Maspero Elevators

Maspero is a leader in the elevator and special systems sector, with a production ranging from panoramic elevators to ATEX (explosion-proof) systems. The project's goal was to turn the website into an active sales asset, capable of ranking well on search engines not just in Italy, but in key international markets. The task required translating the company's engineering know-how into high-performing digital content, improving existing keyword rankings and tackling new market niches.

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

1. Accuracy vs Readability: Producing technically flawless texts for industry insiders, yet smooth enough for search engines and purchasing decision-makers.
2. International Competition: Standing out in a landscape dominated by large global players.
3. Linguistic Specificity: Managing technical terminology that does not allow for translation errors in 5 different languages.

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

• Value communication strategy We mapped out an editorial plan that goes beyond simply describing products, directly answering the specific technical questions of designers and architects. From inclined lifts to luxury solutions, every piece of content was crafted to target a specific search intent.
• SEO localization (not simple translation) For foreign markets (English, French, Spanish, German, Russian), we didn't just translate literally, we 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 the text, improving time on page and user engagement.