Website Rebuild & SEO Migration
P.L. Light Systems
Manufacturing / Horticultural Lighting · Beamsville, ON
WordPress
Platform
230+
URLs Migrated & Redirected
140+
Technical Articles Preserved
45
Years in Business
Overview
P.L. Light Systems has been engineering horticultural lighting since 1981, supplying commercial greenhouses and indoor growers across North, Central, and South America. Their website did not reflect that leadership: a dated custom theme carrying more than 230 pages, including 140+ technical articles and dozens of grower project stories, much of it ranking in search and none of it easy to update. We rebuilt the entire site from the ground up on WordPress, migrating every page, preserving hard-won search equity with a full redirect map, and centring the new site around their most valuable conversion: the Request a Light Plan form.
The Challenge
The old site was a custom-coded theme the team could not easily edit, with a design that lagged far behind the calibre of their engineering. The stakes of a rebuild were high: the site held years of accumulated search equity, including a technical article library that drove the majority of organic traffic and dozens of keywords already cited in Google's AI Overviews. A careless migration would have thrown that away. Meanwhile the site's most important lead source, the Request a Light Plan form, was buried and generating only a handful of requests a year.
Our Solution
We started with a deep discovery phase: a full crawl of all 230+ URLs, per-page migration briefs covering keywords, backlinks, and metadata, and a complete redirect map so every legacy URL lands cleanly on the new site. We then designed and built the new site on WordPress with Elementor Pro, ACF, and Gravity Forms, migrating the full product catalogue, article library, and grower project stories. We rebuilt the Request a Light Plan experience as a multi-step form reachable from every page, added FAQ schema to strengthen their AI search visibility, and rebuilt their analytics and conversion tracking so every lead is measurable. The launch also marked the company's 45th anniversary, which the new design celebrates.
Results
The new pllight.com launched in July 2026: a modern, mobile-friendly site the team can manage themselves, with every product, article, and project migrated and every legacy URL redirected to protect search rankings. A frozen pre-launch baseline of rankings, traffic, and lead data is in place, so the impact of the rebuild and the ongoing SEO work will be measured against real numbers rather than guesswork.
Let's Talk About What's Actually Holding Your Business Back.
Book a free introductory call. We'll dig into what's working, what's not, and show you exactly how we'd approach it.