I led one of the largest rebrand and migration projects in the hosting industry: successfully transitioning A2 Hosting into hosting.com. This project required cross-functional leadership across development, SEO, CRO, and content teams to deliver a seamless migration while protecting rankings, traffic, and revenue.
The client
A2 Hosting is a globally recognised web hosting company, known for high-performance solutions. In 2025, it became part of the hosting.com brand family, a new unified global hosting platform.
The challenge
Merging a major global brand into hosting.com meant:
- Migrating 350+ pages into a brand-new CMS.
- Preserving SEO equity from one of the strongest hosting brands in the market.
- Aligning content and tone with hosting.com’s new positioning.
- Managing competing developer priorities across multiple brands and markets.
- Delivering on a strict deadline to align with hosting.com’s April 2025 launch.
The objective
To deliver a full migration of the A2 Hosting website into hosting.com while:
- Maintaining SEO rankings and traffic.
- Streamlining site architecture to reduce cannibalisation and improve UX.
- Building scalable content structures ready for global roll-out.
- Protecting and optimising revenue from high-performing pages.
My approach
I owned the strategy and execution for the migration, balancing technical, SEO, and commercial needs.
Key activities included:
- SEO strategy & redirect mapping
- Audited 350+ A2 Hosting URLs.
- Created detailed 301/302 redirect maps to preserve authority and rankings.
- Prioritised keeping only high-performing TLD and product pages, cutting redundant or thin content.
- Content alignment
- Rewrote content to match hosting.com’s modern tone of voice.
- Removed outdated product messaging and restructured copy for conversions.
- Built scalable page templates for TLDs, hosting platforms, and product variations.
- Technical execution
- Coordinated across developers, product, and design to implement site architecture.
- Ensured schema, hreflang, and internal linking were set up for SEO efficiency.
- Oversaw CMS population, including meta titles, H1s, and keyword mapping.
- Performance & CRO focus
- Introduced structured navigation and clearer conversion paths.
- Used CRO insights to redesign ribbons, CTAs, and pricing tables for maximum ROI.
The results
🚀 Seamless migration of A2 Hosting into hosting.com’s infrastructure.
📈 SEO equity preserved, maintained steady clicks even with a domain and architecture change.
🛠️ Streamlined site architecture that eliminated duplicate/low-value pages to focus on EEAT.
💡 Conversion-ready templates rolled out globally for hosting.com’s phase two migrations.
✅ Outcome: The A2 Hosting migration set the standard for all future hosting.com migrations, proving that large-scale brand transitions can protect SEO performance while improving UX and conversion potential.