Dunck
Client
Dunck
Year
2026
Scope of Work
Web Design | UX/UI | Webflow Development | SEO Advisory
Co-created with
Max Hoefeijzers Branding
Dunck are the Netherlands' leading customer loyalty consultancy. 25 years in the business, 300+ organisations helped. Their standing in the market was unquestionable. Their website wasn't reflecting any of it. The project had two briefs: make the site reflect the market leader it was, and move LoyaltyFacts (their content platform on a separate domain) under dunck.nl without losing a single ranking.
The Challenge
The market leader, invisible online. And a content migration that couldn't afford to go wrong.
Their website had none of the authority their reputation had earned. Cluttered navigation, no clear hierarchy, no sense of the depth behind what they do. A potential client landing on the site couldn't tell they were looking at the category leader - the brand and the web presence had simply stopped reflecting each other.
Then there was LoyaltyFacts, a content platform on a separate domain with years of articles ranking for competitive terms in the loyalty space. It needed to move under dunck.nl as part of the project. Doing it cleanly, without a traffic drop, required web design, development, and SEO migration strategy to be treated as one problem rather than three separate ones.
Invisible authority
They were the category leader with 25 years of expertise. Their website made them look like every other consultancy - no hierarchy, no depth, nothing that reflected the scale of what they'd built.
A migration that couldn't go wrong
LoyaltyFacts had years of articles ranking for competitive terms - all on a separate domain. Moving it under dunck.nl without losing that traffic meant treating web design, development, and SEO as one problem, not three.
No editorial autonomy
Every page update, every campaign required a developer. The team had no control over their own digital presence - a problem for an organisation that publishes knowledge content continuously.
The Work
Web design, development, SEO migration strategy, and team training. One person owned it all.
The redesign needed to do one thing above everything else: make Dunck's depth visible the moment you land. Every case on the site leads with the impact - the metric, the result, the number that mattered. Not what the project was, but what it changed. Navigation simplified to five core products, each with its own landing page. Results first, always.
Max handled branding and project management. I took everything else - web design, Webflow development, the LoyaltyFacts migration architecture, and the full client handover: Webflow training and Loom walkthroughs covering every section of the build, so the team could manage the site themselves without a developer from day one.
We built the site in parallel: I was still developing while the team was already filling content. It meant they could go live earlier than if we'd waited to hand over something finished. The migration strategy was baked in from the start - URL structure, content architecture, how articles would move across over time without triggering a visibility drop. Three months. One point of contact.
The Outcome
No ranking dip. Still on retainer.
The LoyaltyFacts migration landed cleanly. Rankings held throughout. Dunck moved off WordPress onto Webflow and the team took to it immediately - the platform made sense to them in a way WordPress never did. They were publishing, building pages, and running campaigns independently within days of launch.
They're still migrating LoyaltyFacts across, article by article. I'm still working with them on retainer, building out new things on the site. The project ended. The partnership didn't.
What clients say
"When the design concept was presented for the first time, it just came to life. That was something we never could have arrived at ourselves. The combination of strategic thinking and strong visual design - conceptually solid, visually striking, with clear reasoning behind every decision - that's what genuinely surprised us."
Leon Toonen, Managing Partner, Dunck
"I've never experienced a project of this scale run this smoothly. Short lines of communication, proactive thinking, and a pace that made the whole build feel much faster and higher quality than anything we'd done before. The result is super sharp - modern, professional, completely in line with the times."
Mirte van der Werff, Loyalty Marketer, Dunck
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