Client: Transfrinc · Industry: Career & vocational skills (written reality simulations) · Team size: ~190 · Engagement: WordPress → Webflow migration · Timeline: 6 weeks

About Transfrinc

Transfrinc helps students and job seekers explore careers and build real vocational skills through written reality simulations — immersive, scenario-based experiences that let people "try on" a profession before committing to it. With a team of around 190, they've built a content-rich web presence that ranks well and drives a steady flow of qualified leads.

We came in through a referral from the CMO Coffee Slack community, where marketing leaders trade hard-won lessons. On the Transfrinc side, we worked directly with the Head of Organic Growth, the Chief Marketing Officer, and their in-house UI designer — which kept decisions fast and the design vision intact throughout.

The challenge: a marketing team doing IT work

On paper, Transfrinc's WordPress site was working — it ranked, it converted, it generated leads. In practice, it had quietly become a tax on the entire marketing function.

Instead of launching campaigns and compounding their organic growth, the team kept getting pulled into the website itself: meetings about what was broken, meetings about how to fix it, meetings about how to keep it running. The specifics added up fast:

  • Slow page loads dragging on both user experience and SEO.
  • Plugin sprawl — a long stack of plugins propping up an Elementor build, each one a dependency and a potential point of failure.
  • Silent overnight downtime. WordPress auto-updates were taking the site down at night, when no one was logged in to notice. The site would simply go dark during off-hours — almost certainly costing them deals they never even knew they'd lost.
  • No real way to scale content. The team wanted to constantly publish new pages and run new organic plays, but every addition risked breaking something. There were no reusable components — most pages were static one-offs, and the "dynamic" content was held together with workarounds. To keep the URL structure they wanted, they'd publish a webinar as a blog post that then redirected to a static page. It worked, but it was fragile, and it didn't scale.

The team wanted to focus on content and growth. The platform kept forcing them to focus on maintenance.

The approach: prep first, migrate second

Here's where the Head of Organic Growth's biggest concern shaped the entire project. The site already ranked for valuable keywords and had earned an impressive backlink profile — losing any of that was the nightmare scenario.

He'd heard plenty of pitches. As he put it, every other agency was selling Webflow — how easy and beautiful it is — but none of them were talking about how to prepare an existing, ranking website to move onto it. That preparation is exactly where we started.

1. A single source of truth, before a single page was designed

We built a shared Google Sheet with the CMO and Head of Organic Growth and mapped the entire site:

  • Every current URL on the site.
  • Every existing redirect already in place.
  • Every URL earning backlinks — the links we absolutely could not afford to break.
  • Net-new pages the team wanted to add, including new service pages.

That became a complete, agreed-upon sitemap. Within it, the Head of Organic Growth could mark what to keep and what to retire — and for everything being retired, we built proper redirects before the Webflow work even began. The same audit surfaced the SEO housekeeping worth doing along the way: missing meta titles and descriptions, and URLs worth improving for ranking.

The result: when design started, we knew exactly how many pages we had, exactly which redirects had to survive, and exactly which URL structures to build.

2. A scalable design system with Client-First by Finsweet

With the plan approved, we rebuilt using Client-First by Finsweet. It let us bring Transfrinc's existing design system cleanly into Webflow and create the proper, reusable templates they'd never had, following Webflow development best practices — the foundation for publishing at scale without things breaking.

We modeled out all the CMS collections and templates needed to hold the full range of content: blogs, webinars, events, services, and industry pages. Once the CMS structure was in place, we began importing content while our team built out the new pages — all on Client-First, so the design system stays consistent site-wide, and all built SEO- and AEO-friendly from the ground up.

3. Migration mechanics: redirects, schema, and forms

With the build ready, we connected hosting and put all the redirects into place — the payoff of the prep work done up front.

We then implemented schema markup across the entire site, including dynamic schema that pulls automatically from blogs, case studies, and service/industry pages — so structured data stays correct as the team publishes, with zero manual effort.

For lead capture, we rebuilt the HubSpot forms natively in Webflow, so forms can now be created and designed entirely within Webflow. Critically, we preserved every button and form element ID exactly as before — meaning no loss of tracking or analytics data through the migration.

Finally, we ran a thorough QA pass across multiple devices and browsers to confirm everything worked before launch.

The tricky part: Webflow and those URLs

The hardest problem was Transfrinc's specific WordPress URL structures. Webflow is famously rigid about URLs — but those URLs were tied to rankings and backlinks, so "close enough" wasn't an option. We solved it by combining Webflow folders and CMS collections to reconstruct the exact structures they needed. It took some doing, but we brought it together without compromise — the URLs didn't change.

Total time from start to finish: six weeks.

The results

Because the prep was done first, the launch was almost anticlimactic — in the best way. There was very little QA left to do after the site went live.

Performance. At launch (May 2026), the new site scored 86% across PageSpeed Insights, Lighthouse, and GTmetrix — a dramatic step up from the plugin-heavy Elementor build, with desktop LCP under a second.

SEO — the headline result. There was no dip in organic traffic or rankings after launch. We monitored closely for three weeks, and over that window traffic only went up. The outcome the Head of Organic Growth feared most simply didn't happen — by design.

"Leo + team absolutely crushed our WordPress to Webflow migration. What stood out most was that he actually took the time to understand what we needed instead of just doing a copy-paste rebuild — which made a real difference in the final product."
— Brandon Womack, Head of Organic Growth, Transfrinc

A team that can finally move. This is the day-to-day payoff. Transfrinc can now create new pages with ease and actually execute the organic and SEO strategies they'd been trying to ship for months. They worry about the content; everything else — schema markup, social-sharing metadata, page structure — is pulled dynamically from their blogs and case studies. Every page is built 100% ready for SEO and AEO, so content is easy for both search engines and AI tools to crawl and understand. No more technical meetings. No more overnight outages. No more fragile blog-post-to-static-page workarounds.

The takeaway

Transfrinc didn't just get a faster, better-looking website. They got a content platform that scales with their ambitions instead of fighting them — and they got there without sacrificing a single ranking or backlink. The difference wasn't Webflow alone. It was preparing the site to move before the move began.

★★★★★
"Leo + team absolutely crushed our WordPress to Webflow migration! The whole transition was smoother than I expected, and he handled the technical complexity behind the scenes while keeping us looped in every step of the way. What stood out most was that he actually took the time to understand what we needed instead of just doing a copy-paste rebuild, which made a real difference in the final product. Can't recommend him enough. If you're thinking about a site migration, Leo's your guy."
— Brandon Womack, Head of Organic Growth, Transfrinc

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