From two shop domains to a focused care advisory platform

The Schaaf Akademie web presence was split across two domains (schaaf-akademie.de and .com) and ran partly on a JTL shop system. Login, registration, shopping basket and a price footer took centre stage — even though the business is about personal care advice, the mandatory advisory visits under § 37.3 SGB XI (German long-term care law), continuing education and first-aid training. Valuable marks of trust — 25+ years of nursing experience, home visits in person, support through care-level assessments — were lost under the technical ballast.

Digitally, the brand did not come across as a clearly positioned, trustworthy advisory and training provider. Brand and SEO signals were split across two domains; the three audiences (care advice, first aid, B2B) were funnelled through the same generic shop logic; service pages were thin and heavily legalistic; on top of that came language errors, missing local landing pages and technical faults (502 errors, SSL, slow page loads).

Consolidation onto one main domain (schaaf-akademie.de) with complete 301 redirects and consistent canonicals; a new, user-centred hub-and-spoke information architecture with its own SEO and GEO landing page per search intent; and a modern, empathetic brand presence in place of shop styling — geared consistently towards call-backs, direct calls and appointment requests.

Technically delivered as a fast, server-rendered Next.js 16 / React 19 website with TypeScript, Tailwind CSS and Framer Motion, deployed on Railway with automatic deployment. Central client and content configuration (a single source of truth), one dedicated page per offering with its own title, meta, H1 and FAQ schema, a sticky contact bar, and a call-back form cut back to the essentials for mobile use. Content was reworked for substance and language (using MD instead of the outdated MDK for the German medical review board, among other corrections).

Two contradictory web presences became one central, clearly positioned platform that conveys expertise, empathy and regional proximity. Audiences and search intents are cleanly separated, qualifications and trust signals are visible, and the technical basis for measurable conversion and SEO analysis is in place. Concrete ranking, visibility and enquiry figures, along with Core Web Vitals, follow after go-live and will be added here.