Maspero Elevators

Maspero is an excellence in the field of elevators and special systems, with production ranging from panoramic elevators to ATEX (explosion-proof) systems. The goal of the project was to transform the website into an active commercial asset, capable of presiding over search engines not only in Italy, but in strategic international markets. The intervention required converting the company's engineering know-how into performing digital content, improving the ranking of existing keywords and attacking new market niches.

In engineering, the main difficulty is balancing technical rigor with commercial appeal. Critical challenges faced have been:

1. Accuracy vs. Readability: Produce text that is technically flawless for insiders, yet smooth enough for search engines and purchase decision makers.
2. International Competition: Emerging in a landscape dominated by large global players.
3. Linguistic Specificity: Handle technical terminology that does not allow translation errors in 5 different languages.

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

• Value communication strategy We defined an editorial plan that not only describes products, but also answers specific technical questions from designers and architects. From inclined systems to luxury solutions, each piece of content is designed to intercept a specific research intention.
• SEO localization (not simple translation) For foreign markets (English, French, Spanish, German, Russian), we did not translate literally, but localized the content. We identified the keywords actually used in the target countries, adapting the technical language to local regulations and customs.
• Visual Optimization Selection and optimization of photographic assets to support text, improving dwell time on page and user engagement.