Declutzy, a niche content site focused on decluttering, organization, and lifestyle improvement, was originally built on Site Build It (SBI) — a platform that was limiting both performance and scalability. The site’s outdated infrastructure made design changes cumbersome and lacked the flexibility needed for modern SEO and user experience best practices.
The original site had a dated visual style that no longer reflected the brand’s clean, modern, and calming identity. Content was strong and well-researched, but the layout and typography did little to enhance readability or encourage visitors to explore further.
A major concern was preserving existing organic search rankings during migration. Declutzy had a strong content library, and any change in URL structure or metadata could risk losing valuable traffic.
Create a fresh, modern, and SEO-optimized website on WordPress that maintained all existing search value, elevated the brand visually, and gave the Declutzy owner full control over content updates without technical hurdles.
I began by auditing the existing SBI site, extracting all URLs, meta descriptions, and image data. A detailed migration map was created to ensure one-to-one redirects for every page, preserving SEO equity and maintaining traffic continuity.
The site was rebuilt from the ground up using WordPress with the Hello Elementor theme for lightweight performance. Elementor Pro was used to create custom templates for blog posts, category archives, and lead magnets, ensuring consistency across the site.
A new color palette featuring soft neutrals, airy pinks, and muted blues created a calm and inviting aesthetic. Playfair Display was chosen for headings, Nunito for body text, and Quicksand for accents — all supporting a sense of clarity and warmth. Layouts were designed with generous white space, clear headings, and lifestyle-focused imagery to engage the target audience.
Images were compressed, lazy loading implemented, and render-blocking scripts minimized to improve mobile speed. The site was tested with PageSpeed Insights and refined to meet Core Web Vitals benchmarks.
A fully customized Elementor Theme Builder setup allows the Declutzy owner to easily add new articles, update homepage features, and manage lead magnets without touching code. The flexible structure also supports future growth, such as adding a shop or additional resources.
The redesigned Declutzy site now communicates a clean, organized, and lifestyle-focused brand identity that resonates with its target audience of women seeking simplicity and renewal.
The careful migration plan and URL redirects ensured search rankings and organic traffic were maintained, with no post-launch traffic drop.
Mobile and desktop performance scores improved significantly, reducing bounce rates and encouraging visitors to explore more content.
With WordPress and Elementor, the Declutzy owner can now:
Add and optimize new articles without developer assistance
Easily update page layouts and featured content
Maintain a consistent look and feel site-wide
Adapt quickly to SEO trends or audience needs
Expand the site with new features as the brand grows
The site’s flexible structure and optimized performance ensure Declutzy is well-positioned for long-term growth — from increasing traffic to monetizing content through lead magnets and potential digital products.