bsport

Who bsport is and what its website has to do

bsport is a Paris-based software company serving studios, and its marketing site has one big job: bring in good demos. The site speaks five languages, English, French, Dutch, German and Spanish, with translations running on Weglot. We built bsport's site on Webflow and became their web development team through a Fri3nds subscription. Because Fri3nds is a Weglot partner too, every performance and SEO decision we make is built to work with their translation layer, not around it. Xiaoyun Tu, bsport's CMO, is clear about what success looks like.

"we want the website to be fast and we want to make sure that people get the information they need... optimize that kind of journey from the first click to book a demo."
Xiaoyun Tu, CMO, bsport

The challenge: a site built for demos, search and AI answers at once

For bsport, the homepage is the start of a sales conversation, and it has to work beyond people. bsport wants its pages found in search and read by AI answer engines, in every language. Speed, technical SEO and a clean path to the demo form all sit on the same board. Xiaoyun framed the stakes in plain terms.

"we want to make sure that the website is really readable by all the LLMs. And the page speed, you know, all the technical stuff is kind of very important."
Xiaoyun Tu, CMO, bsport

How we cleaned up the path from first click to booked demo

We started the way we always do, by aligning on goals and priorities and putting every request on one shared board. The pages closest to revenue went first. A fast page only helps if the demo form works when someone gets there, so we walked the demo path end to end. We fixed a demo form that was hiding behind the navigation, cleared HubSpot embed errors on the demo and paid campaign pages, and got ChiliPiper loading again. We set up Microsoft Clarity to see how people actually move through the demo page. Technical SEO ran in parallel across all five languages: schema markup, x-default hreflang, localized sitemap variants and clean 301 redirects. Every fix pointed at the one number Xiaoyun cares about most.

"when we say demo, it's kind of good quality demos, not the spammy ones"
Xiaoyun Tu, CMO, bsport

How we keep performance work on the board without guessing the score

Performance stays on the shared board as ongoing work, not a finished vanity claim. Terry went after what was slowing the mobile homepage down: we compressed the hero video poster, prioritized the LCP image so it loads first, deferred Intercom so the chat widget stops competing with the page, and loaded the slider styles asynchronously. Weglot stayed exactly where bsport wanted it. Changes moved through bsport's staging site before release, so the growth team could review them without risking the live demo path. Lab numbers get re-checked before we put any speed KPI in public copy. Until a clean post-fix run lands, this story leads with shipping and the demo path, not a before-and-after score.

What bsport's growth team ships with us now

With the foundations in place, the subscription shifted into building, one slice at a time. bsport's SEO agency set the information architecture, and we turned it into Webflow development: competitor and studio hub pages, then 10 feature pages and 9 studio pages. We built templates for studio-type landing pages, competitor comparisons, webinars and events, so the next campaign starts from a system. Most recently, a partnership page powered by two linked CMS collections. Gabriel on the growth team also got a video walkthrough on asset optimization, so good habits stick after we ship.

• 19 feature and studio pages, plus competitor and studio hubs
• 5 languages covered by our technical SEO work
• 92 tasks completed on the shared board, and counting

How the partnership feels from bsport's side

The flow keeps repeating: align on the next priority, put it on the board, build it on staging, release it, then pick up the next slice. That rhythm is what turns a website into a growth tool that keeps up with the team using it. When we sat down with Xiaoyun for a check-in on how the partnership was going, the answer was short and clear.

"So the team's been very proactive, which is great... we are happy with the collaboration so far as well."
Xiaoyun Tu, CMO, bsport

Credits

• Client: bsport. Xiaoyun Tu (CMO), Gabriel Meynieux (Growth Marketing Manager), Anisha Nawalrai (Partnerships Manager)
• Partners: Weglot (translation layer; Fri3nds is a Weglot partner), bsport's SEO agency (information architecture)
• Webflow development, performance and technical SEO: Fri3nds (Terry)
• Services: Webflow development, Webflow performance optimization, technical SEO, CMS development, Fri3nds subscription