Unifying nine microsites into a single product based site for Planexware

Planexware builds cloud B2B software for electronic commercial document exchange: supplier, customer, retail, logistics and automotive portals, tax services and EDI. It works with over 60 supermarket, wholesale and pharmacy chains, and with automotive plants.

Its offering was split between the main site and nine sub brand microsites, each product presented under its legacy name, so a prospect could not find a map of what the company sold.

And the problem grew on its own.

• Names that describe nothing: sub brands like Krikos360, Effinet, COT or Cuentas en Red say nothing about what they solve.
• Duplicated content across sites: the same thing explained in several places, competing with itself.
• Stray landing pages and mailings: dozens of pieces with no owner and no continuity criteria.

For a company whose value is organizing other people's documents, that sprawl contradicts its own proposition.

We moved from that scattered ecosystem to a single site organized by product, with names describing the solution instead of each sub brand's history.

The project started in mid 2023 with the inventory, not the design.

Survey before deciding

• Over 100 addresses surveyed across main site sections, microsites, landing pages and mailings.
• Each one with its product, its status and an explicit decision: keep, migrate or retire.
• Reference site analysis by aesthetics, comparable offering, product multiplicity and multi country handling.

A product based architecture

• Five product portals: Suppliers, Customers, Retail, Logistics and Automotive.
• Two service lines, tax and EDI, with dedicated pages for each electronic procedure.
• Common structure per product: lead, what it is, benefits and features.

Content differentiated by audience

• Chains and suppliers in retail; parts makers and plants in automotive.
• Manageable case studies section, partner profiles and job listings.
• Page by page review alongside the client team before publishing.

Architecture and technology

• Single site with a map ready to operate by country.
• Published in 2024, after the survey and joint review.
• Case studies, partners and job listings as client manageable content.

Learn more about digital marketing.

The company went from ten sites competing with each other to one navigation that explains the whole offering.

Starting point

• Offering split between the main site and nine sub brand microsites.
• Duplicated content across sites, plus stray landing pages and mailings.
• Products presented under legacy names that describe no solution.

Results

• Nine microsites consolidated into a single site.
• Over 100 addresses surveyed and classified to keep, migrate or retire.
• Five product portals and two service lines in one navigation.
• 65 institutional and product pages published, with a section holding over 100 case studies.
• Architecture ready to operate by country.

Strategic impact

• Renaming by solution rather than sub brand makes the product findable by what it solves.
• An inventory with a decision per address keeps old pieces from surviving on inertia.