National Sign Team
Nationwide commercial sign programs, Nationwide
Six design directions, then a move off Duda to 200-plus pages with all 212 known URLs kept, an admin portal and a Content Studio.
212 of 212known URLs kept working through the move
Vintage toy and pop culture collectibles dealer and collection buyer | Brooksville, FL
Ben's Toy Chest: a website migration built to reach collection sellers
Ben's Toy Chest buys and sells vintage action figures and pop culture collectibles from Brooksville, Florida, with two live auctions a week and collection buying nationwide. Our website migration moved their one-page Duda site to Vercel and grew it to 14 pages, with new pages built for the people they buy from: collection sellers.
- Website Migration
- SEO
- Admin Portal
- Custom Web App
1 to 14
pages Google can index, up from a single Duda page
The Duda sitemap listed 1 URL; the new sitemap.xml lists 14 (October 20, 2026).
Page 1
on Google for ThunderCats seller searches, about a week after the page went live
Google Search Console, 28 days ending October 8, 2026; page live September 30. Example: 'sell thundercats collection' at average position 7.7.
16 of 16
site addresses tested correct on the live domain at launch
Live requests on September 15, 2026, including legacy Duda paths and store redirects.
6
new seller and value pages
Published September 29 and 30, 2026, each with FAQ, Service and breadcrumb schema.
About Ben's Toy Chest
Ben's Toy Chest is a vintage toy and pop culture collectibles dealer based in Brooksville, Florida. They sell graded and loose action figures through two live Facebook auctions a week and an eBay store, and they buy single pieces and whole collections nationwide. This website migration had to keep the dark, retro look they already had while finally giving sellers a place to land.
Why They Came to Us
We started with a marketing audit in August 2026. The website was a single Duda page, the Duda subscription was being switched off, and nothing on the site could rank for the people they most want to hear from: sellers.
- The Duda site was a single page: the menu linked only to Home, the sitemap listed 1 URL, the blog feed had no posts, and a template placeholder email still showed on the page.
- Google already showed the site for seller searches like 'sell tmnt collection' and 'where to sell thundercats action figures', but with no seller page to land on, 16 months of those searches produced zero clicks.
- Their Facebook ads ran without measurement: no tracking pixel on the ad account, no custom conversions, and none of the 10 active ads linked to the website.
- Web leads arrived only as emails to their general inbox, with nowhere to track or work them.
What We Proposed
We proposed one system built in phases, measurement first, with the website rebuilt off Duda and a seller strategy based on what sellers actually search.
- A phased roadmap from the August audit, built as one system in weekly working sessions, with measurement first because every later phase depends on its data.
- Rebuild the Duda home page faithfully on Vercel, add a blog, keep their Fredoka and Orbitron brand fonts, and keep their other sales channels linked.
- Measure the client's own phrases before writing seller pages, then target the two questions sellers ask: is it worth anything (about 3,500 searches a month) and where do I sell it (about 4,500).
- Focus on what they actually buy: action figures and pop culture collectibles, not Tonka, Hot Wheels, Matchbox or dolls, even though those draw more searches.
The build
What We Built
Website migration
A faithful Duda to Vercel rebuild, launched September 15, 2026, with nothing left depending on Duda.
- Every section of the Duda page rebuilt, with every image and video brought across and no files left loading from Duda.
- A full capture of the old site archived, since it cannot be taken again once Duda is off.
- www.benstoychest.com as the main address with the bare domain redirecting to it, and their Microsoft 365 email and verification records at GoDaddy left intact.
- 11 redirect rules covering old Duda paths, store links, an editor shortcut and a truck QR code, with all 16 addresses we tested correct on the live domain at launch.
- A site-wide drop-down menu, a new blog with 4 posts on grading, selling and live auctions, and site edits by the client's own team in My AI Editor from launch day.
Seller pages and quote form
Six seller and value pages plus a stepped quote form, built around what sellers actually search.
- A Sell Your Toy Collection main page, a What Are My Old Toys Worth page, and pages for Star Wars, Transformers, G.I. Joe and ThunderCats collections, each with FAQ, Service and breadcrumb schema.
- Line-specific detail on every franchise page, like card backs, tech specs, file cards and LJN waves, instead of one template with the name swapped.
- A stepped Sell Us Your Collection form that saves contact details as a lead the moment a seller moves past step one.
