Turning vchain’s static brochure site into a lead-gen engine

Overview

vchain came to me with a Tilda "leaflet" of a website: no analytics, no HubSpot, no real way to capture or qualify the pipeline their sales team needed. In about 12 weeks we rebuilt the entire site in Framer, repositioned them from "just another TMS" into a supply-chain analytics platform, and turned the website into a working part of their go-to-market motion.

At a glance

The client

vchain is a Stockholm-based SaaS company serving global manufacturers with complex, multi-region supply chains. Their platform sits on top of existing TMS, ERP, and carrier systems: aggregating fragmented data into a single source of truth, layering predictive and prescriptive analytics on top, and pairing it with a control-tower team in Poland that acts on behalf of customers.

They're roughly 40 people, sell into enterprise accounts, and had just made two foundational go-to-market investments before we started: HubSpot as their CRM, and their first dedicated marketing hire.

The website was the missing piece.

The challenge

When Emelie reached out, vchain's site was running on Tilda. In her own words it was a "leaflet": visually flat, structurally patchwork, and disconnected from everything that mattered.

• No lead-gen engine. The site didn't connect to HubSpot. Demo requests routed through a Calendly link that Emelie described as "horrendous," and there was no way to track downloads, form fills, or visitor behavior.

• Wrong perception. Risk-aware enterprise buyers landed on a site that felt like a 5-person startup, not a credible partner for global manufacturers managing millions in freight spend.

• Confused positioning. The solutions dropdown mixed features and services with no clear hierarchy. Prospects searching for "TMS" found them, but couldn't tell that VChain was actually an analytics-first platform that sits above their existing TMS.

• No resource hub. Case studies, guides, reports, and product content were scattered or missing entirely. Sales had nothing credible to send a prospect mid-cycle.

• AI-generated content debt. Old blog posts were obviously AI-written with AI imagery, actively hurting credibility with the risk-aware buyers they were trying to win.

The CEO and board had signed off on the migration, but Emelie was buying a website for the first time. Her concern was simple: she didn't want to end up with a beautiful site that still didn't do anything.

The approach

We framed the project in three layers: and made the strategy work, not just the pixels, the deliverable.

1. Reposition before redesigning

Before touching design, we ran a Brand Story workshop with Emelie's team to define:

• Who vchain actually serves (global manufacturers, not generic shippers)

• The real pain (siloed data across regional TMSs, carriers, and ERPs)

• vchain's wedge ("TMS on steroids" — one platform that sits over the rest, with prescriptive analytics that tell you what to do, not just what happened)

• The proof (up to 20% cost savings, a decade of manufacturing references, a control tower team that takes action on the customer's behalf)

We pulled Tacton Systems and o9 Solutions in as positioning references — companies targeting the same buyer with credible, condensed, role-based storytelling — and structured VChain's narrative to live in that league.

2. Rebuild the site around the buyer, not the org chart

The old site had ~20 nearly identical feature pages. We collapsed them into six solution packages:

• Supply Chain Logistics & Analytics

• Transportation Management

• Supply Chain Transformation

• Purchase Automation

• Supplier Collaboration

• Advisory, Compliance & Trade Management

Each became a single clickable block on a redesigned Solutions page, with hover-revealed descriptions and a clear path into deeper content. Industries pages were kept and tightened. The Resources section was rebuilt as a hub with Blog, Product Resources, Case Studies, Partners & Integrations, and Help Center.

The homepage got the most attention — a new hero that names the problem, an animated globe with logistics hubs, scroll-triggered KPI metrics, a layered "three pieces of one system" visualization (platform + supply-chain-as-a-service + advisory), and a testimonials section pulled high above the fold for instant credibility.

3. Wire it into the revenue engine

The migration only mattered if it produced pipeline. We set up:

• HubSpot tracking across every page, with the team granted manager-level access

• Lead-capture forms for demo requests, contact, resource downloads, blog signups, and the Logistics Maturity Scorecard

• HubSpot meeting scheduler replacing the legacy Calendly link, routing into a real CRM record

• Round-robin–ready calendar for the inside-sales team

• A Logistics Maturity Scorecard embedded as a lead magnet in the Resources hub

Domain transfer from Gleesis to Framer's hosting was handled with the CTO during the launch week, with SSL and DNS coordinated to minimize downtime.

What we delivered

• A complete Tilda → Framer rebuild of vchain.se

• New homepage with repositioned hero, KPI metrics, testimonials, and a custom layered offering visualization

• Consolidated Solutions architecture (6 packages instead of ~20 feature pages)

• Resources hub: Blog, Product Resources, Case Studies, Partners & Integrations, Help Center

• Careers page with CMS-driven job postings routing applications to Carl-Henrik

• HubSpot form integration across the site

• HubSpot meeting scheduler replacing Calendly

• Logistics Maturity Scorecard lead magnet

• Custom CMS templates for case studies, blog posts, and guides — the VChain team can publish independently

• Documentation and training videos for the team to manage copy and content in Framer

• 30 days of post-launch support

• Phase-two sprint: a dedicated AI Applications landing page (separate engagement, scoped after launch)

Outcome

VChain went live on May 25, 2026, three days ahead of the board meeting that drove the deadline. The site that was once a static brochure is now:

• Plugged into the CRM. Every form submission, demo request, and resource download flows into HubSpot for the sales team to action.

• Credible at the enterprise level. The repositioning around analytics and prescriptive insights closed the gap between what VChain sells and what prospects perceive.

• Self-serve for the team. Tucapel and the marketing function are publishing copy, blog posts, and case studies directly in Framer without needing dev support.

• Set up for compounding wins. With the foundation in place, phase-two work began immediately on an AI Applications landing page to capture rising demand around AI-powered logistics tooling.

The relationship continued past the original scope — sprint work, conversion rate optimization over the first 30 days, and an ongoing collaboration on new pages and offerings.