Webranking as a catalyst for change: Trelleborg’s road to digital leadership

In 2022, Trelleborg Group set an ambitious goal: to position itself among the leading B2B corporate websites in its industry. To achieve this, the company launched a comprehensive and systematic effort to improve its website across all areas, with a strong focus on close collaboration with key internal content stakeholders. The goal was not just improvement but recognition as a top performer in both form and function. We spoke to Trelleborg about why they chose Webranking and how it has helped them to evolve their digital presence. 

What were the key drivers behind your transformation?  

One of the biggest drivers has been our collaborative approach. Using the Webranking report as a structured checklist has given us something concrete to rally around – a shared set of goals that brings departments together and sparks productive dialogue. It’s not just a list of tasks – it’s a tool for generating new ideas and continuously evolving our digital presence. The ambition to be among the best has aligned us and created strong internal momentum.  

How has the Webranking report helped you identify key areas for improvement?  

The report is easy to navigate and highlights specific gaps we might not have considered otherwise. It reveals blind spots in both content and structure, helping us move from assumption to action. Because it’s based on real stakeholder expectations, we’re confident that the changes we make truly matter.  

How has it shaped your content strategy and technical development?  

The Webranking report has helped us beyond content priorities – it’s influenced significant technical improvements. For instance, we moved away from static images with embedded text, which can’t be read by screen readers or indexed by search engines and instead focused on accessible, interactive content. We now invest more in features like dynamic charts and modular design elements that improve the user experience.

Have you seen a shift in internal collaboration?  

Yes – the Webranking process has further improved how we work together. It’s created a natural platform for cross-functional teamwork, strengthening collaboration between Communications, IR, HR, Sustainability and IT. We now take collective ownership of the site and approach it as a unified effort to meet stakeholder needs.  

Which sections have been especially useful or surprising?  

The best practice examples have been eye-opening. They help us avoid the trap of only comparing ourselves to industry peers. Instead, we gain a broader perspective and fresh inspiration from other industries, often leading to better, more user-centric solutions. The stakeholder quotes and qualitative data add a layer of understanding that numbers alone can’t provide. The concrete improvement suggestions are also incredibly helpful in removing the guesswork.  

We now place greater emphasis on mapping user journeys and fine-tuning personas to better understand stakeholder needs and expectations. This mindset – rooted in actual user behavior and external benchmarks – helps us make smarter, more focused improvements across the site on an ongoing basis.  

Would you recommend the Webranking report to others?  

Absolutely. The Webranking report blends stakeholder insights, strategic guidance, and practical examples – all in one. What makes it especially valuable is that it evolves each year, keeping us aligned with both emerging communication trends and technical standards. It’s a great way to ensure your site stays relevant and engaging. Plus, it’s encouraging to see that our work is making an impact – it gives us proof we’re focusing on the right things.  

Any advice to others using the report?  

Treat it as more than just a benchmark – use it to drive cross-functional collaboration and build long-term routines. The report gives you a roadmap, but it’s also flexible enough to support your own strategy. Start with quick wins but take the time to explore the best practices – they often open your eyes to new possibilities.