Maspero Elevatori

Maspero is a leader in elevators and special systems, with a range that spans panoramic elevators to ATEX (explosion-proof) systems. The goal of the project was to turn the website into an active sales asset, able to hold its ground on search engines not only in Italy, but in key international markets. The work meant converting the company's engineering know-how into high-performing digital content, improving the ranking of existing keywords and going after new market niches.

In engineering, the main difficulty is balancing technical rigor with commercial appeal. The key challenges we faced were:

1. Accuracy vs. Readability: Writing copy that is technically flawless for industry insiders, yet fluent enough for search engines and purchasing decision-makers.
2. International Competition: Standing out in a landscape dominated by large global players.
3. Linguistic Specificity: Handling technical terminology that leaves no room for translation errors across 5 different languages.

We implemented a vertical editorial strategy, based on data and competitor analysis:

• Value communication strategy We defined an editorial plan that doesn't just describe products, but answers the specific technical questions of engineers and architects. From inclined systems to luxury solutions, every piece of content was designed to meet a precise search intent.
• SEO localization (not simple translation) For foreign markets (English, French, Spanish, German, Russian), we didn't translate literally, we localized the content. We identified the keywords actually used in the target countries, adapting technical language to local regulations and customs.
• Visual optimization We selected and optimized photographic assets to support the text, improving time on page and user engagement.