Kerridge Commercial Systems had four decades of history and a portfolio of software products sold under multiple legacy brands. The group repositioned all of it under one name: Klipboard. A rebrand that size lives or dies on its website, and the existing HubSpot CMS setup carried the old world: regionalised folder structures, legacy product names, and content spread across brands.
The scale was the hard part. Sector hubs with up to 20 sub-pages each. Products spanning ERP, field service, wholesale distribution, automotive, and rental. Eight regional variants in four languages: UK, US, South Africa, Australia, the Netherlands, Belgium in both Dutch and French, and Sweden. Reviewers and stakeholders on three continents, each needing to sign off on their own market.
Strategy
We started before the contract was signed, because the client's timing mattered more than our paperwork: sitemap in Figma, full wireframes, mood boards, multiple art directions, and a content framework spreadsheet that became the single source of truth for every page in every locale. The UX deep dive we ran went past the contracted scope, and the client noticed: "That effort is genuinely appreciated."
Design
Template-first design is what makes hundreds of pages survivable. 26 unique Figma pages carried the entire system, and everything else was assembled from it in development.
On top of that we ran a dedicated design-assets program, adapting visuals for 133 advanced sector, industry, and product pages so the depth of the site did not flatten into one repeated layout. Our designers worked alongside the client's UI designer and our developers throughout the build, not just at handover.
Development
We built on Webflow Enterprise, establishing the component and variant systems in the first weeks so the rest of the site could be assembled at speed. Webflow Localization powers all 8 regional locales with per-region content control.
Content population, FAQ merging, blog migration, and metadata all ran through our team, including diagnosing a corrupted metadata file that had cross-contaminated the regional tabs before anyone else caught it. With our schema partner we rolled out JSON-LD across 253 pages: Organization and WebSite entities on a connected graph, plus Service, FAQPage, CollectionPage, and BreadcrumbList types with per-region areaServed logic. The client's own search specialist reviewed and approved it batch by batch.
Launch and SEO
Redirect mapping covered legacy product renames, Unicode URL variants, and a full missing-pages reconciliation across both the old and the new structures. Pre-launch QA ran as a joint sprint with the client's search specialist across three staging audit rounds. Between the first and second crawls alone, client-side errors dropped from 566 to 269 and server errors went from 5 to 0.
Regional teams reviewed their own locales through managed Feedbucket windows, with a coordinated close so launch content froze cleanly instead of drifting. The DNS cutover ran on 25 August 2026. Every page carries a full hreflang cluster to all 8 regional equivalents plus x-default, so each market is served its own version rather than competing with the others in search.
The Results
| Metric | Result | Context |
|---|---|---|
| 1,556 URLs | Live across 8 regional locales | UK base plus US, South Africa, Australia, Netherlands, Belgium (NL and FR), and Sweden |
| 4 languages | English, Dutch, French, Swedish | Webflow Localization with per-region content control |
| 6,082 hreflang annotations | Every page mapped to its 8 regional equivalents, plus x-default | The signal Google uses to serve the right market the right page |
| 253 pages | Comprehensive JSON-LD schema | Organization and WebSite entity graph, approved batch by batch by the client's search specialist |
| 133 advanced page designs | Dedicated design-assets program | 26 unique Figma pages carried the template system across the whole site |
| 566 to 269, and 5 to 0 | Client-side and server errors cleared before launch | Joint staging QA with the client's search specialist across three audit rounds |
| Second build for the group | After RAM Tracking launched June 2026 | Same Webflow Enterprise workspace, same team, post-launch phase already underway |
Services we delivered
- Web Design: sitemap, full wireframes, mood boards and multiple art directions, a 26-page template system, and a design-assets program covering 133 advanced pages
- Webflow Enterprise Development: component and variant systems, CMS architecture, and 8-locale localization
- Migration: HubSpot CMS to Webflow, content population, blog migration, metadata import, and 301 redirects covering legacy product renames
- SEO, Schema, and AEO: 253 pages of JSON-LD on a connected entity graph, full hreflang clusters, and three audit-response cycles before launch
- Multi-region QA and launch: managed Feedbucket review windows across 8 locales, coordinated content freeze, and a guided DNS go-live
Meet the team
The people who brought the project to life.
