Migration and redesign of the Tracktor site on Webflow

Tracktor is a startup specialized in the rental of equipment between professionals and has thousands of active customers all over France. Find out why they called on Gemeos.
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Table of contents
Achievements
Webflow integration
Copywriting
SEO
UX/UI Design
tools used
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“Sacha & Sandro worked on the redesign and migration of our site with the following objectives: to have a unique and differentiating visual identity, to clarify the message and the value proposition, to streamline the customer journey and ultimately to generate more business opportunities. Very happy with the result and the numbers speak for themselves. Sacha & Sandro are competent, involved, conscientious, passionate and go the extra mile. I highly recommend them!”

Idir SITS SO BITTER
CEO @Tracktor SAS

background

Tracktor was founded by a construction engineer, the service was designed from the start to meet the needs of construction and building trades. They had a very BTP image, an even very TP image because of the yellow and black colors.

Their service has developed well since their first fundraising: their geographical coverage has largely extended to all of France, they now attract customers from all walks of life and have a totally different vision of their business.

They therefore decided to redesign their site (design + value proposition) and took the opportunity to migrate to Webflow for several reasons:

  1. Gain agility.
    The market/growth team is now autonomous and can make changes independently.
  2. Improve their performance.
    All pages were implemented in an internal, non-optimized and very rigid CMS.
  3. Free up bandwidth for the Product/Tech team.
    For subjects on which they have a lot of added value (specific functionalities, mobile application, etc.).
  4. Transforming their visual identity.
    Allows to make it more consistent with their leadership position.
  5. Adapt the site to their commercial discourse and vision

Issues

  • A large mass of pages to migrate (± 1000)
  • A large and evolving product catalog
  • A complex CMS architecture (Local SEO, FAQ & customer reviews per item, accessory management, filter system)
  • Have a scalable site that can be easily modified by the entire marketing team
  • Customized tracking (DataLayer setup)
  • A dense redirection plan

Design

Redesigning the design to be in line with the new branding, a lot of copywriting work was done to optimize the conversion and transcribe the value proposition in the best possible way. Vision Saas vs Marketplace with a focus on the product.

Before - After Tracktor redesign

Before redesign

After redesign

Realization of a design system

This rebranding was the perfect opportunity to set up ARMATURE, the Tracktor Design System, in order to gain consistency and productivity.

ARMATURE is composed of:

  • Brand assets (mission, values, tone of voice, etc.)
  • Graphic components shared between Designers
  • Component documentation (rules for using components)
  • Library of developed components (shared between Developers)

ARMATURE - Tracktor Design System

Webflow integration

Setting up a style guide

Ensuring the consistency and stability of the Tracktor site, it takes up the set of visual and functional guidelines from the ARMATURE design system above and makes it possible to establish a standard for the elements of the site, such as colors, fonts, buttons, forms, icons, etc. It also allows for effective collaboration between members of their team, and ensures consistency in all its elements.

Style guide Tracktor
Style Guide - Webflow

Migration of SEO pages

Once the guide style was set up in Webflow, we focused on SEO pages:

  • blog
  • Guides
  • Local pages - location {equipment} + {city}

A lot of redirection work has been put in place to counter the debts caused by the technical rigidity of their historic in-house CMS.

Pages à caractère SEO Tracktor
SEO pages

Migrating static pages

The logical next step was the integration of static pages:

  • How does it work?
  • Customers
  • Benefits
  • Who are we?
  • Deals
  • Sectors
  • Etc

Pages with a lot of copywriting challenges but a relatively simple integration

pages statiques Tracktor

Catalog migration

Macro diagram of the CMS architecture:

The migration of the catalog required a bit of thought, especially for the construction of the CMS architecture:

  • Definition of collections
  • Relationship between collections
  • SEO optimizations

Setting up personalized tracking

With the major challenges of lead generation and quote generation, Tracktor needed personalized tracking to track all relevant data such as the origin of their leads, the analysis of their conversion funnel or even the feedback of conversion values in GA. To do this, we set up a DataLayer that reports all this data into GTM, allowing them to do all their analyses.

DataLayer example - Article page

A responsive integration of course

A responsive website has become a necessity for any business looking to offer a quality user experience and remain competitive in today's digital world.

Results

The migration, which included a significant number of pages, SEO constraints and personalized tracking, was successful.

  • A marked improvement in the technical performance of the site
  • No loss of traffic. Because yes, during a migration, the most important thing is already not to lose SEO position and to maintain your traffic.
  • Big gain in agility for the market/growth team who will be able to have fun
  • Bandwidth freed up for the product/tech team to focus on the product
Lighthouse score after migration - Tracktor

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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