Beumer Groups Global Rebrand

Background of the Partnership

Located in Beckum, Germany, Beumer Group (BG) is nearly a century old and employs more than 4,500 employees in up to seventy countries. Beumer Group provides intralogistic solutions for clients including Hermes, UK Mail and the Changi airport in Singapore, to name a few.

Due to a recent business acquisition spree, BG needed a new website

1. to properly advertise its product and industry range.
2. with the possibility to serve as a lead generating tool for visiting prospects from dozens of key markets, with localized content and contact persons.
3. that stays secure, responsive and high-performing throughout the entire browsing experience of any visitor.

Finding a Sweet Spot Between UX and Performance

During initial consultations, it became clear that one of the high priority elements of the website relaunch was finding the best way to showcase the newly acquired businesses and products that BG has recently added to its portfolio.

After research and consultation with our SEO contractor and long-time collaborator, Adam Vradenburg we decided to solve the performance issue by moving individual product offerings at the forefront, while at the same time leaving space for information about industry categories on the new website.

During the performance monitoring of the new website structure however, we observed a significant decline in visits to individual product pages. This could only mean two things: potential prospects are finding it hard to find product pages, or google algorithms are not rewarding the current structure of the new website.

After research and consultation with our SEO contractor and long-time collaborator, Adam Vradenburg we decided to solve the performance issue by moving individual product offerings at the forefront, while at the same time leaving space for information about industry categories on the new website.

Helping BG Manage Content Across 70+ Markets

With potential prospects visiting the website from over 70 countries, personalization of content and contact information has always been of extreme importance to our partner.

Due to our component-based approach to development, it was easy for us to come up with a custom module solution, which we have placed at the bottom of each subpage. Depending on whether the prospect would be visiting from North America or Western Europe, they would be presented with contact information for a sales representative in their country of residence.

To make Beumer’s marketing teams work easier, we implemented a reusable contact list into the module. This means that our partner’s content managers can now add new contacts and automatically assign them to all relevant markets, industries and pages with one just input.

It was important for us to give Beumer the option to use the geotagging component to also localize content per different country websites. This especially came in handy when localizing content for China, where BG spearheads large-scale construction projects. In China, heavy internet restrictions meant we needed to substitute embedded multimedia and content like YouTube and Vimeo for local alternatives.

Improving Performance Starts With The Database and Servers

Performance and PageSpeed are of utmost importance for any website, let alone a major content hub spanning multiple industries, divisions and markets. Our idea of segmenting and serving localized content isn’t only important for the prospects’ individual experience. It’s important for Google Algorithms too. Research shows that Google will reward content that is located closest to the website language area the prospect is searching from.

This is why we have set up BG’s Cloudflare website infrastructure across its key regions. The use of Cloudflare also allows us to cache the website at the edge, which means that, in an event of an unforeseen crash, the visitor’s experience remains undisturbed.

What started as a website relaunch project alongside design agency Thinkmoto, resulted in a long-term partnership between BG and us that’s continuing to this day. Since 2018, we have been working with BG on continuously improving the website’s marketing, security and overall experience.