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The Yardstick That Vanished
A $9.4M health tech company's identity crisis and rebirth
Some companies fight for brand recognition, while others actively abandon it. getyardstick.com is a digital ghost—a $9.4M health tech operation that erased its own identity to become Meazure Learning. This is the story of a company that chose anonymity over legacy.
"In February 2022, Yardstick didn't rebrand—they performed a digital vanishing act."
The Identity Trade-off
Yardstick operates in the health industry with a lean 72-person team generating $130K+ revenue per employee. But here's the contradiction: they have a functional website with 2,740 monthly visits, yet they're actively migrating everything away. The domain still exists as a technical artifact, but the brand is officially dead. This isn't a pivot—it's a controlled demolition of market presence.
The Traffic Paradox
Despite the rebrand to Meazure Learning, the old Yardstick domain still pulls 2,740 monthly visits with 52% coming from organic search. The top keyword 'yardstick' alone commands 9,330 monthly searches, yet the company is walking away from that equity. Even more telling: 'meazure learning' only gets 2,210 searches—less than a quarter of the old brand's volume. They're trading proven search authority for a fresh start.
The tech stack tells a story of pragmatic engineering over flash. jQuery, Bootstrap, and Tailwind CSS—no fancy frameworks, just battle-tested tools. Cloudflare for security, Google Analytics for tracking, and a simple RSS feed. This is infrastructure built for reliability, not to impress tech bloggers. The presence of 'yardstik api docs' as a keyword suggests they maintained developer relations even during the transition.
- Revenue per employee: ~$130K (efficient for health tech)
- Traffic retention strategy: 31% direct traffic shows brand stickiness
- Tech debt management: Still running jQuery/Bootstrap despite rebrand
- Search equity sacrifice: 9,330 monthly 'yardstick' searches abandoned
The Rebrand That Raises Questions
When a $9.4M company ghosts its own brand, the 'why' matters more than the 'what'
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Yardstick Assessment Strategies
As of February 28, 2022, all content from this website has been migrated to www.meazurelearning.com as a part of our overall rebrand to Meazure Learning.
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About getyardstick.com
As of February 28, 2022, all content from this website has been migrated to www.meazurelearning.com as a part of our overall rebrand to Meazure Learning.
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Technology Stack
getyardstick.com uses 15 technologies across their website including HSTS, PHP, WordPress, and more.
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HSTS
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PHP
CMS
WordPress
CDN
cdnjs
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Cloudflare
Marketing Automation
HubSpot
Traffic & Audience
getyardstick.com receives approximately 2.7K monthly visitors and ranks #6,386,301 globally. The website has a bounce rate of 32% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:15 on the site.
The majority of getyardstick.com's traffic comes from .
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