Before the relaunch

Demand was growing. The website couldn’t keep up.

ZEP had a strong sales team and growing demand. The website, built on WordPress and Elementor only two years earlier, had become the bottleneck. It had to explain a modular product to very different buyers: a company whose staff just need to clock in, and a consultancy that runs projects, time and invoicing in one ERP.

• One word for everything. Every use case was packed under “time tracking”. Prospects couldn’t tell what else ZEP does, or which product line fits them.
• A site the team couldn’t extend. A growing pile of plugins kept the site running. Blog posts were limited to text and an image, and new pages needed a developer.
• An invisible product. Text-heavy pages, abstract illustrations and few screenshots. On mobile, where around 40% of visitors arrive, the site was responsive in name only.
• Pricing as a puzzle. Three separate calculators for three product lines, and no clear line between a feature and a bookable module.
• Content without connections. Blog posts didn’t link to each other or to the product, and the English pages didn’t rank at all.

“We were very limited in what we could do and how we could expand the website. The biggest reason for the relaunch was our technical setup, and the feeling that we couldn't keep growing with it.”

Lukas Wünnemann, ZEP

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What we did

ZEP came to us for a better-looking website. In the first workshops it became clear that the bigger lever was the messaging, so that’s where we started.

1. A messaging framework, from product to feature. In workshops with ZEP’s marketing, sales and leadership, we broke the product down: the core platform, each product line, every module and feature. For each one, a shared Figma framework answers three questions: what’s the pain, what’s the problem and how does ZEP solve it. ZEP’s team wrote the copy on top of it.

“A process I completely underestimated at first, both how much is behind it and the impact it has later. We still use this framework whenever we need copy for ads, landing pages or anything else.”

Lukas Wünnemann, ZEP

2. A path for every buyer. The new sitemap gives each buyer a route: three product lines, a template for every module, five industry pages and five use-case pages. A content hub connects blog, glossary, templates and competitor comparisons with each other and with the product.

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“ZEP’s sales team could explain every module in a demo. The website couldn’t. Writing down the pain, the problem and the solution for each module first made every later decision easier, from the sitemap to the visuals.”

Yannik Moll, Co-Founder, Growably

3. A pricing calculator that qualifies. We separated features from bookable modules, then merged three calculators into one: pick a product line, set the number of users, add modules, choose monthly or yearly billing and see the list price live. What happens next depends on the value of the configuration. Smaller setups go straight into a free trial with exactly that configuration, larger ones get a personal demo with sales.

“What used to be confusing and opaque, we brought together on one page. A huge step forward.”

Lukas Wünnemann, ZEP

4. 200+ product visuals. We designed more than 200 custom visuals: simplified snippets of the real ZEP interface, like a live attendance view, automated reports or working-time models, that show what a feature does at a glance. Every product line, module, industry and use case got its own hero and feature graphics, many animated with Lottie. A graphics library lets ZEP’s team build visuals for new pages on its own.

5. A Webflow build the team can own. Around 50 pages and templates in German and English, CMS collections for blog, glossary, templates, comparisons, webinars and FAQs, HubSpot-connected trial and demo flows and 301 redirects from every old WordPress URL.

6. Tracking rebuilt from scratch. Google Tag Manager and cookie consent set up new, with a clear naming convention for every tag and trigger.

“It sounds silly, but I now almost enjoy working in Tag Manager. That used to be a huge pain point.”

Lukas Wünnemann, ZEP

The results

More leads, and better ones.

Six months after launch, ZEP compared the new website with the old one, adjusted for market trends.

More SQLs. Sales-qualified leads grew by more than 20%, confirmed by ZEP’s sales team. The leads also arrive better informed: they know more about the product before the first call, which makes them easier to work with.

More organic reach. Clicks from Google search grew by 110% and ZEP’s SEO visibility index doubled. The English pages, which never ranked before, now show up in search.

A team that ships on its own. ZEP’s marketing team builds and changes pages without a developer, and the messaging framework still feeds its ads and landing pages today.

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Why ZEP chose Growably, and stayed

Webflow was set. The question was who could build it right.

ZEP decided on Webflow before it chose a partner. It shortlisted four Webflow agencies, held more than one call with most of them and studied each agency’s reference sites for technical quality and content possibilities. What tipped the decision was the team setup: a dedicated lead for strategy, one for design and specialists for development.

“With you, it was the team setup. It was clear who owns strategy, who owns design, and development was handled by specialists. Having everything spread across experts gave us a better feeling, and in the end that was the deciding factor.”

Lukas Wünnemann, ZEP

Two years in, still on the team. ZEP’s team builds and updates pages on its own. A small monthly retainer covers the rest: a product roadmap page, an on-demand demo, schema markup, server-side tracking and a second pair of eyes on conversion.

A brand update without a new website. When ZEP refreshed its brand in 2026, we rolled out the new typography, colours and visuals on the existing Webflow system. Lukas has since recommended Growably to other SaaS teams.