Reynchemie Website Redesign: How We Achieved +115% Organic Traffic Growth in 14 Months

When Reynchemie first reached out, they weren't looking for a complete website rebuild. They simply wanted to make some adjustments to their existing Webflow site.

Then I looked at the code.

What I found was a website so poorly built that making adjustments would take longer than starting from scratch. 14 months after the rebuild, the results justify that decision: +115% organic traffic growth, +157% more impressions, and #1 rankings for their core products.

This is the story of how a "quick adjustment" request turned into a complete transformation.

The challenge: a Webflow site built by non-experts

Reynchemie has been a trendsetter in the Belgian construction industry since 1988. They manufacture specialized products for restoration and renovation, including lime plasters (kalei), waterproofing solutions, facade cleaning products, and natural stone repair materials. Their clients are professional contractors and wholesalers who rely on technical expertise and product quality.

Their reputation in the field was solid. Their website was not.

What I found when I opened the source code

The existing site was built in Webflow, but it was immediately clear that the previous agency wasn't a Webflow expert. Webflow itself isn't a magic solution—and this project proved exactly why.

Here's what I discovered:

No naming conventions. Classes were named inconsistently or not at all. Finding and editing specific elements meant hunting through a maze of generic labels.

No class structure. Instead of a systematic approach like Client-First from Finsweet, the build was chaotic. Every element seemed to have been styled individually without any reusable system.

Inconsistent layouts everywhere. The site was a mixture of Flexbox, Grid, and the old Column layout—sometimes all on the same page. There was no consistency in how sections were structured.

No components. Repeated elements like product cards, CTAs, and navigation items weren't built as reusable components. Every instance was a separate, manually created element.

Unnamed div blocks everywhere. The Navigator panel was filled with "Div Block," "Div Block 2," "Div Block 47." Trying to understand the structure was nearly impossible.

No style guide. Typography, colors, spacing—nothing was systematized. Making a simple change meant manually updating dozens of individual elements.

This is how to recognize a bad Webflow website, and Reynchemie's site checked every box.

The honest conversation

When I sat down with Reynchemie, I had to be direct: "This website is so poorly built from a technical perspective that it would take me longer in the medium term to make adjustments than to build everything from scratch."

The code quality wasn't the only issue. The design itself looked unprofessional—it didn't reflect the expertise of a company that's been leading the industry for over 35 years.

I proposed a complete rebuild. We would start fresh, implement proper Webflow best practices, and redesign the site while respecting their existing brand guidelines and visual identity.

They agreed. And that's when the real work began.

Understanding how customers actually use the website

Before designing anything, I needed to understand how Reynchemie's customers actually interact with their website. This meant research—not assumptions.

What session recordings revealed

I analyzed session recordings of real users navigating the old site. Combined with conversations with the Reynchemie team about their customer base, a clear picture emerged:

The website was an informational resource, not just a brochure. Professional contractors weren't just browsing—they were actively using the site as a reference tool during projects. They needed quick access to specific product information.

Technical documents were heavily used. Product data sheets, application guides, and technical specifications were what customers came looking for. These files were critical to how professionals evaluated and used Reynchemie's products.

But finding those documents was a nightmare.

The three-click problem

The old product structure was three levels deep. If a contractor wanted to find a specific product like Hydrocreme 4, they had to:

1. Click on the correct parent category
2. Click on a subcategory within that
3. Click again on another grouping
4. Finally arrive at the product page

That's three or four clicks minimum—assuming they chose the right path. With no clear visual hierarchy, users often clicked the wrong category and had to backtrack.

Even worse, once they reached the product page, the technical files weren't prominently displayed. The most important information for professional users was buried below the fold, hidden among less relevant content.

This wasn't just bad UX. It was costing Reynchemie credibility with their most valuable audience.

Our strategic approach to the rebuild

Armed with this research, I rebuilt the site with clear priorities: professional credibility, findability, and a maintainable codebase.

Building with Webflow best practices

Unlike the previous build, this one followed established conventions:

Client-First naming convention. Every class follows Finsweet's Client-First system, making the site maintainable and scalable. Any Webflow developer can now open this project and immediately understand its structure.

Consistent layout system. Flexbox for component-level layouts, CSS Grid where appropriate—with clear, documented patterns throughout.

Component-based architecture. Repeated elements are built as symbols (components), so updates propagate across the entire site instantly.

Comprehensive style guide. Typography scales, color variables, spacing units—everything systematized so the Reynchemie team can make updates confidently.

Clean, named structure. No more "Div Block 47." Every element has a meaningful, descriptive class name.

This isn't just about code cleanliness. Proper Webflow structure directly impacts SEO and site performance.

Redesigning while respecting the brand

The visual redesign had to accomplish two things: look professional enough to match Reynchemie's industry reputation, and feel familiar enough that existing customers wouldn't be confused.

