Case study · B2B software publisher (SaaS)
Redesign and rebrand of a B2B SaaS publisher’s international website on custom WordPress
Rebuilding a multilingual, well-ranked showcase and conversion website without breaking production — what a WordPress redesign at this level really demands.
- Role
- Custom WordPress design & development, subcontracted (white label)
- End client
- An international B2B software publisher — anonymised
- Technical foundation
- WordPress · PHP 8.1 · WPML · Platform.sh
- Scope
- Redesign & rebrand, custom theme, content model, flexible landing pages, multilingual, SEO/performance/security
Redesigning the website of a software publisher that sells internationally is not a matter of “changing the look”. It means rebuilding a showcase and conversion website — multilingual, fast, well ranked — without breaking what exists or the production environment. Here, on a real project delivered under white label, is what a WordPress redesign at this level demands, and how we keep it on track over time.
In short: a redesign and rebrand of a B2B SaaS publisher’s international website, on a custom WordPress theme (no page builder), with a rich content model (success stories, resources, glossary, events), flexible ACF-driven landing pages, a multilingual site at scale (WPML), structured data for SEO, and continuous deployment on a cloud platform. Role: design and development, as a subcontractor.
A rebrand, not just a new coat of paint
A rebrand touches everything: visual identity, page structure, tone, conversion journeys. The trap is to treat it superficially — repainting an existing theme — and end up with an inconsistent website that is hard to develop further. We treated it as an in-depth redesign: a rebuilt theme, a clear component system, and a sound foundation for future campaigns.
A custom WordPress theme, designed as a design system
The heart of the project is a custom theme, with no proprietary page builder. The styles are written in Sass on a Bootstrap base, compiled by a Gulp + PostCSS pipeline (autoprefixer, px→rem conversion for accessibility and responsiveness, inline SVG). The result: identical rendering everywhere, optimised CSS (minified, with sourcemaps), and above all a theme that any WordPress developer can take over — not a black box.
| Choice | Why |
|---|---|
| Custom theme | Zero dependency on a page builder; control over performance and markup |
| Sass + Bootstrap | A consistent design system, reusable page after page |
| Gulp / PostCSS build | Optimised CSS, automatic px→rem, inline SVG — accessibility and page weight under control |
A content model that serves conversion
A software publisher’s website is not just a set of pages: it has to bring proof and resources to life. We built a dedicated content model — several custom content types: client testimonials, a resource centre, a glossary, events, demo areas, expert pages. Each has its own template, data and SEO. This is what lets the marketing team publish quickly, without asking for development work for every campaign.
Flexible landing pages, without a page builder
Campaigns need pages that can be put together quickly, but within clear limits. We delivered a system of flexible sections driven by ACF: the team assembles its pages from approved blocks (hero, proof, logos, calls to action, forms), with minimal header and footer variants for conversion funnels. The freedom of a builder, without a builder’s mess or technical debt.
Multilingual at scale
Selling internationally requires real multilingual support, not a translation bolted on. The website relies on WPML: content, interface strings, media and SEO per language are translated and managed properly, with custom fields that are multilingual too. Each market has its own URLs, tags and SEO — an essential condition for existing on Google outside your home country.
SEO and GEO: making the website readable by Google and AI
Beyond tags, we integrated custom structured data (JSON-LD) — Product, FAQ and SoftwareApplication schemas — so that product and FAQ pages are eligible for rich results. The website also exposes an llms.txt file, so that AI answer engines read it correctly. This is exactly the kind of work that makes the difference between “a website that is online” and “a website that is found”.
Performance, security and continuous deployment
An international corporate website must be fast, secure and deployable without stress. On performance: automated image optimisation, caching and database clean-up. On security: an application firewall, hardened login and well-managed redirects. On operations: managed cloud hosting (Platform.sh) with continuous deployment, isolated environments and reproducible releases. This is what makes it possible to deliver often, without breaking production.
Taking over or developing a corporate WordPress website
This is the point that interests an agency: can such a website be taken over and developed further? Yes — because it is built properly: a readable custom theme, a documented content model, a standard build, well-managed multilingual support and tooled deployment. We know how to audit an existing corporate WordPress website, understand its content model, and extend it without rewriting everything.
Frequently asked questions
Why a custom theme rather than a page builder?
For performance, accessibility and longevity. A custom theme produces clean, light, well-controlled markup that any developer can take over — whereas a page builder weighs pages down and locks the website into a tool.
Can an existing multilingual WordPress website be taken over?
Yes. We audit the content model, the WPML configuration and the theme, then develop the site further without rewriting everything. Multilingual support done well is precisely what makes a healthy takeover possible.
What does international SEO change technically?
URLs and tags per language, translated strings and media, structured data, and discoverability (including by AI) designed market by market. It is architecture work, not a plugin you switch on.
Do you work under white label for agencies?
Yes, it is a large part of our work: we work as subcontractors, under your brand, on demanding WordPress and Drupal projects — design, development, takeovers and maintenance.
In short: redesigning a software publisher’s international website is architecture work — a custom theme, a content model, multilingual support, SEO/GEO and tooled deployment. Done properly, the website becomes fast, findable and, above all, easy to take over — which is what every agency that delegates is looking for.
Full-stack & AI web development studio — Drupal, WordPress, accessibility.