GripShape | Industrial Tooling Website
How GripShape's Marketing Team Went from Developer-Dependent to Fully Autonomous in 3 Weeks
Introduction
GripShape, powered by Fairlane Products, helps manufacturers streamline automation with custom robot gripper finger tooling. With over 60 years of experience in workholding, they built an innovative online design tool enabling engineers to configure custom grippers in minutes without CAD expertise.
This is the same work we do for manufacturers in Fort Worth. And selling to engineers who verify everything before they trust it is exactly what we design for in Richardson.
The Challenge
GripShape's marketing team was stuck. Every website update—new content, campaign pages, small tweaks—required developer involvement. WordPress had become restrictive, slowing their ability to move quickly and support growing digital needs.
They needed a platform their team could own. One that was stable, intuitive, and didn't require a developer on standby for every change.
Project Deliverables and Results
The key wasn't just moving platforms; it was building a system designed for independence. That meant a component-based design system, reusable content blocks, CMS-powered sections, and custom GSAP animations that their team could apply without touching code.
I also created 6 detailed SOPs with video walkthroughs so the team could confidently manage everything themselves.
Migrated their site from WordPress to Webflow with a one-to-one rebuild, we preserved their existing design while unlocking a modern, marketer-friendly platform.
The new Webflow site gives GripShape's marketing team the independence they needed.
Results
GripShape's marketing team now has full control. They can launch pages, update content, and run campaigns without waiting on developers—and without worrying about the site breaking. What used to take days now takes minutes.
A recap of what was built:
- WordPress to Webflow migration for improved marketing team autonomy
- Component-based design system (buttons, CTAs, headers, navigation, videos)
- Custom GSAP animation system controlled via data attributes
- Swiper.js homepage slider pulling featured content from CMS
- Modal pop-up component for video content
- Light/dark navbar variants with automatic switching
- CMS structure with resources, categories, and tags for content filtering
- 6 detailed SOPs with video walkthroughs for team training
6
Pages Built
3
Week Timeline
6
SOPs Delivered
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