Dynapps web experience
Dynapps web experience
A scalable web platform for a growing Odoo partner group, built to tell one coherent story across five markets while giving each one room to speak to its own audience.
TL;DR
TL;DR
Dynapps had grown into five countries by acquisition, and its web presence followed the same pattern: five separate stories, each running on its own logic, structured around Odoo modules instead of what Dynapps delivers for customers.
We started with discovery across every market: intake surveys, MD conversations, MX™ positioning work, and a clear-eyed look at where Odoo should power the experience and where a separate layer serves the customer better.
The result is one DatoCMS and Next.js platform across Belgium, the Netherlands, France, Switzerland and Spain, plus a shared group presence for partners and acquisitions. Adding a new country is now a configuration exercise, not a rebuild. Spain proved it: Indaws became dynapps.es two days after the rest of the group went live.
ABOUT CLIENT
ABOUT CLIENT
Dynapps is Europe's leading Odoo implementation partner, with 280+ specialists and 880+ customer references across 13 offices in five countries. Backed by Green Park Investment Partners, it grows by acquiring local Odoo partners, four in the year before this project. Each keeps its own clients and adopts the Dynapps name.
Dynapps is Europe's leading Odoo implementation partner, with 280+ specialists and 880+ customer references across 13 offices in five countries. Backed by Green Park Investment Partners, it grows by acquiring local Odoo partners, four in the year before this project. Each keeps its own clients and adopts the Dynapps name.
SERVICES
SERVICES
Digital product strategy and MX™
Service blueprinting
System landscape discovery
UX and UI design
Frontend development
Headless CMS implementation with DatoCMS
Content modelling and localisation
Data, analytics and consent alignment
YEAR
YEAR
2026
2026
5 markets
5 markets
running on one shared platform
running on one shared platform
4 acquisitions
4 acquisitions
folded into the group in the year before this project
folded into the group in the year before this project
2 days
2 days
for Spain to go live after the rest of the group
for Spain to go live after the rest of the group
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One coherent digital presence across five markets, built on a structure that scales with how we grow. The clearest proof is Spain: a newly acquired company folded into the group presence rather than left as another orphaned site.
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Nikki Jacobs
Nikki Jacobs
Chief of Staff, Dynapps
Chief of Staff, Dynapps
THE CHALLENGE
THE CHALLENGE
A group of companies that needed to look like one
A group of companies that needed to look like one
Each acquisition arrived with a website already running, built on Odoo's own website builder and structured around the modules Dynapps sells, not the problems it solves. Its own sales team called the site "very generic, it doesn't differentiate us from other partners." Local teams edited shared Odoo templates, so any market could drift from the shared design, and editing your own translations meant touching everyone else's. Switzerland's custom development business had no page of its own, and every new acquisition meant building a site from scratch.
Each acquisition arrived with a website already running, built on Odoo's own website builder and structured around the modules Dynapps sells, not the problems it solves. Its own sales team called the site "very generic, it doesn't differentiate us from other partners." Local teams edited shared Odoo templates, so any market could drift from the shared design, and editing your own translations meant touching everyone else's. Switzerland's custom development business had no page of its own, and every new acquisition meant building a site from scratch.
THE SOLUTION
THE SOLUTION
Strategy first. A platform designed for growth.
Strategy first. A platform designed for growth.
We ran discovery across every market before designing a single page. We mapped four possible structures for the site, then scored the two strongest against conversion, SEO reach, first-time clarity, and how well each scales. Dynapps chose to lead with industry. The site now offers two ways in: by industry, carrying the sector expertise and cases that belong to it, and by challenge, covering the five problems Dynapps keeps getting called in to fix, including rescuing an Odoo project that stalled with another partner. Odoo keeps doing the job it does well: CRM, leads, the customer portal. The website is a separate, headless layer on DatoCMS and Next.js, with one shared model and block library across group and markets.
We ran discovery across every market before designing a single page. We mapped four possible structures for the site, then scored the two strongest against conversion, SEO reach, first-time clarity, and how well each scales. Dynapps chose to lead with industry. The site now offers two ways in: by industry, carrying the sector expertise and cases that belong to it, and by challenge, covering the five problems Dynapps keeps getting called in to fix, including rescuing an Odoo project that stalled with another partner. Odoo keeps doing the job it does well: CRM, leads, the customer portal. The website is a separate, headless layer on DatoCMS and Next.js, with one shared model and block library across group and markets.
