Do you have visitors in different stages of the buying journey?
We help destination companies create websites that make it easier for guests to find the right information, book, and get relevant information when needed, while editors receive a solution that is easier to work in.
Does this seem familiar?
Visitors drop off along the way
Different needs throughout the journey
Administration that takes unnecessary time
Technology limits development
Ready to talk about your website?
Briefly describe your current situation, and we will help you clarify your needs and find the right next steps.
Kläppen Ski Resort
Kläppen's previous website was built in Episerver and was facing an upcoming platform change. After evaluating Optimizely, Contentful, and Umbraco, the choice fell on Umbraco and Umbraco Cloud.
The new solution is built to meet the guest throughout the journey, from inspiration and planning from home to current information about, for example, opening hours and snow conditions once the visitor has already arrived.
Isaberg Mountain Resort
Isaberg previously operated two separate websites for its different activities, which made it harder for visitors to find the right information and for the organization to manage the content.
Today, the activities are gathered on a unified platform in Umbraco, with a flexible block structure that makes it easy to adapt the content according to the season and a bilingual interface for both Swedish and international guests.
Hooks Herrgård
Hooks Herrgård wanted to increase digital sales and make it easier for guests to find the right offer and book directly.
We developed a new structure and design in Umbraco and integrated their booking system. The result is a bilingual and search engine optimized website where the path from inspiration to booking is clearer.
After building solutions for several destination companies and businesses within the tourism industry, we have gained a good understanding of what is actually required of a destination website. We know how to make booking flows, integrations, seasons, and the work of editors function together in a solution that can be developed over time.
We are the largest Umbraco Platinum Partner in the Nordics.
Since 2018, Toxic has grown together with Umbraco, as the first Platinum Partner in the Nordics. The partnership means more than just a title. We continue to contribute to the platform's development, among other things as an Umbraco Contributing Partner 2025 and as co-organizers of Umbracokalaset, Sweden's largest Umbraco event. For five consecutive years, we have also been nominated for the Umbraco Awards.
In 2026, our solution architect and Umbraco expert Daniel Andersson was also named Umbraco MVP, an award given to individuals who have made special contributions to the Umbraco community through knowledge sharing, initiatives, and engagement.
For you, this means access to a large team with deep expertise in Umbraco and experience in building solutions for organizations with complex needs. We work closely with the platform, follow its development, and have the opportunity to contribute to where it is headed.
"Our collaboration with Toxic has developed in a completely natural way and the relationship grows stronger every day. Together we share the vision of combining Umbraco's powerful platform with Toxic's creativity, innovation, and broad expertise from design to delivery, with a large and skilled development team in between. This capability they possess creates security for their clients and is evident in every project that is launched."
A platform that can gather the entire destination.
For destination companies, the challenge is rarely just which CMS to use. It is just as much about how the website is structured and how easy it is to manage everything that happens around it. Multiple facilities, different areas of operation, many editors, booking systems, and content that changes with the season need to work together without the administration becoming unnecessarily complicated.
With Umbraco, it is possible to build a unified platform for multiple websites, operations, or brands while controlling which parts different editors have access to. A flexible block structure also makes it possible to reuse and adapt content as needs and seasons change. This means you won't have to rebuild the website every time the operation changes and instead have a foundation that can develop alongside the destination.
Umbraco + AI: What exists today and what is on the way?
To say that AI development is progressing at a frightening pace may not be sticking your neck out directly. New models are coming almost every day, and the development does not seem to be slowing down anytime soon. But how can one implement and benefit from it in Umbraco? We will clarify that in this post!
7min
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min
Where the ridge meets the sea – the story of Norrvikens trädgårdar
There are places that do something to you even before you understand why. Norrvikens trädgårdar on the Bjäre Peninsula is one such place. Here, where Hallandsåsen meets the sea and a favorable microclimate allows the impossible to bloom, a man's vision has lived on for over a hundred years; through storms, crop failures, changes of ownership, and a period of decline that almost became the end – but it did not.
Common problems on large websites and how they can be solved
The larger a website grows, the harder it becomes to manage – both for those who visit it and those who work on it every day. What was once a clear structure with a few sections becomes, over time, hundreds of pages, countless subcategories, and content that has been added in batches over several years without a common plan. The result is rarely noticeable all at once; instead, it sneaks in until one day the visitor can no longer find what they are looking for, while the editor no longer knows where something should be. Now we will go through some of the most common problems on large websites and what usually tends to solve them.
3min
That is why many organizations choose to switch CMS
A CMS, a content management system, is the tool an organization uses to publish and update content on its website. Most organizations chose their CMS a long time ago (often five, ten, or fifteen years ago) and have since built upon it year after year. Over time, it becomes harder to live with the choice one once made. Licenses become more expensive, editors find it increasingly difficult to work in the system, and what once felt flexible starts to feel like a hindrance. Let’s go through some of the most common reasons organizations choose to switch CMS and what they often want to achieve with the change.
3min
What is required of a good IR website?
Trust is what determines how a publicly traded company is perceived by investors, analysts, and shareholders. Much of that trust is built or lost on the web. An IR website (Investor Relations) is the place where investors, analysts, and shareholders turn when they want to understand how the company is doing and where it is headed. For a publicly traded company, the website is not just a communication channel; it is part of how the company fulfills its information obligation to the market. If an IR website is difficult to navigate or lacks the right information, it costs more trust than one might think. In this blog post, we will therefore go through what an IR website actually needs to contain and what distinguishes a good IR website from one that is just there out of obligation.
4min
Ad copy that converts: what actually makes a difference
Most people who want to improve their ads start off wrong. They rewrite headlines, change images, test new CTAs. And sure, that can have an effect, but that's rarely where the big difference lies. When an ad doesn't convert, it's often because something in the chain after the click isn't working. The ad is just the beginning. This is what actually determines whether an ad converts.
