Introduction

HeronTrack is a Belgian SaaS company helping construction and field-service teams keep track of tools and equipment with intelligent sensors, real-time location, theft prevention and maintenance planning—all for a low monthly cost per asset.Their solution was proven and trusted, but their online presence lagged behind. The old WordPress site was difficult to manage, visually unconvincing and hard to find in search. It didn’t support investors, partners or operational decision-makers the way it should. HeronTrack asked SKROL to rebuild their digital foundation.

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Situation

HeronTrack operates in a focused, high-expectation niche: digital tool tracking and asset management across complex worksites. Their audience—CEOs, logistics managers, asset managers and industry leads—needs direct answers: How does this help my department? How does it work in my environment? Is this reliable?The previous website didn’t provide that clarity. Messaging was generic, structure was limited, and adding new content or languages risked breaking layouts. As a growing SaaS company relying on demos and inbound leads, this fragmented setup slowed down sales, complicated marketing and weakened credibility, especially in front of investors.Multilingual communication was essential, with Dutch, French,German and English audiences to serve. The earlier implementation didn’t handle this well, which hurt both user experience and SEO. The core objectives: clarify the offer for each target group, build a scalable and multilingual Webflow setup, maintain and improve SEO performance, and make the website a real driver for demos and trust.

Our role

SKROL supported HeronTrack end-to-end: defining strategy and sitemap, translating their value proposition into clear UX flows, designing a clean and confident interface, rebuilding everything in Webflow, implementing a multilingual CMS setup, aligning SEO and redirects, and training their team to manage and grow the platform independently.

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Approach

We began with structure and segmentation. Instead of one generic story, we mapped how different roles and industries evaluate HeronTrack—then shaped content and navigation around those needs. The goal: visitors should instantly see themselves in the experience and understand why HeronTrack is built for them.Because HeronTrack is both technical and operationally practical, our focus was to keep explanations concrete and accessible. We structured benefits around location, maintenance and security while preserving enough detail for critical decision-makers.SEO and scalability were built in from day one. URL structure, multilingual logic and internal linking were designed together with their SEO priorities, so the redesign would lift performance, not reset it.

The solution

UX & structure

A key part of the new UX is a dedicated flow by department and industry.From the “Solutions” navigation, visitors can choose tailored pages—for example CEO, Logistics Manager, Asset Manager, or sectors like Construction and Glass. Each page speaks directly to that audience’s responsibilities, pain points and gains, while pointing clearly towards booking a demo.This persona-and-industry-based architecture turns a complex offer into a guided experience. The homepage introduces the core promise; the solutions menu and landing pages deepen relevance; and demo/contact CTAs are consistently available without being intrusive.

Visual direction & UI

We created a clean, minimal and spacious interface that reflects a mature SaaS product. Clear typography, structured layouts and consistent spacing keep focus on the content and proof points.Custom illustrations help visualise how tags, GPS chips and the platform connect across sites and roles. The overall feel is practical and trustworthy rather than flashy—supporting serious B2B decisions in construction and logistics environments.

Design system

In Figma, SKROL built a modular design system: navigation components, solution tiles, persona cards, feature sections, testimonials, CTAs and content blocks. This library translates 1:1 into Webflow, enabling the HeronTrack team to launch new pages, audiences or languages without fragmenting the brand.

Webflow development

We implemented the site in Webflow with a clear class structure and reusable components for layouts, sections and solution elements. The site is fully responsive and tested for realistic usage scenarios across devices on and off site.Additional components were developed to support ongoing campaigns and product storytelling, making it simple to highlight new features, case studies or industries as HeronTrack grows.

CMS & content management

Using the Webflow CMS, we set up scalable collections for:

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• The Solutions
• Blog/Insights
• Team
• Reviews & references

These collections are connected across languages and solution pages. Content editors can publish updates once and link them intelligently, keeping everything consistent across Dutch, French and English while avoiding manual duplication chaos.

SEO & performance

SEO and technical hygiene were treated as core requirements. we Implemented:

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• 301 redirects from the old site.
• Structured URLs and language variants for clean indexing.
• Optimised assets and markup for fast loading.
• Set up clear meta titles, descriptions and headings aligned with target queries.

The result is a stronger, search-friendly and multilingual foundation that supports continuous optimisation.

Launch, training & support

Before launch, we validated redirects, tracking and the multilingual behaviour across the three languages. SKROL trained the HeronTrack team on managing CMS items, language variants and components in Webflow, ensuring they can adapt the platform as the product and markets evolve.Fast feedback loops throughout the project kept decisions sharp and execution efficient.

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Results & impact

The new HeronTrack website reflects the quality and focus of the product. Decision-makers can navigate via their department or industry, read a story written for them, and move smoothly towards booking a demo. The experience is clearer, more credible and aligned with how B2B buyers actually decide.

With the new structure, multilingual setup and clean technical implementation, their SEO partner now operates on a far better foundation. Early results show increased impressions and positive search performance, confirming that the move to Webflow strengthened both visibility and stability.