If we change domain, do we lose what we had?

No, provided every old address points at its equivalent on the new domain and you control both. There are a few weeks of readjustment with lower figures, and it is worth not launching a large campaign in those same days so that you can read what is actually happening.

What language do you write in?

Spanish and English. For Italian we work with someone who has it as their own language and we coordinate that work, but we do not sign it as ours. In branding it shows sooner than anywhere else, because tone is half the message.

Can you audit the content we already have?

It is a job in its own right and it usually comes before the design. Every page is listed with what it contributes, and each one gets a recommendation. The most frequent outcome is that there is a lot of surplus and little missing, and that what is missing was not what people expected.

BRAND WebCoding · Rome

Branding and content in Rome

We build identity and a content system. And we warn about something usually discovered late: changing your name means changing domain, and that moves everything that used to point at you.

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Branding and Content en Rome

How we work in Rome

The same technical standard and process we apply to projects of any size. What changes is the knowledge of the local market.

Two members of the WebCoding team organising ideas with sticky notes on the glass wall

A change of name is a move under another title

The new domain starts with nothing. What the previous one had is carried across with redirects from day one and kept for years, not for a few months. It is the part of a rebrand that never appears in the presentation and the one that decides whether the people who already knew you can still find you next month.

Rewriting a page does not mean moving it

You can change the headline, the tone and the photographs while keeping the same address, and then that page keeps everything it had built up. The address does not have to match the title: it is an identifier, not a slogan. Changing it because the new text says something else is paying a price for nothing.

Content inventory: keep, merge or retire

A site with years behind it has articles that still bring people in, others that overlap each other and others that no longer say anything. Each one falls into one of the three, and each option has its consequence: what is merged points at whichever page stays, and what is retired is retired explicitly.

The short address that goes on printed material

The addresses said out loud or printed on a card are few and outlive the website: they are worth choosing by hand, short, rather than leaving them to the content manager. They are fixed at the start, alongside the name, and kept even if the structure changes three times underneath.

Answering your questions