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I would avoid single page approach for SEO purposes. Homepage can have some keywords sprinkled on it, but it wont really matter much, Google is far more into topics than keywords alone these days, context. Also, your sub pages that are focused on particular topics/keywords will probably rank far better organically than your homepage for related keywords. So try to treat homepage as a generic landing page, the aim is to grab interest of visitor and have them interact with the site. A good idea is to find your major and well established/budgeted competitors and look up their homepages and see how they treat it, you will probably notice they are not text or keyword heavy or truly optimized in most cases. Try to start with award winning competition websites. awwwards is a good place to start for that and it has categories of business.

Thank you! Yes, that´s how I like to see it too.I was just a little worried that the high increase of "exact anchor links" could disturb google /Anders

Thank you Martijn! /Anders

Hi Anders, Great to hear it - best of luck! Sean

Thank you Chris! Yes, I think it would make sense include the old brand name for some time. "I can't imagine that it would do any harm so long as you do not change your new title tags also. This might become confusing in terms of branding for SEO." ...Not sure how you mean here? It´s a completely redesigned site

Thank you Jake! I appreciate your input and do see your point but since the links are completely optional and the linked page at our site basically serves as further explanation on the subject and what the sign/badge stands for…also after watching this https://moz.com/blog/weird-crazy-myths-about-link-building-in-seo-you-should-probably-ignore-whiteboard-friday I can’t help but thinking it would be overly cautious to explicitly tell customers to use nofollow /Anders