Role
Head of Growth
Expertise
B2B SaaS website as a growth product
Duration
August - December 2025
Uberall’s website migration was a strategic growth and enablement project aimed at removing long‑standing technical and organizational bottlenecks that were slowing down go‑to‑market velocity, experimentation, and content scalability. The existing stack (Craft CMS, custom front‑end, agency‑dependent workflows) limited marketing ownership, slowed campaign execution, and made SEO, localization, and CRO difficult to scale.
The migration to Webflow was designed not as a pure technical replatforming, but as a growth enabler, tightly aligned with a broader brand refresh, updated product narrative, and international expansion strategy.
Key Takeaways
Website infrastructure is a growth lever, not a background system
CMS ownership directly impacts pipeline velocity
SEO, UX, brand and ops must be designed together to scale internationally
This project reinforced a core belief in my work: growth happens fastest when teams remove friction before chasing optimization
The Challenge
Uberall’s previous website constrained growth:
Bureaucratic publishing workflows that slowed down launches and tests
Weak international content structure that under-served key markets
Static UI/UX that limited funnel improvement
Organic visibility hindered by technical SEO fragmentation
Limited AI & personalization capabilities, the stack constrained future GEO/AI‑search readiness
This translated to slower conversion, higher operational cost and limited agility in a competitive SaaS category
Objectives
The migration was structured around four core objectives:
Increase speed‑to‑market: Launch new pages, campaigns and experiments in days instead of weeks
Modernize the brand & narrative: Align website UX, messaging and product architecture with the refreshed brand and vision
Build scalable SEO & localization foundations: Enable international growth across 5 core markets without compounding complexity
Reduce long‑term TCO & operational risk: Consolidate tooling, reduce agency reliance, improve security and compliance
What was done
Platform & Architecture
Migrated ~1,000+ high‑value pages to Webflow (from ~1,500 total URLs)
Consolidated CMS, hosting and front‑end into a single platform.
Implemented scalable localization for EN, DE, FR, ES, IT.
UX, Design & Content
Fully redesigned page templates and modular components
Introduced a new navigation and sitemap, aligned with updated product architecture.
Launched:
Updated product pages (with FAQs)
New use‑case and industry pages
New directory pages
Pruned and sunset outdated or low‑performing content (especially legacy blog posts)
SEO, Analytics & Compliance
Executed full SEO migration: redirect mapping, metadata, structured data and sitemap rebuild
Preserved tracking integrity
Ensured WCAG accessibility, GDPR compliance and DPA readiness
Operating Model
Shifted ownership from agency‑led to marketing‑led execution
Trained internal teams on Webflow CMS and publishing workflows
Established reusable components to support CRO and experimentation
Results (Measured, Actionable Gains)
Organic Growth & Competitive Metrics
+290% increase in organic clicks across priority markets
+287% increase in impressions, signaling improved discoverability
Uberall’s Share of Voice and Market Reach improved vs key competitors, evidence the SEO repositioning is moving the competitive needle
Conversion & Demand Impact
+35% MQL growth year-over-year among ICP-fit segments, proof that strategic site investment materially shifted lead funnel performance
Other projects
Aligning Marketing and Sales to optimize the funnel and accelerate pipeline growth
Breaking down silos between sales and marketing teams operating across several geographies
Consolidating and migrating websites for a unified brand experience
Unifying Hotjar, Heap.io into Contentsquare
Building Contentsquare’s integrated campaign “Digital Experience Benchmark Report”
Since 2020 yearly annual flagship report released across +14 countries and 5 languages