RAM Tracking: full rebrand and rebuild across 3 markets on Webflow

RAM Tracking, a UK vehicle tracking provider serving fleets across the UK, US, and Canada, was heading into a group-wide rebrand. Its parent company was repositioning as Klipboard, and RAM's website had to carry the new identity. The old site could not.

The stakes were concrete. The site ranks on page one for advice content like its guide to vehicle tracking laws for UK businesses, competes for the industry's head terms (vehicle tracking, fleet tracking, van tracking, fleet management software), and carries the daily customer login flow. A botched migration would put pipeline and customer access at risk in three markets at once.

Strategy

We mapped the entire site before designing anything. A content framework spreadsheet defined every page in the new structure, so RAM's team always knew what to write and we always knew what to build. We preserved the existing URL structure to protect rankings and imported the redirect map into Webflow. The working model was clear from week one: RAM writes content, we design and build, with pages moving through the pipeline on a weekly cadence.

Design

Design ran as a 7-week phase in Figma, starting with the design system: navigation, footer, typography, and the component set every page would be assembled from. Art direction came from working sessions with RAM's Marketing Director, and it got specific: a grittier look inspired by the trade businesses RAM serves, the RAM signal icon used subtly, orange accents, hand-drawn arrows and highlighter marks in the visual language, and real people instead of stock photography in the testimonials.

For the homepage we designed multiple colour directions and presented them side by side; the client picked the strongest elements and we consolidated them into one design that went to management for sign-off.

Then the rebrand landed mid-project. In March, the Klipboard brand integration was confirmed and the palette changed. We re-implemented the new colours across the entire design, rebranded every product screenshot and visual, and created new graphics where assets did not exist, all managed through a shared Figma review workflow with the client, without moving the launch date.

Development

We built the site in Webflow with CMS collections for blog, case studies, testimonials, careers, and author bios. Webflow Localization powers three locales: UK as primary, US, and Canada. Specific systems built:

• Per-locale content controls. When the client's blog sheet marked UK-specific posts for all locales, we caught it in review and scoped locale visibility post by post.
• Three calculators. Two built by us, one integrated from RAM's own developer as an iframe.
• Lead capture. Four forms via Heyflow embeds, verified with live test submissions before launch.
• Integrations. Trustpilot reviews, GSAP animations, and a full Google Tag Manager audit covering chatbot, cookie consent, and accessibility widgets.

Industry pages were built directly in Webflow from a template to move faster than a full design pass. Every page went through three-level QA: developer, designer, then an independent specialist, with client review running through Feedbucket on staging.

Launch and SEO

We ran a full Screaming Frog audit before launch and fixed every finding. When we proposed 10 additional hours of manual pre- and post-launch SEO checks, the client approved within five minutes. On June 15 we guided RAM's IT team through the DNS cutover live: the site was verified, published, and secure 80 minutes after the DNS change. Post-launch we fixed the Search Console sitemap submission, resolved duplicate content within days, generated llms.txt, and ran a performance pass that cut tag manager bloat: one review widget alone was loading three times on every page.