Case study

How Scildon switched to a headless CMS to create a high-performing lead-gen website

Scildon, a leading insurer in the Netherlands, faced a major challenge: their website was hard to manage, not optimized for SEO and lacked tracking capabilities. To change this, Scildon partnered with Prepr to implement a headless CMS to build a fast, user-friendly site that empowers advisors and improves lead generation.
Website
https://www.scildon.nl/
Developers
Infi
Framework
Next.js

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    Product

    • Why Prepr?
    • Content Management
    • Personalization
    • A/B Testing
    • AI assisted editing
    • Multi-site support
    • Pricing
    • All features

    Use cases

    • Increase conversion rates
    • Generate better leads
    • Personalize experiences
    • Manage multiple websites
    • Future-proof martech stack

    Industries

    • Finance
    • Healthcare
    • Education
    • SaaS
    • B2B
    • E-commerce

    Integrations

    • Hubspot
    • Salesforce
    • Algolia
    • Shopify
    • All integrations

    Resources

    • CMS Market Map 2025
    • Complete Guide to Creating Adaptive Websites
    • Adaptive Website Examples
    • Personalization Planner
    • Blog
    • Guides & Webinars
    • Documentation
    • Status
    • Support

    Agencies

    • Find an agency
    • Become a partner

    Company

    • About us
    • Careers
    • Sustainability
    • Security & Compliance
    • Privacy
    • Legal notice
    • Terms & Conditions
    • Contact

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    Jaarbeurs Innovation Mile (JIM)
    Jaarbeursplein 6
    3521 AL Utrecht, The Netherlands
    Phone +31 (0)30 227 17 10

    KvK 54506034 • BTW NL851332390B01

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    A website built for lead generation

    Switching to a headless CMS had an immediate impact on lead gen. The new website is not only more visually appealing but also far more functional.

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    The need for a digital transformation

    Scildon is a trusted insurer in the Netherlands, primarily serving financial advisors who help clients with mortgage protection and investment products. While their expertise in insurance is strong, their website didn’t reflect their ambitions.

    The team knew they needed a digital transformation. To stay ahead, they needed more than just a redesign. They needed a flexible CMS that makes content easy to manage, improves the user experience, and provides real insights into visitor behavior.

    A website stuck in the past - Overcoming the limitations of an outdated CMS

    Scildon’s old website was built on WordPress, and while WordPress can be a great tool, it wasn’t the right fit for their needs.

    Key issues included:

    • Content management: Updating content was slow and difficult and there were no efficient ways to reuse content.
    • SEO: The website wasn’t optimized for search engines, which meant Scildon wasn’t reaching as many potential leads. Valuable content was buried in PDFs, which negatively impacted their search engine visibility.
    • User experience: Advisors and clients had a tough time navigating the website. Tools and resources weren’t easy to find, and the overall experience was frustrating.
    • Tracking and user engagement: Scildon had no way to track what visitors or advisors were doing on the site, so they couldn’t make data-driven decisions.

    These challenges made it clear: Scildon needed a modern website that is easy to manage, optimizes for growth and is built for the future.

    So, something had to change.

    A new start with a headless CMS

    To build a website that is flexible, efficient, and optimized for lead generation, Scildon needed the right foundation—a headless CMS. They partnered with Prepr, a system that gives them full control over their content while ensuring a seamless experience for both advisors and clients.

    The development of the new website was done in close collaboration with Infi, whose technical expertise helped bring the vision to life with a modern, scalable setup.

    With Prepr, Scildon’s marketing team can finally work efficiently. Instead of struggling with rigid templates, they now have a component-based system where content can be easily created, updated, and reused across multiple pages.

    The new website is also designed with a clear structure in mind. Advisors can quickly find the tools and information they need, and clients have an intuitive way to access relevant content. SEO saw an immediate boost as previously hidden content became searchable, helping Scildon rank better on Google.

    Here's how it impacts lead generation and overall website performance:⁡𝅶‍‍𝅺⁡‍𝅴⁡𝅴𝅹‍‍⁢𝅵‍‍⁡​⁡‍⁠⁡​⁡‍‍𝅹𝅴𝅺‍‍‍𝅷‍‍𝅳⁡‍⁠‍‍⁢𝅵‍‍𝅳⁡⁣⁡⁣⁡​⁡⁢⁢𝅵‍𝅺‍𝅺⁡​⁡‍⁠⁡​⁡‍‍𝅸𝅸

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    Faster content managementThe new CMS is easy to use, allowing content editors to make updates quickly without waiting for technical help. Reusable content blocks eliminate repetitive tasks and keep the site consistent, while improved document and asset management with filters makes it easier to find and organize content.
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    Better user experienceContent is now structured to match how users search for information, making it easier to find and navigate. The intuitive interface ensures both clients and internal users (like marketers) can quickly access what they need. The site is also designed with user journeys in mind, helping advisors and customers reach relevant content effortlessly.
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    Better SEOThe website loads faster, providing a smoother experience and improving retention. SEO optimization was a key priority, with better URL structures and custom slugs making pages more discoverable by Google. Proper indexing further enhances search visibility.
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    Data-driven decision makingThe team can now track key metrics like conversion rates on important actions, allowing them to see what's working and what needs improvement. Event tracking gives Scildon insights into user behavior, making it easier to optimize the site for higher conversions.
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    Streamlined internal workflowsEven new or temporary content editors can get up to speed with minimal training, helping the team stay productive. Testing environments enable experimentation without risk, while clear content structures, such as consistent headings, ensure proper formatting and save time on reviews and edits.

    Looking ahead: Personalization and A/B testing

    With their new website in place, Scildon is now focusing on the future.

    The next step?

    Personalization and A/B testing. By leveraging Prepr’s capabilities, they aim to personalize content based on user behavior, ensuring that advisors and clients always get the most relevant experience.

    They’re also launching A/B testing initiatives to refine CTA placements, form designs, and content layouts, continuously optimizing for higher conversions. Looking ahead, Scildon aims to integrate its website with CRM systems to better nurture leads and track the full customer journey.

    Scildon’s journey with Prepr is just beginning. With a strong digital foundation, they are well on their way to becoming a leader in lead-generation for financial advisors, proving that the right CMS can make all the difference.