Home / Portfolio / The Hydration Company
A rebrand, and a site that finally loads.
Mobile IV therapy across the Charlotte metro. The business was changing its name, and the site it was leaving behind was slow. New brand, new domain, 13 suburbs to rank in at once, and nothing earned in search allowed to go missing in the move.
Charlotte, NC
bookhydrationco.com ↗
Service archetype
Desktop and phone, same build. Most of this client's traffic arrives from a phone in a hotel room, so the phone view is the one that was designed first.
The problem
Two at once. The business was rebranding, which means every address anyone had bookmarked, linked or ranked was about to point at a name that no longer existed. And the site it was leaving was slow, the kind of slow where the page is still assembling itself after somebody has already tapped back. The ranking report from that period shows where that leaves you: an average Google position of 23 across the tracked searches, and not one of them at number one.
Underneath both of those, a mobile service has no address to rank on. The competitor with one clinic and a Google Business Profile wins every local search by default, and the mobile provider looks like it is nowhere because it is technically everywhere.
A van is not a location, and search engines only understand locations.
What we did
- A page per suburb, each with real content. Huntersville, Cornelius, Davidson, Mooresville, Concord, Kannapolis, Harrisburg, Mint Hill, Matthews, Monroe, Belmont, Mount Holly, Gastonia. Not 13 copies with the town name swapped.
- Credibility in structured data. The medical director, the nursing credentials, the physician oversight, hours and the service radius, all machine-readable.
- Serif display over clinical photography. The purchase is comfort in your own home, so the type is warm and the photography stays clinical.
- Booking tracked end to end. Every form and call button verified firing before the site went live.
- Static, so it's fast by default. No page builder, no plugin stack, nothing between the visitor and the page. The speed comes from removing what made the old site slow.
The detail that mattered
The rebrand meant a new domain over an older one with an established URL structure. We built a 28-entry redirect map before cutover, so every old address landed on its replacement and nothing earned under the old name was lost at launch. That map was the cheapest piece of work in the project and the most expensive to skip.