Kassow Robots Website Redesign

Kassow Robots makes robot arms that work safely next to people on a factory floor — welding, palletising, loading CNC machines. They're Danish, they sell through partners in more than 30 countries, and in late 2022 all of that sat on a website someone had hand-coded years earlier.

It was slow. The structure had grown by accretion, so finding a product was harder than it should have been. And every small change meant paying a developer to make it. That was the actual problem — not that the site looked dated, but that the marketing team couldn't move without help.

Chloé Obry Digital Marketing Manager @Kassow Robots

The hard part wasn't Webflow. It was that almost none of the old content survived the new structure. Once the sitemap changed, the writing had to change with it, and that work belonged to Kassow's team. Producing it took longer than building anything I built.

Jules Davies and I worked in parallel from the start. He ran the keyword research and on-page SEO so the product pages could compete for terms people actually search — "7-axis collaborative robot arm", "cobot manufacturer" — while I moved from sitemap to wireframes to a full Figma prototype they could click through and approve before I opened Webflow.

The build is component-based, which matters for one reason: their team now publishes blog posts, news, events and customer use cases themselves. The site holds well over a hundred of those pages today and none of them went through me. Migration happened overnight, with a URL map and 301 redirects prepared in advance so their existing rankings carried over. Then an hour's training session and a set of videos they still have.

German was always in the plan but shipped after launch rather than with it. We used Webflow Localization, so it slotted into the existing site instead of becoming a second one to maintain.

A while after launch, Kassow asked for something the original project never covered: a directory of the grippers, sensors and software add-ons that work with their arms, and the manufacturers who make them.

The obvious build is a CMS collection I update whenever a partner changes a spec. That version breaks within a year — it puts me in the middle of every edit.

So it isn't really a page. Manufacturers get an account in a Softr portal where they add and edit their own listings. That writes to an Airtable database, which syncs back into Webflow. Nothing goes live until it clears an approval step, so Kassow keeps control of what appears under their name — but nobody emails a developer to correct a payload figure. It's the most automation-heavy thing I've built, and most of what I know about Airtable I learned making that sync behave.

Clear, reworked information architecture and navigation tailored to different user types

Product‑centric layouts that highlight benefits, specs, and use cases in an accessible way

Multi‑language implementation to support Kassow Robots’ international presence

Rich CMS structure for blog, events, ecosystem items, and other dynamic content

Ecosystem flow built with Softr, Airtable, and Webflow for partner solution submissions and approvals

Integrated forms connected to Zapier and HubSpot to streamline lead handling

SEO‑oriented content structure and pages to support organic growth and lower acquisition costs

Kassow's marketing team runs the site. Their partners run their own listings. German was added without rebuilding anything.

And I've been working with them since 2023 — maintenance, new pages, and steady structural improvements as the product range grows. That's the result I'd point to first.

My role & tools: Structure, design and Webflow development. SEO strategy by Jules Davies. Built in Figma and Webflow, with Softr and Airtable powering the Ecosystem.