About 1to1help
1to1help is a B2B corporate mental health platform serving companies across India. The platform delivers Employee Assistance Programmes (EAPs), Employee Resilience Services, Student Assistance Programmes, maternity support, counseling, and therapy through a network of licensed professionals. Its clients are HR and People leaders at mid-to-large enterprises looking to build structured, measurable employee wellbeing programmes.
By mid-2025, 1to1help had built meaningful organic presence on its existing domain (1to1help.net) but needed to migrate the entire website to a new domain (1to1help.com) on Webflow, to better reflect the brand, consolidate its content strategy, and lay the foundation for sustainable SEO growth.
The challenge
A domain migration is one of the highest-risk operations in SEO. Done without a structured plan, it can erase years of accumulated authority and ranking signals within weeks. 1to1help came to Epic Slope Partners with three intertwined problems:
- The existing site had significant keyword cannibalization across its blog content, with multiple pages competing for the same intent and undermining each other's ranking potential.
- The content strategy was weighted heavily toward top-of-funnel awareness content. Bottom-of-funnel pages that could drive demo requests and form fills were underperforming and under-optimised.
- Moving to a new domain meant rebuilding domain authority from zero, while preserving the link equity and keyword rankings the existing site had earned.
The stakes were real. At the point ESP was engaged, the site had meaningful organic rankings and a steady inbound lead pipeline built on that traffic. Any disruption to either would have a direct commercial impact.
Our approach
Epic Slope Partners embedded as 1to1help's fractional Head of SEO for the duration of the migration. This was not a handover of a strategy document. We owned end-to-end project management, coordinated with 1to1help's design and development team, and ran quality assurance at every stage.
The migration ran across four structured phases over 11 weeks.
Phase 1
Weeks 1-2Discovery and keyword research
- Completed comprehensive keyword research across 49 identified content themes, covering a total addressable search volume spanning mental health, online therapy, EAP, counseling, behavioral health, and adjacent career and salary queries in the Indian market.
- Audited the existing site for content quality, traffic performance, and structural issues.
- Benchmarked SEO metrics: organic sessions, impressions, keyword distribution by position, referring domains, and Domain Rating.
- Conducted competitor analysis across Indian players (Amaha, YourDOST, Manastha, MindPeers) and global benchmarks (Spring Health, Lyra Health, Modern Health).
- Identified primary content clusters and semantic topic relationships to inform the new information architecture.
- Researched and recommended Webflow themes aligned to the brand direction; theme purchased with Figma design file for the new site.
Phase 2
Weeks 3-4Content consolidation and optimisation
- Identified and resolved keyword cannibalization across blog content, providing a detailed resolution plan covering pages to merge, consolidate, or redirect.
- Prioritised high-value pages based on traffic, engagement, and conversion data, and flagged content requiring quality improvements before migration.
- Mapped all existing URLs to their destination on the new domain, beginning the 301 redirect planning document.
- Identified content gaps at the bottom of the funnel, particularly around EAP and counseling themes with 100,000+ monthly searches in India.
Phase 3
Weeks 5-7Information architecture and technical planning
- Defined the new URL structure and naming conventions for the 1to1help.com domain.
- Built the complete metadata framework: title tags, meta descriptions, canonical tags, and Open Graph data for all migrating pages.
- Configured tracking and analytics for the new domain, including GA4 and Google Tag Manager setup with end-to-end event configuration.
- Developed the XML sitemap structure within Webflow's built-in sitemap tooling.
- Created a staging environment on Webflow for QA testing before go-live.
- Coordinated with 1to1help's design and development team on new page layouts for both existing and new pages.
Phase 4
Weeks 7-11Migration execution and monitoring
- Finalised and validated the full 301 redirect mapping, with comprehensive QA testing on the staging environment before any DNS changes.
- Scheduled and executed the migration during a low-traffic window: DNS changes, content deployment to the new domain, and activation of all 301 redirects completed in a single coordinated execution.
- Submitted the updated XML sitemap to Google Search Console and Bing Webmaster Tools, and notified search engines of the domain change.
- Ran post-migration monitoring for four weeks: crawl stats, indexation status, redirect integrity, keyword rank tracking, Core Web Vitals, and organic traffic patterns.
- Addressed redirect errors and 404s as they surfaced, verified rendering across device types, and completed the post-migration SEO audit.
How we managed risk
Before the go-live, we put three safeguards in place: a complete pre-migration backup, a documented rollback procedure in case of critical failures, and a monitoring plan covering traffic and ranking fluctuations for the weeks immediately after migration. Stakeholders were briefed on what to expect during the authority transfer period, including the temporary drop in Domain Rating that is normal when a domain change happens and link equity is in transit.
The results
The migration completed in November 2025. The results over the following months exceeded every pre-migration target.
Organic traffic: grew through the migration, not despite it
The most telling measure of a successful migration is whether organic traffic holds. In 1to1help's case, it did not just hold, it grew.
Organic sessions vs. pre-migration peak
November 2025 (month 1 post-migration)
Maintained (within 2% of pre-migration peak)
By February 2026, organic sessions were 62% above the highest pre-migration figure. The site did not experience a single month below the pre-migration baseline.
Sessions vs. target: consistently ahead
Prior to migration, we set conservative targets for post-migration organic session recovery, accounting for the expected lag in domain authority transfer. Actuals ran well ahead:
Keyword rankings: built during the engagement, sustained through the migration
The keyword work done in phases one and two delivered compounding ranking gains before the migration even happened. Between the start of the engagement and the migration date, rankings and link equity grew substantially:
Positions 4-10 keyword rankings
Domain authority: recovering on schedule
As expected with any domain migration, the new domain (1to1help.com) started with an Ahrefs Domain Rating of 0 as link equity transferred across from the old domain via 301 redirects. DR recovered steadily in the months after go-live, with continued growth as referring domains consolidate onto the new domain.
What made this work
Three things separated this migration from a typical agency handover:
- Embedded ownership. ESP did not hand over a migration guide and step back. We managed the project end-to-end: coordinating the design team, building the redirect map, running QA, and monitoring performance for weeks post-launch. 1to1help's internal team handled content writing, design execution, and development. ESP held the SEO strategy and project accountability throughout.
- Preparation before execution. The four-phase structure meant that by the time the migration executed in week nine, every redirect had been validated, every piece of content had been reviewed, and every tracking tag had been tested on staging. There were no surprises at go-live.
- Metric-led decision making. Every phase was grounded in data: keyword research that identified real search volume across 49 themes, a content audit tied to performance metrics, and a post-migration monitoring plan that tracked crawl stats, rankings, and conversions weekly. We measured what moved the needle, not what looked good in a report.
