Overview
Content strategy and production for jotun.com's move to a new Optimizely CMS, rebuilding both the corporate site and the full B2B product range across two parallel tracks.
Who This Is For
Global manufacturers, industrial suppliers, or B2B enterprises with complex product portfolios, multiple market segments, and websites serving both commercial and technical audiences. Typically 2,000-20,000+ employees, operating across 10-40+ countries with localised content requirements.
The Challenge
Jotun's move to a new content management platform, Optimizely, meant more than a technical migration: the corporate site and the B2B/professional product pages both needed rebuilding, not just relocating, across dozens of product lines (hull performance, steel protection, powder coatings, floor coatings, decorative infrastructure) with a tone of voice the client felt had become too formal.
Our Approach
Split the rebuild into two tracks. Corporate content covered sustainability, careers, innovation and technology, health and safety, and leadership and strategy. The B2B track covered solutions, industries and product page types, campaigns, and the full spread of Jotun's professional coating lines, hull performance top coats and primers, steel protection, speciality and floor coatings, and the powder coatings range across building components, appliances, pipelines, automotive, furniture and general industries. Each page area came with its own content brief: template type, section-by-section content blocks, and links to the existing content being adapted, calibrated against reference sites (yara.com for the B2B tone, norvestor.com for corporate) to land a less formal voice than the previous site. The underlying technical work, a full site crawl and SEO research, a proposed tag structure, short-URL handling and cookie-consent implementation, and a content governance model, gave the new CMS a foundation the editorial rebuild could actually run on.
Impact
A content rebuild scoped and briefed page type by page type against a real product catalogue, not a lift-and-shift of old content into a new system. Splitting corporate and B2B into separate tracks let each speak in a tone suited to its audience, while the shared technical groundwork (crawl, SEO, tagging, governance) kept both tracks consistent under one platform.
Delivered while employed at NoA Ignite, leading the content and design team. Any public information referenced here is used for identification and does not imply endorsement.
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