A website redesign quietly broke 93 of this surgeon's 126 articles. A third of his traffic was landing on dead ends.
Dr Juri Tassinari is a plastic surgeon operating across Bologna and four other Italian cities, with a strong brand and a busy practice. His site had just been redesigned. It looked new. Underneath, two silent failures were bleeding the organic traffic his previous decade of content had earned. This is the audit that found them, before the fix.
The migration that left the content in the database
The site moved to a new theme that cannot read the old page builder's shortcodes. The articles still exist in the database, but 93 of 126 now render as a wall of raw code: title, author, date, then markup where the medical content used to be.
Twelve of those broken pages alone were carrying 658 visits a month, 21% of the site's organic traffic, into pages a patient cannot read.
The www that answers with an error
The www variant of the domain dies with a server error after nearly twenty seconds, while the bare domain answers in a third of a second. One redirect rule is missing at the domain level, and the surgeon's second site proves the correct setup exists elsewhere.
Google still indexes the www version, and it receives 469 visits a month, the second most visited URL of the site, every one of them landing on an error screen.
What else the same audit surfaced, same day
What a broken article looks like to a patient
This is a real article page as served on August 6, 2026. The content is in the database. The patient sees code.
The map grid, March vs August
Same 25-point grid, same query, same listing. Visibility slid from 71% to 56% and average position from 4.0 to 5.3 while the site problems compounded.
The dashboard behind the numbers
How the audit works, and why it never starts with the homepage
Redesigns are always checked on the homepage, which is exactly why these failures go unnoticed. This audit crawls the entire sitemap, opens pages at random, measures traffic per URL, tests every domain variant, and re-runs the same local grid scans on the same points months apart. The recovery engagement starts in September 2026, and this page will be updated with the recovery data, whichever way it goes.
A diagnosis, dated and reproducible
Full crawl, not a sample
All 183 sitemap URLs crawled on August 6, 2026, with the list of broken URLs archived. Anyone can reproduce the result today.
Same grid, three scans
Local visibility measured on identical grid points in March and August. Two scans were run the same August day; we publish the more conservative one, 56%, so the decline is understated rather than dramatized.
Before the fix, not after
This page is published while the problems are still live. The recovery will be reported against these exact baselines.
About this audit
How does a redesign break a site without anyone noticing?
Because everyone checks the homepage. Here, a theme migration left 93 of 126 articles rendering raw page-builder code, and a missing domain-level redirect left the www variant answering with a server error while still receiving 469 visits a month from Google.
How much traffic was actually at stake?
1,127 visits a month, more than a third of the site's organic traffic on August 6, 2026, were landing on broken articles or the dead www variant, while total organic traffic had fallen 22% since March.
Why does the robots file matter for AI visibility?
The site's robots file blocks the crawlers behind most AI assistants. Result, measured: zero pages cited by Gemini, versus 41 cited in Google's AI results whose crawler is not blocked. Patients asking an assistant simply never see the practice.
Find out what your redesign really did
On the call we crawl your sitemap live, never just the homepage, and show you page by page where your traffic is actually landing.
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