, usage guides, FAQs), and Trust Pages (About, Certifications, Project Spotlights, Contact). Each section was mapped with clear keyword targets, conversion goals, and content depth to support industrial buyers.
2 Web Development & Technical SEO Integration
Our dev team rebuilt the site using a custom WordPress CMS with scalable blocks for growth. We focused on 301 redirect mapping from old pages to new URLs, metadata preservation and optimization, Core Web Vitals compliance for speed, accessibility, and mobile, structured data (schema) to improve SERP appearance, and optimized media plus clean codebase for fast loading. The result: a site that loaded faster, ranked better, and finally worked as a sales engine.
Before & After: The Website Redesign
Drag the slider to see how we transformed a generic, underperforming site into a modern, SEO-optimized industrial B2B experience.
Before: Generic & Underperforming
Template-based layout with no brand identity
Cluttered navigation confusing B2B buyers
No product differentiation or technical specs
Poor mobile responsiveness and slow load times
Missing SEO metadata and broken URL structure
After: Strategic & Conversion-Focused
Custom design reflecting industrial brand authority
Intent-based navigation for technical buyers
Industry-specific pages with detailed product specs
Performance-first: fast, responsive, Core Web Vitals optimized
Full SEO integration: schema, redirects, metadata, clean URLs
The Results: Performance Meets Precision
Since launch, Brosses Lacasse has seen measurable improvement across every critical metric.
These results weren't from a “pretty site.” They came from aligning content, design, UX, and SEO around how industrial buyers search and evaluate.
Key Pages of the New Design
We didn’t jump straight into visuals. We started with what matters: strategy.
Homepage
Your digital front door — first impressions that convert
Technical SEO Breakdown
The redesign wasn't just visual — it was a complete technical overhaul. Here's what changed under the hood.
Client Success: The Brosses Lacasse Experience
“We felt like we wasted money with our previous agency. CASA actually listened — and delivered a site that's not only easier to use, but already bringing us more leads. It finally reflects who we are.”
Why It Worked
Brosses Lacasse didn't just need a new website. They needed clarity, content, and conversion.
CASA Media House delivered a complete SEO-preserving redesign, UX aligned with technical buyers, deep content for industries and product types, and a scalable platform for future marketing and SEO growth.
Looking to Rescue Your SEO After a Redesign?
If your last agency missed the mark — or you’re stuck with a site that doesn’t rank or convert — CASA Media House can help. Let’s rebuild your site for how industrial buyers actually search, evaluate, and request quotes.
- No obligation — just insights
- SEO-preserving redesign strategy
- UX aligned with technical buyers
- Dedicated onboarding support
Common Questions
How did CASA preserve existing SEO rankings during the redesign?
We started with a comprehensive SEO audit to identify all existing indexed pages, backlinks, and keyword rankings. We then created detailed 301 redirect mapping from old URLs to new URLs, preserved and optimized metadata, and implemented structured data schema markup to maintain and improve SERP appearance throughout the transition.
What was the biggest challenge with the previous agency's work?
The previous agency delivered a generic redesign with no SEO strategy, no 301 redirects, lost metadata, poor page structure, and confusing navigation that failed to serve B2B industrial buyers. The site looked modern but functionally regressed in search visibility and user experience.
How long did it take to see measurable results?
Brosses Lacasse saw a 41% increase in organic search visibility within 90 days of launch. The bounce rate decreased by 22%, average time on page increased by 35%, and indexed pages grew from 18 to 56 — all within the first three months.
Can this approach work for other industrial B2B companies?
Yes. The combination of SEO-preserving redesign, intent-based content architecture, and UX tailored for technical buyers has proven effective across manufacturing, industrial equipment, and B2B service industries. Every campaign is customized to the specific product categories and buyer behavior.