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Case Study

RUUKKI

Digital transformation for performance and scalability

Consolidation of 30+ brand websites for a 700% increase in page speed, a 50% boost in B2B lead generation, and 36% rise in B2C traffic

Executive summary

Ruukki’s digital transformation journey began as part of a larger rebranding effort, driven by their acquisition by SSAB. This rebranding, combined with their desire to centralize and optimize their digital assets, led to the strategic decision to partner with Siili Solutions to modernize their web platform.

The project began in 2014, when Ruukki was looking for a completely new, user-centered web experience that could accommodate their rebranding and consolidation of multiple verticals, including B2B (construction systems) and B2C (roofing products).

The web transformation wasn’t just about a fresh look—it needed to modernize Ruukki's digital infrastructure to stay ahead of the competition, boost SEO rankings, and streamline internal management.

 

Results

  • 30+ brand websites consolidated into a single, scalable platform
  • 700% increase in page speed after platform modernization
  • 50% boost in B2B lead generation, strengthening the sales pipeline
  • 36% increase in B2C traffic and improved SEO performance
  • Marketing team independence – able to launch campaigns without IT support

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Ruukki Construction, a subsidiary of SSAB, is a Nordic company specializing in steel-based building products and services. The company provides sustainable solutions for roofs and walls, helping clients construct energy-efficient buildings across Europe.

Operating in 10 countries and employing around 1,500 people, Ruukki has a strong presence in both business-to-business (B2B) and business-to-consumer (B2C) markets.

Their products cater to large-scale construction systems for businesses as well as roofing solutions for residential customers. Ruukki's focus on sustainability, quality, and innovation positions them as a premium player in the construction industry, with their main brands being Ruukki and Plannja.

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Phase 1: Concept and initial challenges

In 2014, Ruukki set out to modernize its digital presence. The company needed more than just a website migration—it required a completely new concept for a unified, personalized web experience. This transformation was driven by three key factors:

SSAB acquisition & business realignment

Ruukki’s steel business was acquired by SSAB, requiring the removal of steel-related content from their brand identity.

Multi-brand complexity

Ruukki had multiple brands, including Plannja, operating in various verticals (B2B and B2C). The company needed a streamlined digital presence that could segment users effectively and maintain brand consistency.

Technology fragmentation

Ruukki’s digital ecosystem was spread across Sitecore, Episerver, and other legacy systems, making it difficult to scale efficiently and manage content effectively.

Solution:

Establishing a scalable foundation

Siili Solutions designed a concept for Ruukki’s new digital platform, which focused on:

  • Personalized content segmentation – Streamlining the user experience for B2B and B2C visitors.

  • Multi-brand support – Creating a unified platform that could host multiple brands.

  • Future-proof architecture – Recommending a modular design with reusable components.

While Ruukki explored different CMS options, Siili proposed Progress Sitefinity, a flexible, multi-brand-friendly DXP that would allow Ruukki’s marketing team to manage content independently.

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Phase 2: Technology decisions and project launch

With the concept approved, Siili guided Ruukki through critical technology choices to ensure scalability and flexibility:

Platform consolidation

Migrating all brand sites from Episerver and Sitecore to Progress Sitefinity.

Cloud transformation

Moving from on-premise hosting to AWS, providing better scalability and automation.

Reusable component library

Developing a design system that allowed different brands to share core functionalities while maintaining unique branding.

Product information management (PIM) integration

Implementing a custom PIM solution within Sitefinity to manage Ruukki’s diverse product portfolio.

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Phase 3: Implementation and scaling

Despite the complexity, Siili delivered Ruukki’s first live site in just three months, with a full rollout of additional brands following soon after.

 

Over the next few years, Ruukki continued to scale its digital operations on the new platform. The multi-site, multi-brand, multilingual nature of the business required ongoing enhancements, including:

Enterprise system integrations

The new DXP allowed Ruukki to connecting Sitefinity with enterprise systems like:

  1. inRiver PIM (later replaced by SAP Hybris),
  2. M-Files for document & dealer management,
  3. Oracle Eloqua for marketing automation.

Scalability improvements

Continuous cloud optimization on AWS, allowing auto-scaling and reducing operational costs.

Marketing empowerment

The new platform offered Ruukki unparalleled flexibility in managing its digital presence.

The marketing team could independently create new content, campaigns, and sites without relying on IT, allowing them to be more agile and responsive to market needs.

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Phase 4: Continuous improvement

By 2020, the digital landscape had changed. Search engine algorithms now required faster, more optimized websites, and Ruukki’s existing ASP.NET Web Forms technology was holding them back. SEO rankings had begun to drop, and site performance was affecting user experience.

 

Siili stepped in to modernize Ruukki’s platform once again. This time, the team migrated the entire system from ASP.NET Web Forms to ASP.NET MVC, significantly improving site speed and performance.

 

Results

So far, the results have been impressive: Ruukki’s Google page speed rating jumped by 700%, leading to a 50% increase in leads from their B2B segment and a 30% rise in page views overall.

✅ 30 in 1

Ruukki consolidated 30+ brand websites into a single, scalable platform

✅ Seamless rebranding

Enabled seamless rebranding and product restructures without disrupting operations

✅ 700% faster page speeds

With the new platform launched, Ruukki achieved a 700% increase in page speed following platform modernization

✅ More leads

The new platform boosted Ruukki's B2B lead generation by 50%, strengthening the company’s sales pipeline.

✅ Traffic and SEO

The modernization project increased B2C traffic by 36% and improved SEO performance

✅ Seamless integrations

Maintained platform stability through major PIM and technology shifts

✅ Empowered team

The new platform empowered Ruukki’s marketing team to work independently, launching campaigns without IT support

Conclusion

Looking ahead

Ruukki’s digital platform has already proven its ability to survive business, branding, and technology shifts, but the next phase of its evolution is just beginning:

🔹 Migration to .NET Core & React – Enhancing performance, flexibility, and development efficiency.


🔹 Transition to a SaaS-based model – Moving away from AWS infrastructure to a fully managed SaaS solution.


🔹 Ongoing enterprise integrations – Preparing for another PIM system change while ensuring business continuity.

Ruukki’s partnership with Siili Solutions continues to ensure that their digital experience platform remains future-proof, scalable, and aligned with business growth.

    • Agile development
    • User-centered design
    • Modular, scalable design for multi-brand use
    • Continuous integration and deployment (CI/CD)

  • The following technologies and platforms were central to the success of the Ruukki project: 

    • CMS: Progress Sitefinity

    • Web Framework: ASP.NET (migrating from WebForms, preparing for .NET Core & React)

    • Cloud Infrastructure: AWS (future transition to SaaS)

    • PIM Systems: inRiver → SAP Hybris (new migration in progress)

    • Document Management: M-Files

    • Marketing Automation: Oracle Eloqua

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