The Client
Ceramiche Keope is a company of the Atlas Concorde Group, a leader in the porcelain stoneware flooring and wall coverings sector.
Services provided
Goal
Ceramiche Keope aimed to strengthen its digital strategy and improve organic traffic acquisition. Through the website redesign, the project aimed to increase visibility on search engines and enhance the user experience across all devices.
Solution
AND EMILI proposed an integrated approach for the redesign of Ceramiche Keope’s website, basing the work on four key principles:
- Technical performance
- Omni-device functionality
- Semantic expansion
- Visual effectiveness
The redesign was data-driven and SEO-focused, while maintaining the visual importance of the brand: the product and its representation are the foundation of Ceramiche Keope’s excellence. The new website was designed to increase organic traffic, strengthen brand awareness, and facilitate contact with clients and prospects.
Content Structure
At the beginning of the project, a content audit of the current site was conducted. This content served as the foundation for defining the structure of the new site, considering SEO analysis, user behavior on the previous site, and best practices in SEO, UX, UI, and CRO.
UX Design
User experience was the core of the redesign, reimagined to meet the needs of the identified target audiences. Through workshops with Keope’s managers and interviews with architects and dealers, user needs and expectations were identified. The interface design was optimized to facilitate navigation and improve interaction, ensuring a smooth and intuitive experience with reduced loading times and optimal performance across all devices.
UI Design
The user interface design was developed following Ceramiche Keope’s guidelines. From these, an elegant and contemporary aesthetic refresh was applied, with particular attention to product visibility and clarity. The interface was designed to be attractive and functional, adopting a responsive approach to ensure accessibility on all devices.
Software Development
Technologies such as HTML5, CSS3, and frameworks like Bootstrap were used to create a website that adapts fluidly to different screen resolutions and sizes. The site architecture is based on Microsoft ASP.NET 8 technology, ensuring modularity, portability, and extensibility. Umbraco CMS was chosen for content management due to its ease of use and advanced SEO and multilingual management features. In addition, integrations with the company’s CRM, Salesforce, were implemented.
SEO
AND EMILI implemented a comprehensive SEO strategy, including both on-site and off-site activities. From a technical standpoint, a migration plan was implemented to preserve the ranking of the previous site, along with interventions aimed at ensuring proper indexing of new content and correct targeting in international markets. The optimization of meta tags, page markup according to the Schema.org framework, and the reworking of content with an SEO focus were carried out to target key keywords and expand the semantic coverage of the site. In this context, a blog was also launched, with the definition of a corresponding editorial plan in a multilingual perspective.
Measurement, Reporting, and Tag Management
AND EMILI developed a measurement plan aligned with the project’s KPIs, reconfiguring the existing Google Tag Manager container. A dynamic dashboard was created to monitor the key performance metrics of the site. Periodic reports and performance improvement suggestions complete the consulting activity.
Results
Overall website traffic growth of 11% in terms of users (YoY comparison April-May 2024 vs. 2023).
Significant increase in semantic coverage. In September 2023 (according to Semrush data), keope.com captured approximately 9,630 keywords, whereas in June 2024, this number rose to 14,111, representing a 46.53% increase.
Gained access to traffic from Google Discover – a previously untapped channel – which generated over 35,000 impressions in the first six months after the launch of the new website.
Technical performance exceeding industry benchmarks in terms of speed and Web Vitals parameters, with PageSpeed Insights scores averaging over 80/100 on mobile and 97/100 on desktop.
