Problem

Luma Travel wanted to establish a distinct digital identity separate from its parent brand, Luma Health. Their existing website did not effectively communicate their travel offerings, had limited flexibility for marketing teams, and lacked a scalable foundation for future growth.

The business also needed to preserve existing search engine rankings during the migration while creating a platform capable of supporting programmatic SEO, rapid content publishing, and improved user experience. The primary goals were to strengthen brand positioning, increase organic traffic, and simplify ongoing website management.

Solution

We designed and developed a completely new website focused on Luma Travel's brand identity, creating a modern UI/UX that improved navigation, visual storytelling, and conversion paths.

The platform was rebuilt using a headless architecture with Next.js and Builder.io, allowing marketers to create and update pages without developer involvement. A structured migration strategy ensured SEO equity was maintained through URL mapping, metadata migration, redirects, and technical SEO best practices.

To support long-term organic growth, we implemented a scalable programmatic SEO framework capable of generating landing pages from structured content while maintaining performance and consistency.

Tech Stack

• Frontend: Next.js, React

• CMS: Builder.io

• Backend: Node.js

• Database: Headless content APIs

• Cloud & Hosting: Vercel

• SEO: Programmatic SEO architecture, metadata management, XML sitemaps, structured data, 301 redirects

• Development: Git, CI/CD pipelines

• Analytics: Google Analytics, Google Search Console

• Third-Party Integrations: Builder.io Visual Editor

Implementation

The project began with UX research and stakeholder workshops to define the new brand experience. We then created high-fidelity UI designs before developing the website using a component-based architecture.

Key deliverables included:

• Complete website redesign aligned with the new brand

• Headless CMS implementation

• SEO migration strategy

• Programmatic SEO page templates

• Reusable content components

• Responsive mobile-first experience

• Performance optimization using server-side rendering and image optimization

Challenges

The biggest challenge was separating the Luma Travel identity from the existing Luma Health ecosystem while ensuring no loss in SEO visibility.

Our team executed a carefully planned migration that included redirect mapping, metadata preservation, structured data implementation, and technical validation before launch. We also optimized Core Web Vitals to maintain search performance and user experience.

Results

• Successfully launched an independent Luma Travel brand website

• Seamless migration with preserved SEO value

• Faster content publishing through Builder.io

• Improved website performance and Core Web Vitals

• Scalable architecture supporting future expansion

• Foundation established for long-term organic traffic growth through programmatic SEO

ROI

• Reduced developer dependency for content updates

• Faster marketing campaign launches

• Lower long-term website maintenance costs

• Increased scalability without requiring platform rebuilds

• Improved user experience leading to stronger engagement and conversion opportunities

• Future-ready SEO infrastructure designed to support sustainable organic growth

Key Takeaways

By combining Next.js with Builder.io, Luma Travel transitioned from a traditional website to a scalable headless platform built for growth. The redesign not only established a distinct brand identity but also created a high-performance, SEO-first digital foundation that enables rapid content creation, improved operational efficiency, and long-term organic acquisition.