--- title: "Case Study: The Move to Webflow That 5x'd Rentman's Organic Trial Signups" description: "How Rentman moved its multi-language site to Webflow without losing rankings, and why weekly organic trial signups were 5x the baseline before launch, within a month." canonical_url: https://www.baba-seo.com/client-stories/rentman-webflow-migration-5x-trials last_updated: 2026-11-11 --- Client story · AV & Events SaaS · New website, July 2025 # The move to Webflow that 5x'd organic trial signups ![Rentman logo](https://www.baba-seo.com/assets/client-stories/rentman-logo-white.svg)Rentman, rental and production management software for the AV and live events industry - **5×**weekly organic trial signups one month after launch - **+362%**average weekly organic session growth across priority pages - **13 of 14**focus keywords held or gained positions through the launch [Book a free strategy call](https://www.baba-seo.com/#contact) ## The short version - **The situation:** a multi-language site moving to Webflow, with trial signups riding on the pages being moved. - **The move:** measure the new website on trial signups, not traffic, and cut the site from \~9,300 pages showing up in Google to \~2,400 on purpose. - **The result:** weekly organic trials tripled during launch week and were 5x the baseline a month in. Branded rank improved from 2.2 to 1.5. - **The lesson:** a new website exposes weak pages. It does not fix them. By [Baba](https://www.baba-seo.com/client-stories/rentman-webflow-migration-5x-trials#about) · 11 November 2026 · 3 min read ## The situation Rentman makes rental and production management software for the AV and live events industry. In summer 2025 they were moving their multi-language site to [Webflow](https://www.baba-seo.com/webflow-migration-seo): a global homepage, local homepages per market, and the bottom-funnel pages that produce organic trial signups. That last part is the whole risk. The standard advice says expect a dip after a migration, SEO's word for a new website. Rentman could not afford a dip on the pages that feed the trial funnel, and "we will recover in a few months" is not a plan when signups are the number the business watches weekly. ## What I did | The move | Why it mattered | | ------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Trial signups as the success metric, not sessions | The KPI set was defined around trial signups before launch, with organic traffic to priority pages, rankings for 14 focus keywords, and the number of pages showing up in Google as leading indicators. If trials held, the new website worked. | | The assessment before anyone touched a URL | A pre-launch [assessment](https://www.baba-seo.com/website-migration) fixed the focus pages, reviewed the new URL structure for long-term scalability, and produced the redirect mapping: the list that sends visitors and Google from each old page address to the new one. On launch day there was nothing to debate, only things to check. | | Shrink the site on purpose | The move cut the pages showing up in Google from roughly 9,300 to roughly 2,400. That sounds terrifying in a checklist world. It was deliberate: thin and duplicate pages went, the pages that earn trials stayed. | | A fixed monitoring cadence after launch | Launch week, then the one-month review. Not "check when something feels off". The cadence is what catches problems while they are still cheap. | [**Book a free strategy call**](https://www.baba-seo.com/#contact) ## What happened The metric the new website was supposed to protect went up instead: - **3×** weekly organic trial signups during launch week itself - **5×** the baseline before launch, four weeks later, still climbing week over week, driven by the global homepage with the local homepages and bottom-funnel pages contributing steadily behind it The leading indicators backed it up: - **+362%** average weekly organic session growth across the priority pages - **+52%** homepage organic sessions week over week since launch - **2.2 to 1.5** ranking on the main branded search - **13 of 14** focus keywords held or gained positions The only traffic that dropped came from pages we intentionally redirected away. Nothing that was supposed to survive got hurt. ## What I'd tell you honestly **One keyword fell hard, and I let it.** "Equipment tracking" dropped 43 positions. It is a broad, informational query far from a trial decision, and chasing it would have meant rebuilding a page for traffic that does not convert. Losing it was a cheaper outcome than defending it. **Flat pages stayed flat.** The solution pages did not dip, but they did not grow either. A new website done right carries your rankings across; it does not fix content, positioning, or a mismatch with what searchers want. Those pages needed a strategy conversation, not a redirect. **What I would do differently: give every post-launch fix an owner and a date.** At the one-month review, a 404 cleanup I had flagged as high priority was still open, and mobile page speed had slipped on a site where 45% of traffic is mobile. Flagging a problem is not fixing it. My post-launch reviews now leave with each item assigned, not just listed. I’m a revenue-first SEO consultant for B2B and SaaS teams. 14+ years of hands-on work, from in-house at Mollie to new websites for Backbase and Rentman. I also run the Amsterdam SEO Salon. [Follow me on LinkedIn (opens in a new tab)](https://www.linkedin.com/in/baba-seo/) - Client [Rentman (opens in a new tab)](https://rentman.io/) - Industry AV & Events SaaS - When New website, July 2025 - Published 11 November 2026 - Reading 3 min **Baba**[LinkedIn (opens in a new tab)](https://www.linkedin.com/in/baba-seo/) Revenue-first SEO consultant for B2B and SaaS teams ## More client stories ![Backbase](https://www.baba-seo.com/assets/client-stories/backbase-logo-white.svg)Banking Software · New website, November 2025 ### [A new enterprise website that doubled priority-page sessions](https://www.baba-seo.com/client-stories/backbase-enterprise-webflow-migration) Backbase, the engagement banking platform used by banks worldwideRead the story - **2×**weekly organic sessions to priority pages within a month - **10 of 19**priority pages changed URLs, and all 19 showed up in Google after launch ![Mollie](https://www.baba-seo.com/assets/client-stories/mollie-logo-white.png)Payments · Relaunch, October 2022 ### [A 2,011-page relaunch with no dip, and lower-funnel conversions up 21%](https://www.baba-seo.com/client-stories/mollie-no-dip-relaunch) Mollie, the European payments company. I led SEO in-house.Read the story - **+21%**lower-funnel conversions the month after launch - **+73%**organic sessions on lower-funnel pages the month after launch Cross-industry · Oct 2025 to Jun 2026 ### [The same page type produced leads at three companies, then AI search started retrieving it](https://www.baba-seo.com/client-stories/comparison-pages-play) Three B2B companies: a Dutch fintech lender, a workplace hardware company, and an event-software SaaSRead the story - **22×**monthly clicks on one comparison page in 8 months (13 → 290) - **29**leads attributed to comparison pages across two of the clients