3min
Four Swedes were appointed Umbraco MVP 2026. One of them is our colleague Daniel Andersson!
Last week we traveled to Copenhagen for this year's edition of Codegarden, Umbraco's annual conference and the natural gathering point for the entire global Umbraco community. Two days of talks, Umbraco Awards, and that special atmosphere that arises when people who are passionate about the same thing are in the same room. It was there that the news came: our colleague Daniel Andersson was named Umbraco MVP for 2026.
2min
From the apartment to the continent – the story of Beslag Design
When I step through the doors of Beslag Design in Båstad, I am already greeted in the entrance by what the company has built its entire identity around: careful details that just feel... right. Further into the conference room, the assortment spreads out along the walls; handles, knobs, hooks tastefully arranged. We sit down to hear Pontus Eklind, CEO of Beslag Design, tell how the journey began but, above all, where they are headed.
Toxic celebrates 30 years of strong growth, good profitability, and high trust from both customers and employees.
This year, Toxic celebrates 30 years as a digital partner for companies with needs in web, e-commerce, customer portals, system integrations, and digital business solutions. After three decades in an industry that is constantly changing, we continue to grow, with strong results, good profitability, and a high level of trust from both customers and employees.
3min
The self-playing piano in B2B – Read more about the report Nordic Digital Commerce in B2B 2026
The B2B companies in the Nordics have reached a clear turning point. Litium's tenth edition of Nordic Digital Commerce in B2B 2026 shows that 81 percent of the Nordics' B2B companies today enable sales through digital channels, that digital sales on average account for 31 percent of revenues, and that 58 percent plan to increase their budget for digital commerce in the coming year. The discussion is no longer about whether to digitalize sales – but about how to take the next step.
11min
Markvaruhuset chooses Toxic for new e-commerce platform in Litium
Building e-commerce for a player that sells to both businesses and individuals – with different flows, different logic, and high demands for integration with business systems – is a project that places high demands on the right technical partner. Markvaruhuset has chosen Toxic for that assignment.
2min
Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
We are very happy to be nominated once again for the Umbraco Awards. This year we are nominated in the category Best Cloud Solution with our solution for KABE AB.
3min
What is Meta Andromeda and how does it affect your advertising?
Are you advertising on Instagram and Facebook? Then you have probably noticed that the ads don't work quite like they used to. Suddenly, some ads seem to reach the right people while others disappear in the feed. What is behind the change and what does it mean for you as an advertiser? We will clarify that.
4min
Four websites in one solution – new digital platform for Atle
To create a more flexible, scalable, and editor-friendly web environment, Atle has chosen Toxic as a digital partner. Together, we are now developing a new web platform in Umbraco that brings together several companies in a common solution and creates economies of scale in line with the company's growth strategy.
2min
Toxic named Umbraco Contributing Platinum Partner 2025
Toxic continues to strengthen its position within Umbraco and has now been appointed as Umbraco Contributing Platinum Partner 2025 – an international award that highlights partners who actively contribute to developing and strengthening the entire Umbraco ecosystem.
2min
Toxic begins long-term partnership with Qvalify in SEO and Google Ads
Qvalify is one of Sweden's leading companies in ISO certifications, inspections, and assessments. With over 30 years of experience, they help organizations strengthen quality, efficiency, and security through certification of management systems, training, and various types of audits. To increase visibility and create clearer results regarding their training and certifications, Qvalify has chosen Toxic as a long-term partner in SEO and Google Ads.
3min
SEO for B2B – how to reach the right decision-makers in search results
Working with SEO for B2B is a completely different playing field than optimizing for consumers. The decision-making process is longer, more people are involved, and each deal is often worth much more. This means that every click from the right person can be invaluable, while the wrong traffic risks being a waste of time. At Toxic, we work daily with B2B companies and know how to tailor the strategy to reach the decision-makers who can make decisions.
2min
Sebastian Pierre returns to Toxic – as Developer and Consulting Manager
With extensive experience in programming and a clear interest in leadership, Sebastian is now back at Toxic in the role of developer and consulting manager. In this interview, you will get to know him better, hear about his journey into the IT industry, and how it feels to be back at Toxic again.
4min
Toxic enters into partnership with Meson Group for web and PIM on Litium
Meson Group, which is part of Indutrade, is a leading supplier of valves and flow control products to the global marine industry. With headquarters in Laholm, sales offices in Europe and Asia, and a large network of distributors, Meson works with technologically advanced products and extensive information flows. To strengthen its digital presence and create a more scalable management of product data, they have chosen Toxic as a partner to develop a new global website and implement Litium PIM.
3min
Frequently asked questions about destination company websites
Yes, Umbraco can be used for multiple websites and businesses in the same solution. Permissions can be customized so that different editors have access to the parts they are responsible for, while the organization can consolidate administration in one place.
Of course! With a flexible and block-based structure, it is possible to create content that can be reused, moved, and adapted for example summer and winter seasons without the website needing to be rebuilt each time.
Yes, we build integrations with external systems and have experience with solutions where booking is a central part of the customer journey. How the integration should be designed depends on which booking system you are using and how you want the booking flow to work.
By making the path from inspiration to booking clearer and reducing unnecessary friction, we can increase your conversion. This can involve better structure, clearer CTAs, relevant content at the right stage, and better connections between the website and booking systems. Which measures have the greatest effect depends on what your current customer journey looks like.
Yes, content and structure can be built for different needs, from inspiration and planning to booking and practical information on site. The goal is to make it easy for the guest to find the next relevant step no matter where they are in their journey.
It depends on the scope, the number of integrations, the amount of content, and how complex the existing solution is. Therefore, we start by mapping out your needs and priorities and then develop a clear project plan together with you.