A Complex Website Migration At the start of the partnership, optimizations were carried out on two of Renson’s domains: renson.eu and renson-outdoor.com. Both websites were running on Kentico 11, but it was time to upgrade to Kentico 13. This involved a redesign, changes to the URL structure, content optimizations, and the consolidation of the two websites under a single domain name. The migration could not be completed all at once, but was carried out on a per-language basis. Over a period of approximately two years, various languages and sections were migrated, requiring thorough testing at every step. The website is used not only by consumers, but also by B2B customers and dealers in showrooms. Migrating by language (and sometimes even by website section) occasionally turned the migration into a challenging puzzle.
Regulations vary by country In Europe, there are no uniform regulations regarding ventilation (requirements) and permits for patio covers. This also means that Renson’s content optimizations cannot be translated directly, as legal requirements vary by country. This must be taken into account in the optimizations, because all content must be published in a legally compliant manner.
Needs vary by country Although Renson offers products in three categories, the specific needs for these products vary greatly from country to country. For example, there is much more sunlight in Southern Europe than in Northern Europe, which means that patio covers are used differently. The same applies to ventilation and sun protection. To effectively engage users, it’s important not to simply translate content word for word.
Multilingualism by Country Europe is Renson’s home market, and we work to improve search visibility in all languages. In addition to the varying regulations and needs in each country, we also have to account for multilingualism within individual countries. For example, SEO in Belgium targets both Flanders and Wallonia, and it’s important that we ensure discoverability across Europe—even for English-language search queries. For several countries (including Belgium and Switzerland), this means there is multilingualism within a single country.
No direct sales to consumers Renson does not sell its products directly to consumers on its own website. The Renson website serves as a source of information and inspiration for the B2C target audience, though it does include a configurator. The goal of the marketing efforts is to convince consumers of Renson’s high quality and innovations, after which they configure and/or order the products from a Renson dealer. The dealer then arranges for the installation or assembly of the products in question. Furthermore, it is not a foolproof method to measure how many website visitors make an appointment with a dealer as a result of the marketing efforts. Therefore, the strategy cannot be primarily driven by metrics such as ROI or CPL.