Stable and scalable website in Craft CMS for Interflon
Seamless transition to the latest version of Craft CMS, including fully automated content migration.
Interflon develops and produces high-performance industrial lubricants, cleaners, and lubrication tools designed to simplify the lubrication process. With a team of 500 technical advisors, the company supports over 100,000 customers in more than 50 countries. Their extensive range of innovative, cost-saving solutions helps reduce maintenance and energy costs while minimizing downtime. To provide accurate, up-to-date product information and share expert knowledge in lubrication maintenance, a stable and easy-to-manage website is absolutely essential.
The brief for this website
Danielle Spuesens joined Interflon in 2023 as Marketing Operations Manager. One of the first major challenges she encountered was the website. “Interflon delivers innovative lubrication solutions to companies across a wide range of industries. In every country, we aim to inform and advise our clients in their own language, with support from local advisors. Naturally, the website plays a central role in that.”
But that’s exactly where things were falling short. Since its launch in 2020, the website had shown clear technical limitations. “We had 28 individual country websites, each with its own language setup and managed locally. On top of that, there were 63 additional sites that inherited most of their content from other domains. The technical setup — using URL parameters — made the site structure overly complex and difficult to index. As a result, many country pages were simply not visible in search engines. We also experienced frequent CMS issues and high hosting costs.”
Toward a smarter URL Structure
These technical and structural issues provided ample reason to initiate a major improvement project in 2024. Interflon had a clear set of requirements:
- A stronger, more future-proof technical foundation — without changing the existing menu structure
- Preservation of the current design
- Migration of all existing content
- A new, SEO-friendly URL structure
- An upgrade to the latest version of Craft CMS
“To achieve this, we started looking for a new partner with proven expertise in Craft CMS, since that’s what our website was built in. Ideally, we wanted a Craft Enterprise Partner, given the complexity of our setup. That search quickly led us to WHITE. The collaboration felt right from the start — the conversations were open, the contact was smooth, and they truly understood our business and what we were looking for.”
Bringing existing content and design into the latest Craft version
The project kicked off in March 2024 and was delivered six months later. “Together with WHITE, we decided to fully rebuild the existing website — originally in Craft 3 — in the latest version, Craft 5. WHITE preserved the original design and developed a custom script to automate the content migration into the new structure. Naturally, we encountered a few errors and inconsistencies during the migration, but these were quickly resolved on the spot.”
At the same time, WHITE implemented the new URL structure. “It became significantly cleaner. For example, the Danish site changed from interflon.com/?website=dk to interflon.com/dk — a structure that Google can actually index.”
More Stable, More Visible
“WHITE delivered a huge achievement in a relatively short period of time. The transition from the old to the new setup went virtually without a hitch. The new website now includes 58 localized sites in 17 languages, each with its own dedicated content structure. Because the design and content remained unchanged, visitors won’t notice the difference — but for us, the improvements are significant. The platform is far more technically stable, with almost no CMS disruptions, which has greatly improved the experience for our local site managers. Hosting costs have dropped considerably. And most importantly, we’ve seen a clear improvement in our search engine visibility, thanks to the new URL structure — one of our key objectives.”
WHITE – Interflon collaboration
