Dr. Beckman Relaunches its Global Brand with TYPO3

Dr. Beckmann is an internationally recognized brand specializing in cleaning and laundry care products. With over 90 years of history, the company is known for its quality, innovation and consumer trust. Based in Egelsbach, Germany, near Frankfurt, Dr. Beckmann employs roughly 500 people, and the brand is considered one of the leading manufacturers of specialty cleaning products across the international FMGC market.

As part of a strategic realignment, Dr. Beckmann decided to centralize its marketing and digital operations. The goal was to create a unified global brand identity and increase overall efficiency in content management. To lead this project, the company turned to webit!, whose expert digital solutions services would prove invaluable for the project’s success.

For many years, Dr. Beckmann followed a decentralized marketing strategy, with independent local marketing teams operating in key markets without significant centralized control. Over time, this approach led to significantly increased maintenance efforts and an inconsistent brand image.

As part of the aforementioned realignment, the company decided to build a consistent brand identity, with a primary goal of adapting the new corporate design to the global website, presenting the brand in a consistent way across digital channels.

Additionally, delivering more efficient content management was another key goal of the project. Dr. Beckmann had already been using a TYPO3-based backend prior to the project, which would be optimized via a number of additional features.

The relaunch was implemented on the company’s existing TYPO3 instance, which was technically and structurally rebuilt as part of the project. webit! was responsible for the conceptual design, and technical implementation of the new website architecture.

The main focus of the project was the consolidation of  the former individual country websites into a centrally managed TYPO3 instance under a common domain that would feature numerous language variants. This would allow  for automated synchronization of product data based on user location, all of which were synchronized through the integration with the Contentserv Product Information Management (PIM) system.

The Contentserv PIM system allows for product information and digital assets to be managed centrally and automatically synchronized with the CMS backend.TYPO3’s open interfaces and flexibility make it easy to integrate a wide range of external products and add-ons.

Once all local page content was transferred to the new domain, and the new corporate design was implemented, the impact soon followed.

The centralized new domain and content structure significantly reduced maintenance efforts, allowing new content to be deployed and updated much faster. It also led to improved domain authority thanks to internal linking, which in turn improved organic visibility. The new architecture has led to a 50% increase in clicks from search engines, substantially increasing overall traffic.

Technical aspects were also greatly enhanced. As measured by the site’s core web vitals, which shows that the load times for the website’s largest visible elements have greatly decreased, both in terms of Largest Contentful Paint (LCP) and Cumulative Layout Shift (LCP), both of which also played a role in improving SEO results, both on mobile and desktop.

Finally, since Spring 2025, the website has been hosted by a provider that covers 100% of its energy needs with hydropower. The custom-built servers, energy-optimized architecture, and hosting setup, all play a role in maximizing efficiency and IT sustainability.

TYPO3 offers the flexibility, scalability, and security that organizations need to manage complex digital experiences with ease. But the real success comes from partnering with the right TYPO3 agency — one that understands your goals and can bring your project to life.

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