The Challenge
Wawa, a leading corporate transportation platform operating across Colombia, Guatemala, and Venezuela, approached our team with two critical needs that were limiting their growth potential. They already had established websites for each country, but specific sections had significant opportunities for improvement that were affecting their ability to compete effectively in the market.
The first major challenge was the user interface and user experience of key pages on their Colombian website, specifically the homepage and blog. The current design was outdated, difficult to navigate, and didn't effectively communicate Wawa's value proposition to potential corporate clients. These critical pages failed to showcase their comprehensive transportation solutions and the professional quality of their services, which was crucial for attracting enterprise customers.
The second challenge was their search engine optimization (SEO) performance. Wawa was struggling to rank well in search results for transportation-related keywords in their target markets. This poor visibility was directly impacting their lead generation and business growth, especially in the competitive corporate transportation sector.
Wawa needed a modern, professional website that could effectively showcase their transportation services to corporate clients across multiple countries while improving their search engine visibility.
The Solution
Our approach was to create a comprehensive no-code solution using Webflow that would address both the UI/UX and SEO challenges by redesigning and rebuilding specific key pages across their existing websites. We developed a strategic plan that leveraged Webflow's powerful CMS and component system to enhance their current web presence while maintaining their established infrastructure.
The project was executed in several key phases:
Multi-Project Architecture Setup
We began by setting up three separate Webflow projects to handle the different country requirements simultaneously. The Venezuelan website served as our style guide extraction source, providing the foundation for colors and typography that we would enhance and standardize across all projects. This approach allowed us to maintain brand consistency while improving the overall design quality.
Design and UX Enhancement
Working closely with our UX/UI team, we focused on redesigning specific pages across their existing websites:
Colombian Website:
- Complete redesign of the homepage
- Full blog redesign and rebuild
- Contact page enhancement
Guatemalan Website:
- Blog redesign and rebuild
The new designs focused on clearly communicating Wawa's corporate transportation services, highlighting their professional fleet, real-time tracking capabilities, and multi-country presence. The redesigned interfaces emphasized trust and reliability—key factors for corporate clients when choosing transportation partners. We improved the information architecture to make it easier for potential clients to understand Wawa's service offerings and request quotes.
CMS Architecture and Blog Development
We built a robust content management system within Webflow specifically for the blog sections we redesigned (Colombia and Guatemala). The CMS was designed with flexibility in mind, enabling content creators to publish articles that could be targeted to specific countries or shared across regions.
The blog system included:
- SEO-optimized article templates
- Category and tag management for better content organization
- Author management system for team contributors
Component-Based Development
One of the most strategic aspects of our solution was building every section of the redesigned pages as reusable components within Webflow's page building functionality. This approach provided several key benefits for the pages we worked on:
- Scalability: New landing pages could be created quickly by combining existing components from the redesigned sections
- Consistency: The redesigned pages would maintain design and functionality standards
- Efficiency: The marketing team could build performance marketing pages using the new components without developer assistance
- Maintenance: Updates to components would automatically apply across all pages using them
We created components for the redesigned sections:
- Hero sections with different layout variations (for the Colombian homepage)
- Service showcases and feature highlights
- Blog article templates and layouts
- Contact forms and call-to-action blocks
- FAQ's
HubSpot Integration
To streamline lead management and customer relationship management, we integrated HubSpot with Webflow using Webflow's native HubSpot app. This integration ensured that all form submissions and lead information would automatically flow into Wawa's existing sales workflow, eliminating manual data entry and reducing the risk of losing potential customers.
Team Training and Empowerment
The final phase involved comprehensive training for the Wawa team. We conducted detailed sessions covering:
- CMS management and content publishing workflows
- Component usage and page building techniques
- SEO best practices for content creation
- HubSpot integration management
This training was crucial for ensuring the long-term success of the project and empowering Wawa's team to maximize the value of their new website infrastructure.
The Results
The redesigned pages delivered immediate improvements across all key metrics. The enhanced UI/UX on the Colombian homepage, blog sections, and contact page provided a much more professional presentation of Wawa's services, better reflecting the quality and reliability that corporate clients expect from a transportation partner.
The component-based architecture proved invaluable for Wawa's marketing efforts. Their team can now create new performance marketing pages using the redesigned components in minutes rather than weeks, dramatically improving their ability to respond to market opportunities and run targeted campaigns.
Most importantly, the SEO improvements and better content management capabilities for the redesigned blog sections positioned Wawa for stronger search engine performance in Colombia and Guatemala. The new blog system allows them to consistently publish relevant content that helps establish their expertise in corporate transportation.
The project successfully enhanced their existing web presence with modern, scalable components that will support Wawa's continued growth. The client team's newfound independence in managing their blog content and utilizing the new components has transformed their digital marketing capabilities and operational efficiency for the redesigned sections.
