figure it ag makes steelit, software that turns CAD files into quotes for sheet metal and steel fabrication, but its outdated WordPress site brought in almost no inbound. Our FOUND team replaced it with a 40-URL site in German and English, built to be found on Google and in AI answers and to book demos, and launched it in October 2026, during EuroBLECH week.
DE + EN
A 40-URL bilingual site launched in October 2026, during EuroBLECH week
figure it ag is a software company in Herisau, Switzerland. Its product, steelit, turns a 3D or 2D CAD file into a quote for sheet metal and steel fabrication, extracting around 90 percent of the quoting inputs automatically. The buyer is a head of sales or a founder at a fabrication firm with 10 to 100 people.
The product was modern. The website was not. It ran on an outdated WordPress install whose last real content was about two years old, and it brought in roughly one demo booking a month. New business came from outbound, trade events and referrals, almost never from search.
That mattered because the market is DACH first, and these buyers search in German. They look for quoting and nesting software when slow quotes are losing them deals to faster competitors, or when two estimators come back with two different prices for the same part. The old site had little to say to either search.
The brief from the discovery call was clear. The new site had to be found on Google and in AI answers, earn the trust of a technical buyer, and book demos. It also had to launch on the existing logo and colors, which were locked until after the autumn trade fair. We already worked with their engineering team, so the website became a second, separate workstream.
From a discovery call in early July to a launch timed for EuroBLECH in Hanover in October, FOUND ran the work in four phases, all pointed at one outcome: a fabrication buyer who finds steelit and books a demo.
Phase 2
Search research came before any copy, in German and in English, because the two markets search differently. The SEO brief became the spine of every page, from laser quoting and nesting software to CPQ for manufacturing and ERP and MES integrations. The opportunity was easy to see in the old data: one legacy post had drawn over 1,300 impressions but only 11 clicks in 16 months.
Strategy · DE + EN Brief
Phase 4
The site is built with Astro as static pages, with German at the root and English under /en/, and hreflang alternates on every page. Organization, WebSite, SoftwareApplication and FAQPage structured data describe the company and the product, and an llms.txt file gives AI assistants a plain summary of steelit, its file formats and integrations. Legacy URLs redirect to the new structure, demo and newsletter forms create contacts in HubSpot, and the client team can edit copy themselves. The site launched in October 2026, during EuroBLECH week.
Launch · Machine-Readable
Phase 1
We opened with a 66-minute discovery call between the full FOUND pod, SEO, copy and design, and figure it's CTO and project manager. We mapped who buys, what slows their quoting down, where leads came from and why the old site did not bring any. The positioning came straight out of that call: from CAD file to quote in minutes. We left with a shared sitemap skeleton covering the product, the use cases, integrations and customer stories.
Discovery · 66 Minutes
Phase 3
No rebrand. The logo and colors stayed exactly as they were, and we designed a new site on top of them. Copy was written against the brief, page by page, in the language a fabrication buyer uses about quoting speed and price consistency. Inner pages for laser quoting, nesting software and the fabrication workflow were designed in September, and every page leads to the same next step: book a demo.
Design · Existing Brand
FOUND, our website and AI visibility team, replaced an outdated WordPress site with 18 pages in English plus legal pages, each mirrored in German: the home page, Why steelit, About, laser quoting, nesting software, CPQ software for manufacturing, ERP and MES integrations, a case studies hub with three customer stories, and a blog with six migrated posts.
Every page was planned from search research, written for the buyer, and built so crawlers and AI assistants can read it without guessing. The client keeps HubSpot for consent and mailing, and their team can edit copy in German and English themselves through a visual editor on the content. The FOUND team was Karolina Knapik leading SEO, Elizaveta Bazilevici on copy, Dan Rinja on design and Adelin Lupu on the build, working with Lia Landa, figure it's project manager.
The site is built with Astro and ships as static pages, so every URL is plain HTML that a buyer, a crawler or an AI assistant can read straight away.
Astro Keyword research in German and English, a brief behind every page, hreflang alternates for de, en and x-default, and redirects that carry legacy URLs to the new structure.
Organization, SoftwareApplication and FAQPage structured data plus an llms.txt file, so an assistant asked about sheet metal quoting software has accurate facts about steelit.
Book a demo and newsletter forms that create contacts in the HubSpot account the client already uses for consent and mailing.
These numbers cover the first 13 days after launch, compared with the 14 days before, from Google Search Console. The window is short and includes the trade fair week, so read it as an early signal. Within 13 days the new pages were already being shown for searches like laser cutting quoting software and cnc nesting software, and the new nesting, laser quoting and integration pages were collecting impressions of their own. Conversion data is not yet available, so we are not claiming demo numbers. After launch, Dennis Höne, figure it's CTO, publicly thanked the team on LinkedIn.
Shipped by FOUND, our website and AI visibility team. See it live: figureit.digital