Introduction
An established industry player – ready for the next digital step
Zip-Up was founded in 1978 and has over more than four decades grown into one of Sweden's most trusted players in lifts and scaffolding. As the official and exclusive distributor of JLG – the world's largest lift manufacturer – as well as Europelift and GSR, and with their own scaffolding system Instant Zip-Up, the company holds an offering of the highest calibre.
With a strong market position and a growing product range, the time had come to give their digital platform a lift that matched their ambitions.
Background
A strong player with a platform ready for the next chapter
Zip-Up has offices in Stockholm and Gothenburg, a warehouse, a factory and a service team that deploys across the entire country. Their customer base spans from private individuals and tradespeople to industry and the public sector – a broad audience with widely different needs and expectations.
A platform that had outgrown itself
WordPress had done its job – but Zip-Up had outgrown it. With over 500 products, multiple brands, complex categories and a growing focus on e-commerce, a new foundation was needed. They needed a platform that could handle scale, ensure technical SEO integrity and give the team full control – without becoming a barrier to growth.
Our Role:
Webflow
Google Ads
SEO
Shopify
Challenge
Moving an entire product catalogue without losing ranking or trust
A migration of this size is never straightforward. The challenge was to move 500+ products with accurate data, new images, spare parts and updated information – and do so in a way that strengthened organic visibility rather than putting it at risk.
Three parallel tracks that had to stay in sync
The project required three tracks to be executed in step with one another: a technically sound migration with full SEO integrity, a visual and communicative rebrand that reflected Zip-Up's position, and an e-commerce structure that converted – across several entirely different customer segments. Losing focus on any one of the tracks risked undermining the whole.
A target audience that demands clarity
Zip-Up serves private individuals hiring scaffolding for a weekend project, procurement managers at construction companies leasing a fleet of lifts, and service technicians who need spare parts immediately. These segments have different buying behaviours, different information needs and very different communication requirements. The structure and tone of the website had to be able to meet all of them.
Solution
A scalable platform built in Webflow and Shopify – with SEO, rebrand and e-commerce in one
We chose Webflow as the frontend for design, content and user experience, and Shopify as the backend for e-commerce functionality. Shopyflow acts as the bridge between the two systems – a flexible and scalable architecture that delivers the best of both worlds, without compromising on either control or performance.
Technical SEO migration with precision
The migration was carried out with full attention to technical SEO. All 500+ products were migrated with accurate product data, new high-quality images and updated information. We built a complete redirect structure, established a new and clearer hierarchy in the URL structure, and implemented schema markup, metadata and custom open graphs for every page. Every detail was optimised to strengthen Zip-Up's organic visibility from day one.
Design system in Figma and component library in Webflow
In parallel with the migration, we developed a complete design system in Figma – with defined typographic scales, colour palettes, spacing rules and component patterns. In Webflow, we built a modular component library that makes it possible to quickly assemble new pages, campaigns and sections without starting from scratch each time. This means shorter lead times, consistent design and a stable foundation for future scaling – whether that involves new product categories, markets or seasonal campaigns.
Rebrand with purpose – not just style
The visual update was more than a new colour scheme. We carried out a full rebrand with new colours, typography and a design system, but above all with a clearer way of communicating the value in Zip-Up's offering. The tone of the copy was rewritten to reflect a modern, competent and accessible brand – whether the visitor is a tradesperson or a procurement manager at a municipality.
Segmented structure for a broad audience
Products were reorganised into clear categories – scaffolding, lifts and accessories – each with their own shop. The services page was elevated and clarified, with clear conversion paths for service, repair and assembly. Each customer segment was given their own entry point and content tailored to their specific needs and buying journey.
Result
A digital lift on par with the offering
Zip-Up now has a modern, conversion-optimised website that reflects their position as an industry leader. The new structure has made it easier for visitors to find the right product faster – whether they're looking for scaffolding, a boom lift or a spare part. The numbers show it.
Stronger organic visibility from day one
Thanks to the thorough SEO migration with complete redirects, a cleaned-up URL structure and correctly implemented schema markup, Zip-Up retained their organic rankings – and built on them. The technical foundation is now stronger than ever for continued growth.
Built to scale
With the component library in Webflow and the design system in Figma, Zip-Up can launch new pages, campaigns and categories in a fraction of the time it previously took. The website is not a finished product – it is a growth platform. Zip-Up has taken a clear digital step into 2026, with a solid foundation for what comes next.
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