wiki/clients/current/reynolds/2026-01-29-site-rebuild-strategy.md · 524 words · 2026-01-29
Reynolds Transfer: Site Rebuild Strategy Discussion (2026-01-29)
Overview
During a weekly review call on 2026-01-29, Ben San Fratello and Mark Hope assessed the Reynolds Transfer website while working through Ahrefs maintenance tasks. The site's poor design quality and fragmented page structure led to a direct recommendation: the site warrants a full rebuild. Mark directed Ben to bring the proposal to Melissa.
This discussion arose organically from a routine Ahrefs audit — see [1] for broader client context and [2] for the full meeting record.
Site Assessment
Design & Structure Problems
- Services page is fragmented: Residential movers content is broken up across the page in a way that is disorganized and not well structured.
- Overall design quality is poor: Ben described the site as "gross" and noted that "pretty much all" pages share the same quality issues.
- Wrong page builder in use: Mark noted the site is already using the wrong tool (Divi), which complicates targeted fixes.
- Careers page (example): An iFrame embeds a third-party job listing tool with no coherent surrounding layout. Prior to a same-day automated fix, the page had five H1 tags instead of one — a symptom of the broader structural neglect.
SEO Issues Found During Audit
An Ahrefs crawl flagged a "multiple title tags" error on the careers page. Investigation revealed the actual problem was multiple H1 tags (five H1s on a single page). An internal automation agent logged into the site, analyzed the heading structure, and corrected it to one H1 and four H2s. Cache was cleared and the fix was confirmed live.
"Before, it had five H1s. Now it has one H1 and four H2s. The cache was cleared. The change is live." — Mark Hope
This fix addressed the immediate Ahrefs error but did not resolve the underlying design and content quality issues across the site.
Rebuild Recommendation
Mark's assessment was direct:
"An interesting idea for Reynolds would be to rebuild the site."
"Talk to Melissa and say, hey, this client pays us every month and has for a long time. I think we need to rebuild the site. What do you think?"
Rationale
- The site has accumulated structural and design debt that makes incremental fixes inefficient.
- Reynolds is a long-standing retainer client, making the investment in a rebuild justifiable.
- Exterior Renovations, by contrast, needs only copy improvements and minor tweaks — Reynolds requires something more fundamental.
- Fragmented services pages are likely hurting both user experience and SEO performance.
Action Items
- [ ] Ben → Melissa: Email Melissa with a Reynolds site rebuild proposal. Frame it around client tenure, current site quality, and the opportunity to deliver meaningful improvement.
- [ ] Ben → Melissa (ClickUp): Create a ClickUp task for Melissa to review and clean up Reynolds page heading structures as an interim step.
- [ ] Ben → Gilbert: Schedule a 30–45 minute Google Ads review covering Reynolds (and Exterior) to assess paid search performance alongside the organic/site issues.