#106 – Lessons Learned From the Health Ambition Redesign

What you will learn

  • How we messed up the original build of Health Ambition
  • The challenges we wanted to address with the redesign
  • The new site build & site transition tips
  • The performances after redesign
  • Why there are no shortcuts to a sustainable business

Health Ambition was started in 2013.

It was started with the little experience we had building websites back then and has carried the weight of our mistakes ever since.

Hype around new wordpress tools with poor development, low quality keyword research, poor mobile experience, shaky infrastructure preventing us from running optimisation tests etc.

Overall, the site has been feeling like a drag to run for a while and it was time to start with a clean slate.

So during the summer last year, we decided to start the site over completely from a fresh WordPress Install.

This included:

  • New branding
  • New tech
  • New processes
  • Optimisation frameworks

We wanted to build the site in a way that makes it easy to publish 12 times per day without hassle, so the key concept carrying every decision was KEEP IT SIMPLE.

Here is a quick list of the major changes we made:

  • Change theme to Generatepress for speed and mobile friendliness.
  • No page builder usage
  • Simple minimalist content formatting
  • Built a trustable branding to sell sponsored content in the future
  • Used AAWP for amazon widgets

Overall the transition has been a success, no traffic loss has been noted, engagement is up and ad revenue is up.

Amazon revenue has been stable but we are working with the Convertica team to increase those numbers (case study coming soon).

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  1. Very useful lessons learned. Nice to have 2 perspectives. Thank you.

    What did you have to tweak to make the thrive focus blog work better on mobile? That’s the thrive theme I’m in the process of setting up my 100+ page ADHD coaching new site that I’m moving from Dreamweaver HTML to WordPress. And the main reason I’m moving is the site is not mobile. choosing thrive for the plugins, user customizable vs hiring a designer for everything and shane’s video’s and tips. etc.

    Any tips on using the focus theme? It’s a site just for my one person coaching business focused on lead gen for coaching sample sessions and general info on adult ADHD vs a multi-author site with custom design and custom ux and a lot of affiliate links.

    If I’m using thrive architect to create a landing page but mainly some category pages and one blog post template where most of the posts will be based on one specific template vs custom coding every blog post should I still be as worried as I am after listening to your various comments on it? Any tips on harm reduction on thrive architect?


  2. Hey guys, love the podcasts!

    Since the redesign of Health Ambition, are you now moving away from recommending Thrive Themes and only looking at some of their plugins? Thrive Themes Membership was on my radar but now I’m looking at other options as well…one being Elementor with the Astra theme. Any thoughts on going with Thrive Membership vs Elementor/Astra combo?

    Thanks, and keep up the great work!


    1. Yup, all our new projects are complete Thrive free. We’re currently using Elementor for things like home pages, about pages etc. but relying on shortcodes for actual articles.

  3. Awesome episode full of information (as always).

    You mentioned using all the information of a post in a spreadsheet is very useful.

    Could you please give an example how this post spreadsheet looks like?


    1. We pretty much grabbed the information we wanted to be displayed (e.g star rating, product name, product company etc.) and put each into a column of the spreadsheet. Then we merged this information together into the final shortcode.

  4. Love the slug on this one.

    I just wanted to +1 the idea of having a video/post on filters and image processing. Great podcast!

  5. Hello, Gael!

    I implore you 3 times. Upload your podcasts to Youtube.

    I live in Russia. And I really want to study your podcasts. Your podcasts are the best find for me in the last year.

    But I have big problems with English :(

    Recently I took a course from Ahrefs about blogging. And its miracle, they loaded their course on YouTube. And I was able to pass their course thanks to the subtitles of Youtube.

    Please go to the meeting. I really want to study your podcasts :(

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