Webflow redesign to structure two complementary entities and strengthen their positioning in the French-Belgian market

Context

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Smartelia is a company specializing in the outsourcing of digital, sales, back-office, and customer support services. With over 250 team members based in Madagascar, Smartelia currently supports more than 450 B2B clients in France and Belgium.

With the launch of Smartelia Finance, a newly created entity dedicated to accounting and financial services, the group entered a new phase of growth and structural development.

In this context, it became essential to completely rethink their digital ecosystem: to reflect the group’s growing maturity, clearly differentiate the offerings between the two entities, and modernize the brand image to strengthen credibility with European clients.

The website was not designed as a simple showcase, but as a strategic acquisition tool and a key sales support platform that highlights both Smartelia’s Malagasy cultural roots and its positioning as a reliable, high-performing B2B partner.

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Challenges

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Clarifying the distinction between Smartelia and Smartelia Finance

Create two separate websites, each with a clearly defined positioning and visual identity, while maintaining overall brand consistency across the group.

Strengthen credibility and modernize the brand

Evolve the brand image to reflect a more premium positioning and move beyond the common stereotypes often associated with service outsourcing.

Lead generation–oriented design

Design both websites as acquisition tools, with service pages built as standalone landing pages to support the sales team in their outreach efforts.

Team autonomy

Ensure internal teams can independently manage, update, and scale both sites without relying on external providers.

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Our approach

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Strategy & structure

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• Defined the information architecture for both sites, ensuring clear user journeys and distinct positioning for Smartelia and Smartelia Finance
• Structured service pages as standalone, conversion-focused landing pages fully integrated into the commercial process
• Collaborated on copywriting and key messaging (for Smartelia only) to enhance clarity and differentiation across offers

This strategic work provided a solid, scalable foundation to support both the group’s digital maturity and its acquisition objectives.

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Art direction & first screens

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• Refined existing visual elements (logo, color palette, graphic system) to create a more cohesive and premium B2B brand identity
• Developed two distinct visual universes: Smartelia with a human and warm tone, Smartelia Finance with a more corporate, analytical aesthetic
• Selected imagery to reflect core brand values: proximity, expertise, and performance

We preserved the essence of the original brand while elevating its credibility and alignment with the expectations of European B2B audiences.

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Webflow development & training

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• Fully developed both websites on Webflow

• Built a structured design system and reusable pages templates, especially for Smartelia Finance, to support ongoing content expansion
• Implemented advanced conversion tracking in collaboration with the internal team
• Delivered video tutorials to ensure the team’s full autonomy in managing and updating both websites

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SEO support

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• Implemented key SEO fundamentals (technical and content) to establish a strong foundation from day one

• Developed a 6-month SEO action plan, including clear, actionable recommendations tailored for the internal team

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Results

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• Two distinct yet complementary websites, each clearly articulating its offering and reinforcing the group’s premium positioning
• Marketing and sales teams fully autonomous in managing and evolving both sites
• Service pages designed as effective sales tools, supporting prospecting efforts
• Clear and strengthened positioning: Smartelia Finance is perceived as a finance and accounting expert, while Smartelia is recognized for digital and customer support solutions
• A modernized, value-driven brand image that reflects their cultural roots and affirms their expertise in the French and Belgian B2B markets