Before/after record of the Pragma web estate rebuild — so progress stays visible and measurable. Old estate: pragmahealth.nl / pragmarecovery.nl (WordPress-era, retired). New estate: pragma.nl + the Recovery Technologies platform.
| Dimension | Before (old estate / first draft) | After (live today) |
|---|---|---|
| Positioning | Recovery-only messaging; body transformation nearly invisible | Three equal programs — Herstel · Transformatie · Tone — written for the 40+ client, problem-first |
| Funnel | Treatwell + scattered booking links; single sessions & 10-cards on display | One front door — the Pragma Gesprek/Consult on every CTA; memberships (Herstel) + programs (Transformatie); Treatwell fully out, WhatsApp + Maps buttons |
| Offer clarity | Overlapping memberships, confusing tiers | "Herstel als ritme, Transformatie als traject" — Joël's simplified model implemented same-day |
| Photography | Old CryoSpace-era equipment, stock imagery, old-brand thumbnails | Full new shoot integrated (20+ frames): current CTN equipment, 40+ models, X-Tone & pelvic finally shown; old-logo material quarantined |
| Languages | Mixed; studio site NL-only in new design | All three sites NL + EN with hreflang pairs and language toggles |
| Interactivity | Static pages | Motion layer (reveals, count-ups, Ken Burns), Pragma Check self-test, inline ROI calculator, wing composer (car-configurator pattern), toolbox chip filter, financing calculator with product thumbnails |
| Typography | Google-Fonts dependency — Times fallback when blocked | Self-hosted variable fonts, full fallback stacks — cannot break, EU-privacy friendly |
| Link integrity | Dead flat-structure links (recovery.html, health.html), 404 back-links from tools, broken NL asset path | Site-wide crawl: 110 URLs / 53 pages / 0 broken (13.08) |
| Brand discipline | Old teal logo visible; "Rapid Rise" leak on financing tool | Locked pragma° identity everywhere; leak removed; uniform footers with legal + cross-links |
| B2B ↔ B2C | Two silos, no cross-traffic | Cross-linked both directions; door page showcases both with real photos |
| SEO / AI visibility | None measured | Per-page meta + JSON-LD (LocalBusiness, FAQPage ×4), llms.txt, canonical structure — and a measured AI baseline: 2/32 assistant answers mention Pragma today (13.08). This is the number we grow. |
1 · Lumis AI panel (same 16 prompts × 2 models, monthly) — target: Pragma named in category answers, not just brand lookups. 2 · Google Search Console once the blog cuts over with 301s. 3 · Gesprek bookings per channel once the GHL calendar lands.