A multilingual website transformation

FILOform’s digital estate had become difficult to manage. With multiple Magento websites supporting different languages and markets across Europe, content and product changes were hard to control, with information quickly becoming outdated, with the websites generating very few online enquiries.

We helped FILOform simplify that complexity with a multilingual website transformation through a single WordPress website, supported by Weglot for multilingual delivery and an enquiry basket that made it easier for users to build and send product enquiries.

The new website (launched January 2026) site now presents that multilingual, enquiry-led experience through regional paths and an easy to use enquiry basket journey.

FILOform needed to move away from a fragmented setup of multiple Magento websites that had become difficult to maintain.

Each market had different requirements, and not every product was available across every territory. That made content management increasingly time-consuming for marketing teams across Europe and created unnecessary complexity behind the scenes. As updates became harder to roll out, websites fell out of date and the wider digital experience no longer reflected the quality of the business.

At the same time, the website estate was not working hard enough as a lead generation tool. Users could browse products – many of which were out of date – and there was no clear, effective route to enquiry.

We proposed a single WordPress website to bring everything into one manageable platform.

To support multiple regions and languages without the overhead of maintaining separate websites, we integrated Weglot, giving FILOform a much more efficient way to manage multilingual content across Europe.

The planning phase was extensive.

With a large product range and different availability across different markets, careful thought was needed to structure the site in a way that made sense for users while still working operationally for internal teams. We worked through product categorisation, language requirements and territory-specific product logic in detail before moving into wireframing.

Those wireframes were tested in depth before design began. This helped us refine the user journeys early, pressure-test the site structure and make sure the experience was intuitive before the visual layer was introduced.

A key part of the solution was the enquiry basket. Rather than forcing users through a traditional ecommerce journey, we created a simpler and more appropriate route for this audience. Users can add relevant products to a basket and submit a consolidated enquiry, making it easier to research solutions and contact the FILOform teams with a clear list of requirements.

The current site reflects that enquiry-first approach.

While the immediate priority was to simplify content management and increase enquiries, the new website was also planned with future ecommerce in mind.

The product architecture, taxonomy and user journeys were all structured to support the next phase of digital growth. That means FILOform now has a platform that works effectively as a multilingual product and enquiry website today, while being technically and strategically ready to evolve into a fuller ecommerce experience in the future.

By taking this approach, the business has avoided another short-term fix. Instead, it now has a scalable website that supports current marketing needs across Europe and provides a strong foundation for future online sales.

Since soft launch, the new website has delivered impressive enquiry volumes across multiple languages, turning the site into a much stronger commercial tool for the business.

Internally, FILOform now has a far easier platform to manage. Marketing teams across Europe can keep content current without the complexity of updating multiple websites, helping the brand present a more consistent and up-to-date digital presence across its markets.

The new website is not only easier to manage and already delivering strong enquiry performance, because it has also been built with future ecommerce functionality in mind, FILOform now has a scalable foundation for the next stage of its digital growth.

The website also passes WCAG 2 accessibility standards and meets the robust security requirements of parent company CRH Group, giving FILOform a platform that is not only easier to use, but fit for the future.