A category buyers did not understand yet
Sprii is a Danish live shopping platform: brands use it to host live shopping on social media and on their own website at the same time. When we started, live shopping was new in e-commerce and most buyers could not say how it differed from any other sales channel. Over two years we rebuilt the website three times, improved its performance by 68%, moved it from WordPress to Webflow and launched a new brand on it.
Here is the order we did it in, and why. The summary is on the Sprii case study.
Features instead of benefits
The site listed what the product did instead of explaining why it mattered. The design was inconsistent and the WordPress site was slow. For a new category that is a double problem: visitors arrive without the vocabulary to understand a feature list, and a slow site loses them before they try.
The goal became three things: make Sprii the main educator in live shopping, funnel all traffic to one call to action, and later launch the new brand on a site that scales.
Fix WordPress first, then migrate
We did not start with a new platform. We improved UX, SEO and performance on the existing WordPress site first, and made it 68% faster. Migrating is expensive and risky; it is only worth it when there is a reason bigger than the platform itself.
That reason came with the new brand. A rebrand means touching every page anyway, so it was the right moment to move to Webflow, on a short timeline.
Show how it works, and send everyone to one place
Every page now leads to one call to action: book a demo. Traffic from content and search ends in a sales conversation instead of scattering across pages. Custom visuals and interactive sections show how live shopping works rather than describing it.
Together with SEO specialists we added industry pages and multilingual content, first with WPML on WordPress and then in the Webflow CMS, to capture search demand from the verticals Sprii sells to.
A new brand on a site that scales
The new brand launched on a rebuilt Webflow site with a dynamic CMS, mega menus and a component library, so the team adds pages without a developer. Around it, we helped build an in-house studio that produces e-books, whitepapers, custom visuals and video to educate the market.
The lesson for anyone selling something new: the website has to teach before it can sell. Fix speed and structure on what you have, move platforms only when there is a reason, and give every page the same next step.
What changed
If your product is hard to explain, our websites and web apps work starts with what buyers need to understand before they will book a call.
