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A smart ecosystem
of websites across 
34 countries

Award-winning digital strategy, website
design and build, content and search optimisation


Bostik provides adhesive technologies to a diverse global audience across the construction, industrial and consumer markets. These customer groups have very different needs, both for content and in the ways they engage with Bostik online.




Our concept of a Smart Web Estate meets Bostik’s complexities head on.


This digital ecosystem allows Bostik to control brand, marketing and communication strategies from a central hub, while allowing individual countries to target their customers with tailored content.

Driven by extensive audience research, the Bostik Smart Web Estate is a powerful customer acquisition and retention tool. Every element of the Bostik experience online, from site architecture and navigation to search-optimised content, is customer-centric.

The project went way beyond a typical web design and build, and our comprehensive digital strategy was recognised with a trio of award wins.



Customer mapping.

The Bostik Smart Web Estate was founded on audience research. 

We kicked-off by running a global programme of stakeholder workshops, interviews and customer experience mapping sessions.

The Freestyle team travelled to Paris, Malaysia and Milwaukee to meet with stakeholders from across Bostik. The sessions were aimed at discovering how Bostik’s customers experience the Bostik brand online, what they need and how they act throughout the customer lifecycle.

Mapping this information allowed us to identify where the customer experience was performing well and where it could be improved. 

By highlighting customer pain points and key requirements we were able to define an entirely new website experience, overhauling the navigation, functionality, content and search strategy across the new web estate.

Smart technology.

We used the Optimizely DXC to deliver an ecosystem of global and local country websites. 

Optimizely integrates with our own digital asset management system, Partners, to support a central pool of content that can be repurposed by country sites, before being published directly through the Optimizely CMS.

We used flexible website templates so country teams can tailor their own website page layouts, and self-optimising blocks to test and improve their content performance.

We also took advantage of Optimizely's COPE (create once publish everywhere) features, which give countries the ability to publish content across multiple platforms from a single database.


Content and search.

Our content team embarked on a mammoth task of auditing, repurposing and creating site copy from scratch.

To immerse ourselves in the world of adhesive technologies, we conducted a series of interviews with Bostik’s product experts. 

With this insight, we were able to produce keyword research and search-optimised copy for over 100 website pages, meeting the real world needs of prospective customers. This thorough approach helped us bag a ‘Content Strategy’ award with the Recommended Agency Register (RAR).

Some kind words from people we've worked with


CMO, Bostik

"From facilitating stakeholder workshops across three continents, to developing a state-of-the-art technology platform and producing 150 pages of content - Freestyle transformed our digital experience."

Global roll out & support

The Bostik website was rolled out globally across 34 countries

We supported local markets in the technical setup of website page templates, content selection, localisation of content and local search optimisation.

Our ongoing support includes a monthly and quarterly governance group. This ensures digital strategy is consistent across country sites, while also responding to specific country needs, and taking into account insight from global and local website performance metrics.


Ranked no. 1 in Google, site visits up 62% in the first year and mobile traffic increased by 135% since launch. 



"This new website is a nice, robust design with sound and thorough methodology. This sets a standard for corporate websites."

Digi Corp Comms award, Award Panel Judges



Account Director

Kay runs a super tight ship when it comes to account direction. She led the Bostik website re-development from the start, managing everything from global workshops to the roll out of 34 country sites. Her endless energy and resourcefulness ensured the project was delivered on time, and on budget.

Want to work with Kay? Drop her an email:

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