- Step two asks how they came to have the collection and how big it is, and up to six optional photos are resized in the browser before upload.
- The thank-you page appears only after the server accepts the submission, and lead alerts send from the client's own domain.
Measurement
Tracking built into the new site, where the August audit had found none on the ad account.
- Meta Pixel on every page from launch day, behind a privacy check, recording form leads and phone taps.
- GA4 with Consent Mode, tracking leads, qualified leads valued by collection size, phone clicks and email clicks.
- First-touch traffic source attribution on every form.
- A truck QR code that redirects through a temporary, tagged link, so scans show in GA4 and the printed code can be repointed without reprinting.
Admin portal
A Seller Quotes back office, live October 9, 2026, so every web lead lands in one place.
- Seller Quotes shows each seller's details with up to six photo thumbnails inline, a state filter and a count of how many sent photos.
- The first WES admin portal to show a lead's photos right in the list.
- Inbox, a leads pipeline with an Add lead button, Spam and Blocked, and a blog page.
- Brand colors swapped for readability: the deeper brand blue #2253a1 (6.98:1) leads, because the signature #26a9e5 reads only 2.50:1 on a light background.
- The client team's existing My AI Editor login simply gained the portal, with no new invite needed.
Inventory app
A mobile-first inventory app with two-way eBay sync, built with the client's developer.
- Unit-level tracking for graded and raw collectibles, made to work on a phone at a show or a buy.
- Scheduled two-way eBay sync and a listing queue that posts everything priced as Buy It Now in one pass.
- Graded-slab subgrades captured off the label, weighted-average cost and days in inventory.
- A report of the total value of stock not yet listed.
Problem solving
How We Solved the Hard Parts
The client's words had no search volume
We measured ten phrases the business used for this audience, like 'sell inherited toys' and 'estate toy buyers', and every one returned zero monthly searches. So the pages speak to inheritors in the copy but target what sellers actually type: what old toys are worth and where to sell them.
No page for sellers to land on
We built a main seller page, a value page and four franchise pages, each with real detail about that toy line. About a week after it went live, the ThunderCats page was on page one of Google for ThunderCats seller searches.
Sellers who cannot price what they have
People clearing an inherited collection or a storage unit rarely know what it is worth, so the quote form asks how they came to have it and how big it is instead of a dollar range.
Photos too big for the upload limit
Sellers can attach up to six photos. The browser resizes each one to 1600 pixels before upload, so a two-photo submission measured 103KB, well under the hosting platform's 4.5MB request cap.
A brand blue that fails contrast
On the old site, white text on the brand blue measured 2.66:1, so filled buttons now carry a dark label at 6.66:1, and the admin portal leads with the brand's deeper blue instead.
Results
The Results So Far
The site went from one page to 14 indexable pages, and every address we tested on launch day was correct, including old Duda links. About a week after the ThunderCats seller page went live, it was on page one of Google for ThunderCats seller searches. Seller quotes now land in the admin portal with any photos the seller adds, instead of existing only as emails.
It is early, so we are not reporting traffic or lead trends yet. What we watch next: seller quote requests by collection size, rankings for each franchise page, and which seller searches bring people in.
Page counts come from the old and new sitemaps, address checks from live requests on launch day, and the ranking from Google Search Console for the 28 days ending October 8, 2026.
Timeline
Project Timeline
- Kickoff and marketing audit with a phased roadmap
- Inventory app build begins with the client's developer
- Duda site migrated to Vercel and launched, with a new blog
- Seller keyword research and the Sell Your Toy Collection main page
- Value page and four franchise seller pages published
- Admin portal with Seller Quotes live
- Stepped seller form with step-one lead capture
Questions
Questions About This Project
What carries over when you move a site off Duda?
For Ben's Toy Chest we rebuilt every section of the Duda page, brought every image and video across and archived a full capture of the old site. On launch day all 16 addresses we tested were correct, and their Microsoft 365 email records stayed intact.
Can I still edit my site after the migration?
Yes. Their team edits the site in My AI Editor and made their first home page edit on launch day. The blog is set up for publishing from the same editor.
Can a website help a business buy inventory, not just sell it?
That is what the seller pages are for. They target the searches sellers make, the quote form qualifies by collection size, and seller quotes land in the admin portal with any photos the seller adds.
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