Rillion

How the SaaS company gained a scalable, revenue-driving HubSpot website that supports their global expansion.

New marketing team. New brand. New CMS. Rillion’s global expansion journey required more than a nice-looking website. The SaaS company needed a technically seamless solution that connected marketing, sales, and data. And a partner capable of delivering without delay.

Through their partnership with Invise, Rillion now has a scalable and modular HubSpot website that attracts the right audience, increases conversions, and accelerates international growth. And from kickoff to launch, the entire project took just four months.

About Rillion

Rillion is a SaaS provider of accounts payable automation software used by thousands of companies around the world. Using AI-powered invoice capture, automated workflows, and seamless integrations with leading ERP systems, Rillion helps finance teams streamline their accounts payable operations and eliminate manual work. The company has around 200 employees and offices in Sweden, Finland, Denmark, and the United States.

It felt spot on from the very first meeting. Invise understood our needs immediately and were able to quickly jump onto the train that we’d already set in motion. And the longer the project progressed, the more our trust grew.

Jonas Rognon, Web & CRO Manager

The challenge

A website slowing down growth, and a tight timeline to replace it

Rillion was entering a new phase with increased focus on international expansion, particularly in the US market. This required a reset across everything from brand identity to target audience prioritization. A new marketing team was brought in – and quickly realized that the existing WordPress site risked slowing down growth rather than supporting it.

“The design and technical structure felt dated and were difficult to develop further. Our customer offering wasn’t clearly presented, there was outdated content, and we could see the site was no longer attracting relevant traffic or converting effectively. Instead of just updating it with our new brand identity, we decided to build an entirely new website,” says Jonas Rognon, Web & CRO Manager at Rillion.

When planning for the new website began – along with the search for a partner to build it – the timeline was tight. The launch deadline was just over one quarter away.

The solution

A seamless HubSpot ecosystem, delivered efficiently and virtually bug-free

Rillion approached the selection of both CMS and web partner with an open mind. But in discussions with Invise, everything quickly fell into place, according to Jonas:

“It felt spot on from the very first meeting. Invise understood our needs immediately and were able to quickly jump onto the train that we’d already set in motion. And the longer the project progressed, the more our trust grew.”

After mapping Rillion’s needs, Invise recommended building the new website in HubSpot’s CMS (HubSpot Content Hub). As a HubSpot Elite Partner, Invise had previously supported Rillion’s CRM migration to HubSpot. Bringing the website into the same ecosystem where lead management and marketing automation were already handled would not only strengthen alignment between marketing and sales, but also reduce internal administration.

“Having both CRM and CMS in HubSpot gives us a cohesive, easy-to-use setup with smooth integrations. It’s also cost-effective since we don’t have to worry about things like hosting or security updates. Everything we need is included in the same maintenance-free solution,” Jonas explains.

Key strengths of Rillion’s new HubSpot website, built by Invise::

Clear site structure based on SEO analysis and UX/UI best practices, ensuring product messaging is built around the target audience.
Scalable code with no hardcoding, making the development of new modules and features future-proof and cost-efficient.
Centralized data management where converting leads are automatically routed through workflows in HubSpot CRM.
Efficient content publishing using HubDB and HubSpot’s blog tool, allowing global content to be managed centrally rather than created separately for each market.
Accessibility and performance aligned with WCAG standards and optimized for Core Web Vitals, ensuring compliance and a smooth experience for all users
Intuitive and maintenance-free CMS, enabling the marketing team to manage and update the website independently, without relying on external support
Easy optimization with built-in tools for A/B testing of landing pages, CTAs, and more

From kickoff to launch in four months

Returning to the tight timeline: from project kickoff to website launch, only four months passed. What were the key success factors behind the efficient delivery?

Jonas highlights the close collaboration between Rillion and Invise, with short decision paths, rapid feedback loops, and agile iterations. This allowed both teams to maintain a high pace throughout the project, with design, content, and code created in parallel with the development and rollout of Rillion’s new brand identity.

He also emphasizes the expertise and professionalism of the Invise team:

“Everyone involved truly knew what they were doing. In every phase, there was a clear plan outlining what would happen when, and who was responsible. That gave us a strong sense of confidence.”

One detail stood out in particular:

“At the beginning of the project, Invise’s web strategist said, ‘We code without bugs.’ I thought, ‘That’s impossible.’ But it actually turned out to be true, at least to 99%. Five months after launch, we had only found a single bug.”

Results

More conversions from the right audience

The new website delivered measurable results from day one, including increased traffic, faster load times, higher conversion rates, and improved visibility for key search terms – particularly in the prioritized US market.

According to Frida Ahrenby, CMO at Rillion, the impact has been both qualitative and quantitative:

"We see that a higher percentage of visitors now convert into demo bookings, but there’s also a clear difference in the quality of leads coming in compared to before. And since we’re attracting and convincing the right people from the start, we’re more efficient in nurturing leads and building pipeline.”

Built to scale

Scalable code without hardcoding, making the development of new modules and features future-proof and cost-effective.

Centralized data

Converting leads are routed directly through automated workflows in HubSpot CRM.

Quick load time

Enhanced user experience thanks to shorter loading times.

Product Led Growth

Clear product segmentation for an optimized customer journey.

Qualified conversion

Higher share of traffic to demo bookings and more high-quality leads.

Continued collaboration for development and optimization

A core principle in every Invise website project is to deliver platforms that clients can manage independently after launch, without dependency on support. That was also the case with Rillion’s new website. However, the collaboration proved valuable, and Rillion chose to enter into an ongoing optimization agreement with Invise.

“We want to continue developing and optimizing the site with new features and modules. And since we genuinely enjoy working with Invise, it feels natural to keep building together,” says Jonas Rognon.