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Diet vs Disease's website was doing real business work before we touched it — SEO traffic, paid ad traffic, and a blog-driven funnel feeding personalized dietitian programs. But that's exactly why a redesign was risky. Any drop in rankings, any broken tracking, any change that spooked returning visitors would hit lead volume directly.
Add to that a strong brand built by another agency — already applied to social and messaging, but never to the site — and the job wasn't creative in the usual sense. It was about applying someone else's good work at a level that matched it, while keeping the business running underneath.
Key problems:
SEO and paid ad traffic both routed through the site, so any migration error would translate directly into lost leads and wasted ad spend
The brand was already built to a senior standard by a previous agency — extending it without weakening it required senior design expertise and creativity
The existing site ran on Elementor with no proper design system, which couldn't support the visual quality or the technical requirements the brand needed
Google Tag Manager had accumulated 60–80 tags across years and multiple properties, many deprecated but still firing, slowing the site and obscuring what traffic was actually doing
The whole project ran on one rule: don't break what's working. That meant rebuilding in slices, not swaps — we'd design and build one part of the site, ship it, check the traffic and tracking, then move to the next. Header first, then footer, then the homepage, then the rest of the pages. Every stage was monitored against the old version so SEO and paid traffic had nowhere to drop.
The brand work was application, not invention. We took the existing brand book — colors, fonts, logo, positioning — and built a proper web design system around it: component library, spacing rules, interaction patterns. Along the way we cleaned up the Google Tag Manager setup, reducing years of accumulated tags and fixing analytics across the multiple properties Diet vs Disease runs.
Key deliverables:
Custom WordPress theme replacing the existing Elementor build, with a full web design system derived from the existing brand book
Page-by-page migration sequenced to hold SEO rankings and keep paid ad traffic running throughout the rebuild
Google Tag Manager and analytics cleanup — deprecated tags removed, active tracking consolidated, multi-site references fixed
New page structures for team, reviews, and how-it-works sections to support lead conversion, supplementing the existing blog-heavy architecture
Joe trusted the staged approach from the start. He knew the site carried his business and didn't push us to move faster than the traffic data allowed. That let us work carefully, monitor each change against real numbers, and call out cleanup work like the GTM mess when we saw it — which wasn't in the original scope but mattered for the result.
