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Industry: Rail
Location: France / Europe
Year: 2025
Company size: 500+ employees
Masteris is a subsidiary of the SNCF Group, specializing in the maintenance, engineering and expertise of railway rolling stock. As a long-standing player in the sector, Masteris supports transport operators in improving the performance, safety and sustainability of their infrastructure and rolling stock, both in France and across Europe.
Project challenge
In the context of the progressive opening of the European rail market to competition, Masteris needed to strengthen its positioning and clarify its value proposition.
On one hand, their website, last redesigned over five years ago, was no longer able to support the sales narrative: it was overly complex, lacked concrete proof points, and was difficult to use during trade shows or sales presentations.
On the other hand, it had become essential to reinforce Masteris’ institutional and expert positioning, in response to increasingly visible and competitive European players.
Project objectives
Marketing & positioning
- Clarify Masteris’ value proposition in a competitive European environment.
- Assert a strong institutional and expert positioning, consistent with its status as an SNCF subsidiary.
- Highlight key projects and references.
Sales & field use cases
- Turn the website into a true sales enablement tool for commercial teams.
- Structure offerings and expertise for large enterprise decision-makers.
- Provide digital assets that can be easily activated during trade shows, meetings and sales presentations.
Technical
- Simplify the site architecture.
- Ensure performance, SEO / GEO readiness, and scalability.
- Enable full autonomy for internal teams.
Our approach
Step 1. Strategic alignment & website architecture
The project began with a strategic alignment phase aimed at bringing all stakeholders together around business, marketing, sales and institutional objectives. We designed a new information architecture to clearly and hierarchically present solutions, projects, the company, and its commitments.
Step 2. Look & feel and web design
The design phase started with a UI refresh, addressing the need for a strong institutional positioning consistent with an SNCF subsidiary.
We adopted a modern, clear and structured approach, highlighting expertise, projects, proof points and key figures. User journeys were optimized to support both standard navigation and sales-driven use cases, including meetings and trade shows.
Step 3. Webflow-to-Webflow development & migration
The CMS choice naturally remained Webflow, which was already in use for the previous website. Development followed a CMS-first and component-first approach, ensuring a high level of autonomy for internal teams.
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Step 4. Technical validation & go-live
At the end of the project, a full technical validation phase was carried out to ensure a controlled, high-performance launch that could be immediately leveraged by Masteris’ teams. DNS migration and production release were completed with zero downtime.
Results & business impact
- A strengthened value proposition, supported by concrete expertise and references for enterprise decision-makers.
- A reinforced institutional positioning in a competitive European market.
- A sales enablement tool usable during trade shows, meetings and sales presentations.
- A scalable, autonomous and high-performance technical foundation for internal teams.
How can marketing teams gain full autonomy to launch, test, and iterate their acquisition campaigns—without relying on a developer?
How to showcase a highly specialized industrial expertise through a premium, international web experience?