Rebuilding Nedap.com from multiple systems into one adaptive platform

Nedap has been building technology that connects the physical and digital worlds for nearly a century. The company operates across multiple markets, including Healthcare, Retail, Security, and Livestock, each with its own audiences, products, and information needs.

As Nedap’s organization and portfolio grew, its digital presence grew with it. Over time, this resulted in multiple websites, systems, and content flows that were difficult to manage and hard to evolve. Nedap wanted to move toward a single platform that could support all markets, while staying flexible enough to grow and adapt in the future.

Together with digital agency Good News and CMS partner Prepr, Nedap set out to rebuild Nedap.com as a single platform that could bring everything together.

To support this shift, Nedap rebuilt Nedap.com together with digital agency Good News as a strategic partner, using a lean, modular setup with Prepr at the core as the headless CMS. This made it possible to separate content from presentation and create a foundation that could support multiple markets without adding unnecessary complexity. The UX/UI design was developed by Nedap, with Good News advising on scalability, usability, and conversion.

With Prepr, content is structured in flexible modules that can be reused across the site and adapted to different contexts. Instead of managing separate content flows for each market or audience, teams can work from a single content base and adjust how and where content appears.

The new setup also enables Nedap to move away from a static website. Content can now adapt to different audiences, regions, and stages of the customer journey. This makes it possible to gradually introduce more relevant, targeted content, without redesigning pages or adding new systems.

Prepr is integrated with HubSpot, allowing content delivery to be informed by lead and customer data. While personalization is being rolled out step by step, the foundation is in place to support more relevant communication and stronger alignment between content and commercial goals over time.

Nedap’s main challenge was managing complexity across its website.

Over the years, Nedap’s website had grown into a multi-system setup. Content lived across different tools and environments, which made it difficult to maintain consistency, reuse content, or make changes without added effort. As the setup became more complex, it also became harder to evolve the site in a structured way.

At the same time, Nedap serves a wide range of audiences, from potential and existing customers to investors and future employees. Each group comes to the website with different questions and goals. Yet the website largely presented the same content to every visitor, regardless of market, location, or intent. For a company operating across multiple industries and regions, this limited relevance reduced the website’s effectiveness as both a communication and commercial channel.

Looking ahead, Nedap needed a platform that could support future growth. The new setup had to simplify day-to-day work for content and marketing teams, while remaining flexible enough to add new markets, solutions, and use cases over time. It also needed to play a clearer commercial role, helping guide visitors, supporting lead generation and conversion, and delivering relevant content without overwhelming the experience.

Since the launch of the new Nedap.com, the most immediate impact has been structural and operational.

The new platform is being rolled out in phases, starting with the corporate portal, with the Security division scheduled to launch next, and other divisions to follow. This phased approach already supports a more consistent brand experience and enables content teams to manage and reuse content more efficiently, without maintaining multiple systems or duplicate pages. As a result, day-to-day content operations are simplified and keeping information up to date across markets is becoming more scalable.

The new setup also provides a strong foundation for more relevant communication. While it is still early to report measurable results from adaptive content, the platform is now ready to support content tailored to different audiences, regions, and stages of the customer journey.

From a commercial perspective, the website is better positioned to support lead generation and conversion. Content can guide visitors more clearly, and future optimizations can be tested and measured without reworking the underlying structure.

Performance and engagement will be monitored closely in the coming months. As adaptive content is rolled out further, insights will be shared on how relevance and personalization contribute to engagement and conversion over time.