SUCCESS DRIVERS
SUCCESS DRIVERS
SUCCESS DRIVER 1
SUCCESS DRIVER 1
Clarity before content
Clarity before content
Before any page template existed, we sent an intake survey to every market and function, talked to each MD one on one, and spent a day on MX™ positioning work with group leadership and all five country teams in the same room. That day surfaced decisions Dynapps had yet to make together: what it stands for beyond Odoo, and which industries it is investing in, a question the old module list let it dodge. Because the positions came from the markets as much as headquarters, the alignment was, in the client's own words, "ours to own."
Before any page template existed, we sent an intake survey to every market and function, talked to each MD one on one, and spent a day on MX™ positioning work with group leadership and all five country teams in the same room. That day surfaced decisions Dynapps had yet to make together: what it stands for beyond Odoo, and which industries it is investing in, a question the old module list let it dodge. Because the positions came from the markets as much as headquarters, the alignment was, in the client's own words, "ours to own."
SUCCESS DRIVER 2
SUCCESS DRIVER 2
Group consistency, local relevance
Group consistency, local relevance
The group owns the storyline and publishes it. Markets hold editor rights and real say over what a local buyer judges them on: which industries they feature, their own case studies, their own client proof. Four page templates keep the design consistent enough for one central reviewer to check pages built by five markets, without flattening what makes each market credible. The result is visibly local: Belgium leads with Laboratories and 370+ references, Switzerland leads with custom development, and Spain opens with the rebrand: same people, same commitment, new name.
The group owns the storyline and publishes it. Markets hold editor rights and real say over what a local buyer judges them on: which industries they feature, their own case studies, their own client proof. Four page templates keep the design consistent enough for one central reviewer to check pages built by five markets, without flattening what makes each market credible. The result is visibly local: Belgium leads with Laboratories and 370+ references, Switzerland leads with custom development, and Spain opens with the rebrand: same people, same commitment, new name.
SUCCESS DRIVER 3
SUCCESS DRIVER 3
An architecture that can absorb change
An architecture that can absorb change
Dynapps' growth model demanded a platform that takes on a new market without a rebuild. We separated the structured business data Odoo owns from the editorial content DatoCMS owns, and gave group and markets one shared model and block library, so a case study or industry page built for one market can be copied straight into a market building its first one. Onboarding is now closer to configuration than to a project from scratch. Spain proved it: Indaws generated the majority of its leads from its own site, so redirect mapping became critical path, and Spain launched two days after the rest of the group.
Dynapps' growth model demanded a platform that takes on a new market without a rebuild. We separated the structured business data Odoo owns from the editorial content DatoCMS owns, and gave group and markets one shared model and block library, so a case study or industry page built for one market can be copied straight into a market building its first one. Onboarding is now closer to configuration than to a project from scratch. Spain proved it: Indaws generated the majority of its leads from its own site, so redirect mapping became critical path, and Spain launched two days after the rest of the group.
SUCCESS DRIVER 4
SUCCESS DRIVER 4
Measurement and consent built into the launch
Measurement and consent built into the launch
The tracking Dynapps inherited ran with Google's consent mode off, duplicate tags double-counting Google Ads conversions, and a reverse-lookup tool identifying visitors ahead of any consent gate. We rebuilt it as one tag setup across every domain, with consent assigned per tag and a dedicated region for Switzerland, and validated the form and ad-platform data flows into Odoo before launch. Dynapps' external marketing agency singled it out as the most care a technical partner had ever put into their data and tracking. Ine Wouters, Head of Marketing at Dynapps: "They think before they build, and they will tell you when you are wrong. You get a partner who understands the commercial logic underneath the website, not just a vendor executing a spec."
The tracking Dynapps inherited ran with Google's consent mode off, duplicate tags double-counting Google Ads conversions, and a reverse-lookup tool identifying visitors ahead of any consent gate. We rebuilt it as one tag setup across every domain, with consent assigned per tag and a dedicated region for Switzerland, and validated the form and ad-platform data flows into Odoo before launch. Dynapps' external marketing agency singled it out as the most care a technical partner had ever put into their data and tracking. Ine Wouters, Head of Marketing at Dynapps: "They think before they build, and they will tell you when you are wrong. You get a partner who understands the commercial logic underneath the website, not just a vendor executing a spec."
NOVEMBER FIVE
If the product is core to your business, you can't afford to get the team wrong.
NOVEMBER FIVE
If the product is core to your business, you can't afford to get the team wrong.
NOVEMBER FIVE