Pulpo — Redesign and restructuring in Webflow
About the client
Pulpo
Spanish B2B SaaS offering cloud software for fleet management: real-time control, route optimization, and operational analytics for companies with transport operations. Its main market is Spain and LATAM.
Pulpo found HeyMate! in an unusual way: they found us through a ChatGPT recommendation when they asked for Webflow agencies in Spain. It's probably one of the first clear signs we've seen of how LLMs are changing the way companies discover providers.
The challenge
An overloaded site
Pulpo's website was already on Webflow, but it had gone through too many hands. Each new person had added new components, new classes, new sections. The result was a site that didn't clearly explain what Pulpo actually does. The specific pain points:
- Confusing product catalog. Over 10 product pages when Pulpo actually has 3 main products. The rest were variations or industry-specific segments.
- Technically saturated site. Unorganized class system, duplicated components, layers inherited from previous projects.
- Lighthouse mobile at 37/100. The site loaded slowly. The HubSpot Meetings embed, unoptimized TTF fonts, and double GA4 tracking were penalizing overall performance.
- Stagnant organic traffic. Although they had a product and a market, the site was not helping to attract traffic nor to explain the value of each of their products.
The solution
Catalog simplification and technical reconstruction from scratch
Before we even touched the design, we asked the key question, does Pulpo really have as many products as its website suggests? The short answer was no. Pulpo has 3 main products. The rest of the pages were segmentations or variations that the visitor didn't need to distinguish. We started there.
Based on that decision, we implemented:
- Catalog restructuring. We reduced the product pages to the 3 essential ones. Each with its own message, value proposition, and use cases, without overlapping with the others.
- Rebuilding from scratch in Webflow. Instead of cleaning up the existing project, we started a new one. Class system consistent with Client First, documented style guide, reusable component library.
- Purposeful animations. Lottie and IntersectionObserver for scroll-triggered animations, without overdoing it. The goal was to reinforce the message, not to decorate.
- Technical performance fix. Lazy-loading of the HubSpot Meetings iframe with
data-srcand a separate event listener, conversion of TTF fonts to WOFF2, and AVIF/WebP for images. - Technical SEO. Schema markup, product-optimized meta tags, restructured XML sitemap to reflect the new architecture.
Project period: December 2024 to February 2025. There were downtimes in between (holidays, internal validations), but the active work was concentrated in those weeks.
Results
+109% in organic traffic and Lighthouse from 37 to 85
The easiest result to measure was technical performance: we increased the mobile Lighthouse score from 37 to 85, and that had a cascading positive effect. The impact on traffic came later: comparing February and March 2025 (post-launch) with the two immediately preceding months, Pulpo's organic traffic increased by 109%.
+109%
Organic traffic (Feb-Mar 2025 vs. the previous two months)
37 → 85
Mobile Lighthouse Score after redesign
3
Products in the final architecture (previously: more than 10 pages)
€0
Monthly technical maintenance cost
+45%
Returning users (Feb-Mar 2025 vs the previous two months)
Real impact on every project
We found HeyMate! through a ChatGPT recommendation when we were looking for a Webflow agency in Spain. We were impressed by their expertise, communication, and dedication. After the website redesign, we saw clear SEO results.
Eduardo Infante
Country Manager, Pulpo
