Multilingual WordPress Migration and Redesign for Userlane
Challenge
Userlane is a software company based in Munich specialising in interactive user onboarding and product adoption. Their website was actively working against them.
A full analysis surfaced three compounding structural problems. The site had been poorly built, with no coherent information architecture — visitors struggled to locate what they needed and the company's messaging failed to land. Content was mixed across different languages within the same site, producing genuine confusion for international visitors and undermining search performance in every market they served. And the content management system was rigid and limited, restricting the team's ability to create or restructure pages without external help.
For a company whose own product is about making software easy to adopt, a confusing website was a credibility problem as much as a commercial one. The brief was to fix the structure, resolve the multilingual mess, and hand control of the platform back to the marketing team — without losing the organic traffic and search visibility already accumulated.
Userlane is a software company based in Munich specialising in interactive user onboarding and product adoption. Their website was actively working against them.
A full analysis surfaced three compounding structural problems. The site had been poorly built, with no coherent information architecture — visitors struggled to locate what they needed and the company's messaging failed to land. Content was mixed across different languages within the same site, producing genuine confusion for international visitors and undermining search performance in every market they served. And the content management system was rigid and limited, restricting the team's ability to create or restructure pages without external help.
For a company whose own product is about making software easy to adopt, a confusing website was a credibility problem as much as a commercial one. The brief was to fix the structure, resolve the multilingual mess, and hand control of the platform back to the marketing team — without losing the organic traffic and search visibility already accumulated.
Solution
We ran the project in three connected workstreams.
Migration. We moved the existing site onto a newly built WordPress platform, preserving content and minimising disruption. The migration was planned around protecting existing search equity, since Userlane could not afford a traffic dip during the transition.
Design implementation. Working directly with Userlane's team, we developed a custom WordPress theme implementing their new design. The result introduced intuitive navigation, consistent brand elements and a properly organised structure — resolving the architectural problems rather than decorating over them. Multilingual content was untangled and given a clean separation.
Flexible CMS. We built a content management layer specific to their requirements, letting the team create and manage varied page types independently and scale their presence as the business evolved. This removed the external dependency that had constrained them.
We ran the project in three connected workstreams.
Migration. We moved the existing site onto a newly built WordPress platform, preserving content and minimising disruption. The migration was planned around protecting existing search equity, since Userlane could not afford a traffic dip during the transition.
Design implementation. Working directly with Userlane's team, we developed a custom WordPress theme implementing their new design. The result introduced intuitive navigation, consistent brand elements and a properly organised structure — resolving the architectural problems rather than decorating over them. Multilingual content was untangled and given a clean separation.
Flexible CMS. We built a content management layer specific to their requirements, letting the team create and manage varied page types independently and scale their presence as the business evolved. This removed the external dependency that had constrained them.
Results
Core Web Vitals reached 99 out of a maximum 100.
Organic traffic did not merely survive the migration — it increased. As Userlane's Marketing Director reported: "We haven't experienced any drop on the website traffic, on the contrary the organic traffic increased, the quality of leads has improved as well. Web core vitals reached the score of 99 out of max 100."
Lead quality improved alongside volume, which matters more than raw traffic for a B2B software company.
Operationally, the team now updates content, creates pages and adjusts their offering without external assistance. The structured layout and clear navigation let visitors find information efficiently, and the optimised architecture lifted engagement and search visibility together.
Their summary of the engagement: "The results were absolutely amazing! Their team has been extremely supportive and played an integral part in the success of the project!"
Core Web Vitals reached 99 out of a maximum 100.
Organic traffic did not merely survive the migration — it increased. As Userlane's Marketing Director reported: "We haven't experienced any drop on the website traffic, on the contrary the organic traffic increased, the quality of leads has improved as well. Web core vitals reached the score of 99 out of max 100."
Lead quality improved alongside volume, which matters more than raw traffic for a B2B software company.
Operationally, the team now updates content, creates pages and adjusts their offering without external assistance. The structured layout and clear navigation let visitors find information efficiently, and the optimised architecture lifted engagement and search visibility together.
Their summary of the engagement: "The results were absolutely amazing! Their team has been extremely supportive and played an integral part in the success of the project!"