WebDesign & NoCode

“Reculer pour mieux sauter”

When i jumped in, the Onlynnov website was built on Laravel, which limited our layout, SEO management, and overall customization. So, I made the call to switch to WordPress, the go-to solution (at the time lol). But before jumping into the technical side of things, I had to rethink the entire website structure from zero.

• Implement the new branding

• Define a solid SEO strategy

• Build a design system to accelerate development and maintain consistency

• Integrate hundreds of blog posts and articles (SEO Friendly)

🏁 This chapter walks you through the entire process

🌱 What’s crazy is that, even years after my departure, the structure/strategy is still alive!

Content First, Design Second

Like most of my design projects, this one started with the content. I focus on the substance first, then on the form. Before even sketching, I dove into hundreds of Onlynnov’s documents, blog posts, and publications. The goal? Understand, sort, and distill them into a clearer structure.

🧑‍💻 This allowed me to redifine the website’s architecture, making navigation much more understandable.

Crafting a Design System

With the new architecture locked in, I shifted my focus to crafting layouts aligned with the updated branding. Quickly, I realized that certain elements and structures were repeating, and knowing that the site was going to scale, it became obvious that building a design system was the best way to ensure consistency and efficiency.

I knew WordPress wasn’t the ideal platform for handling a scalable design system, but I embraced the challenge. I implemented multiple layout structures, reassurance elements, and blog formats to create a clean, organized framework.

The result : Anytime new content needed to be published, the process was seamless and fast.

I’m Not in Love with SEO, But…

SEO was a tough challenge. We had to stand out in an industry dominated by corporate giants. Instead of competing head-on, we focused on a long-tail strategy—targeting highly specific search queries rather than broad, ultra-competitive keywords.

For example, instead of simply saying ‘RC insurance,’ we used ‘liability insurance specialized for video game publishers’.

💡 This approach shaped our entire content strategy.

We meticulously rewrote hundreds of blog posts, optimized meta title, descriptions and strong words of each pages. At the time, ChatGPT didn’t exist, so you can imagine how thrilled my team was to do their homework. As for me, I took some time to redesign all the thumbnails to ensure consistency.

Design Meets SEO, A Strategic Powerhouse

🌳 What started as a redesign turned into a long-term strategy that keeps delivering results.

Even after my departure, the website continued to evolve. Today, the foundation we built has expanded—white papers, case studies, and new subcategories reinforce the original vision.

This strategy enabled Onlynnov to rank on a wide range of SEO keywords, simplify its messaging and offerings, and align its digital presence with the broader communication strategy.