Rebrand Migration: Formpipe.com is a leading document management SaaS company providing EDM solutions to organisations across the globe. Due to an acquisition of a part of their solution portfolio, the business had to go through a rebrand migration to segregate the business into 2, so that the Formpipe proposition could complete a sales process and the remaining business could continue but under a new identity. POLARIS were recommended to Formpipe to guide their SaaS rebrand migration.
POLARIS was engaged by Formpipe to deliver SEO migration guidance and technical SEO support, ensuring both Formpipe and Lasernet websites were technically proficient to ensure their independent journeys could continue from a marketing perspective online.
This project was selected as a finalist for ‘Best Use of Search – B2B’ at the European Search Awards 2026.
This was not a conventional site migration. Instead of moving one domain to another, Formpipe and Lasernet were undergoing a structural business split due to the sale of their public EDM solution, resulting in two independent organisations that needed to coexist in search while clearly operating as separate entities due to the acquisition of a part of the business.
Formpipe retained its established domain, history, and search equity, while Lasernet launched as a new standalone business with no pre-existing domain or search footprint. Despite this separation, both brands needed to remain operational in parallel during a defined transition period, with shared historical content, overlapping products, and a common audience.
The primary challenge was ensuring search engines and AI LLMs clearly understood the relationship between the two brands without treating either site as a gateway, duplicate, or extension of the other. Full domain redirects from Formpipe to Lasernet were not viable, and cloned content created risk around cannibalisation, conflicting ranking signals, and diluted equity.
This complexity was heightened by the fact that both sites were built on HubSpot and did not exist as separate entities until launch day. With no staging or UAT environment available prior to launch, all technical validation, risk mitigation, and separation logic had to be carefully managed in a live environment.
The objective was to separate a shared digital history into two stable, independent search entities, successfully transferring relevant authority to the newly created Lasernet brand while protecting Formpipe’s existing equity and avoiding long-term visibility risk.
Watch our video testimonial with Lasernet’s Vice President of Marketing, Lexi Rice, below.
POLARIS adopted an entity-focused SEO migration approach rather than a traditional redirect migration strategy by consulting with the business to understand the exact requirements of each business post transaction. Demonstrating our value of radical candour, we conducted a deep dive into the commercial agreements around the brand names, domain names, and legal ownership to determine the most viable solution for both businesses.
To ensure clarity for users, search engines and AI LLMs, POLARIS implemented a structured brand bridge:
This brand bridge, typically used in rebrand migrations, was repurposed to communicate the separation rather than transition.
Due to the absence of staging access, POLARIS worked closely with the development teams to provide hands on launch day support, including live validation, snagging, and issue resolution.
Redirects were implemented where appropriate for shared historical URLs. New Google Search Console, Google Analytics, and GTM containers were created and configured for Lasernet to ensure clear tracking and measurement from day one. Crawl behaviour was monitored in real time to identify indexing or signal conflicts.
Launch day required agile management across multiple stakeholders, including POLARIS, Formpipe teams, Lasernet teams, and the development partner, to ensure continuity and minimise ranking disruption.
Post domain separation focused on reinforcing independent search footprints:
The separation was deployed live on day one of the newly separated domains, followed by a digital PR campaign that was strategically executed to drive offpage awareness and fresh signals for both search engines and AI Assistants. This helped to educate crawlers on the split out and new identity, leading lasernet on their new path of growth.
"Separating Formpipe and Lasernet into two independent search entities required a very considered approach. POLARIS provided clear, practical guidance throughout the process and worked closely with all stakeholders to manage the transition effectively."James FooteSEO Director
