Webflow redesign to clarify a unique AdTech offering and make the marketing team 100% autonomous

Context

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Programmads is a leading technology partner in the Programmatic advertising sector. The company serves both media agencies and brands, with a clear promise: to unlock the full potential of independent media, digital agencies, and major brands through programmatic advertising.

Following a rebranding and a complete restructuring of its offerings, Programmads needed a new website that matched its vision. A site capable of clearly reflecting its value proposition, eliminating frequent confusion with media agencies, and becoming a flexible tool fully managed by its marketing teams.

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Challenges

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Clarifying the offerings and target audiences

The new site needed to reflect a structure built around three core service areas (Trading, Licensing, Consulting), each targeting a distinct audience. The key challenge: enabling every visitor, brand or agency, to instantly identify what’s relevant to them.

Asserting their non-agency positioning

In a market where the line between AdTech companies and media agencies is often blurred, Programmads needed to clearly position itself as a neutral technology intermediary. The website had to eliminate any ambiguity: they are not a media agency, media agencies are their clients.

Aligning the site with their new internal structure

The internal rebranding made a full redesign essential, both editorially and visually, with an interface that better reflected their maturity and positioning.

Empowering marketing teams and stakeholders

The goal was also to give internal teams full control over the site’s management and evolution, with a fast and seamless onboarding on Webflow, free from technical dependencies.

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Our approach

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Strategic content framing

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• Market positioning analysis and review of direct competitors
• Identification of potential confusion around their non-agency status
• Recommendations for presenting their service offerings: Trading, Licensing, Consulting
• Content structuring to guide each target audience effectively

The goal here wasn’t to reinvent everything, but to challenge the clarity of the existing content so that any visitor could instantly understand what Programmads does, and for whom. This framing phase laid the foundation for a clearer, more targeted site aligned with their evolution.

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Art direction & site structure

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• In-depth sitemap and clear content hierarchy to guide users toward the most relevant services
• Clean, minimal art direction aligned with the new branding, focused on clarity and positioning

The objective: enhance the readability of the offering and sharpen the positioning, while remaining consistent with the new visual identity.

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Webflow development & design system

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• Webflow architecture built for scalability: reusable components, structured CMS, and a comprehensive Style Guide
• Solid technical SEO foundations to ensure strong performance from launch and enable a long-term SEO strategy
• Implementation of a 6-month SEO action plan

The key challenge: empower the marketing team to manage the site independently. Thanks to Webflow and a robust design system, they can now create new pages quickly, without technical bottlenecks, while maintaining consistency and performance.

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Collaboration with internal teams

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• Coordination with technical teams to implement advanced tracking
• Automated lead routing to the CRM, with dynamic status based on traffic source
• Alignment on measurement goals and conversion tracking

We ensured the redesign fit seamlessly into Programmads’ existing tools and workflows. This smooth collaboration with their internal teams allowed us to combine our strengths and deliver a rollout fully aligned with their organization.

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Results

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• Full Autonomy for Marketing Teams : Now able to independently modify and publish content without technical support.
• Faster Go-to-Market : Accelerated launch of digital campaigns and initiatives, thanks to a site that’s easy to update and scale.
• Clearer Positioning : Visitors immediately understand that Programmads is not a media agency, but a true AdTech partner.
• A Future-Proof Website : A site fully aligned with their internal organization, built to last, evolve, and grow with the company.