I kept their core brand elements—colors, logo treatment, overall tone—while elevating the typography, spacing, and visual hierarchy to modern standards. The result feels like the same company, just more polished and confident.

Solving the product findability problem

The biggest UX change was restructuring how products are organized and displayed.

Before: Three levels deep, no visual hierarchyCategory → Subcategory → Sub-subcategory → Product

After: One level deep, instant accessProduct overview → Product page

Now when users land on the products page, they see everything. Click a product, and you're immediately on that product page. No hunting through nested categories.

On the product pages themselves, I prioritized what professional contractors actually need:

• Technical files above the fold. Data sheets and application guides are immediately visible—no scrolling required.
• Application information prominent. How and where to use the product is displayed clearly at the top.
• Key specifications scannable. The most important technical details are formatted for quick reading.

This wasn't about simplifying for simplification's sake. It was about matching the site structure to how professionals actually work.

The solution: a website built for professionals

The new Reynchemie website serves two audiences: search engines and the contractors who use the site as a daily reference tool.

Information architecture that works

The restructured site follows a logical hierarchy that supports both SEO and conversion:

Product-first navigation. Products organized by application (waterproofing, lime plasters, facade cleaning) rather than internal codes that only make sense to Reynchemie staff.

Flat product structure. One click from overview to product page. Technical files immediately accessible.

Educational content integrated with products. Blog posts like "Chipperen of Kaleien" link directly to relevant products, creating pathways from research to product discovery.

Multilingual structure. Dutch, French, and English versions properly configured for Belgium's linguistic regions.

Technical foundation for growth

Beyond the visible changes, the technical foundation now supports long-term growth:

• Optimized images in modern formats with proper compression
• Semantic heading hierarchy on every page
• Strategic internal linking connecting related products and articles
• Clean URL structure with descriptive, keyword-rich paths
• Schema markup for products and organization information

Content strategy recommendations

I also advised Reynchemie on content opportunities based on what their customers are searching for:

Create how-to guides. Professional contractors have technical questions. Articles answering those questions attract qualified traffic and position Reynchemie as the expert resource.

Answer customer questions publicly. The questions their sales team hears repeatedly should become blog posts. If one customer is asking, dozens are searching.

Build educational content around products. Not just product specifications, but application advice, comparison guides, and best practices.

Several of their top-performing pages today are exactly this kind of educational content—proof that the strategy works.

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The results: +115% organic traffic growth in 14 months

Here's what happened after the August 2024 launch:

Reynchemie now ranks #1 for their core product terms—exactly where a market leader should be.

Top performing pages

The redesigned product and content pages are driving significant traffic:

1. Homepage - 2,903 clicks
2. Hydrocreme 4 product page - 904 clicks
3. Products overview - 863 clicks
4. "Chipperen of Kaleien" blog post - 854 clicks
5. "Why choose lime plaster" article - 828 clicks
6. RC Kalei product page - 807 clicks

The educational content I recommended is now driving almost as much traffic as the main product pages. That blog post about "Chipperen of Kaleien"—a comparison of facade techniques—brings in 854 clicks monthly. Professional contractors searching for guidance find Reynchemie, discover their expertise, and explore their products.

Beyond traffic: a website that works for professionals

The numbers tell part of the story. The other part is how the site now serves Reynchemie's actual customers:

• Contractors can find products in one click instead of three
• Technical documents are immediately accessible on every product page
• The site reflects the professional quality of Reynchemie's products
• The team can make updates without calling a developer

Key takeaways for B2B companies considering a website rebuild

Based on the Reynchemie project, here's what I've learned about achieving real results:

1. Sometimes a rebuild is more efficient than fixing. If your site's foundation is broken—no naming conventions, no component structure, inconsistent layouts—patching it will cost more time than starting fresh.

2. Understand how your customers actually use your website. Session recordings and customer conversations revealed that Reynchemie's site was a professional reference tool, not just a marketing brochure. That insight shaped every design decision.

3. Reduce friction to critical information. For B2B sites, this often means technical documents, specifications, and application guides. Make them impossible to miss.

4. Platform choice matters less than implementation. Reynchemie's old site was Webflow. The new site is Webflow. The difference is expertise in how it's built.

5. Educational content attracts qualified traffic. Answer the questions your customers are asking. Those how-to guides and comparison articles become search magnets that bring professionals to your site.

6. Results take time, but they compound. SEO improvements typically show initial results in 3-6 months, with significant gains by 6-12 months. Reynchemie's 14-month results demonstrate what's possible with patience and continuous optimization.

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Ready to achieve similar results?

Reynchemie's transformation from 219 to 471 daily organic visitors demonstrates what's possible when strategy drives design. If your Webflow site was built without proper conventions—or if your website isn't generating the visibility your business deserves—let's talk about how a strategic rebuild could change that.

View the Reynchemie project details to see more of the work.