Website development for a livestock farming equipment company
Clerici is a metalworking company specialising in the design of rabbit and poultry farming systems. It turned to our web development agency to create a website showing in detail the types of systems it designs, starting from a close collaboration in which we defined requirements and objectives together.
The structure reflects the way a farmer thinks. The catalogue is not organised by code or by construction family, but by farming stage and method: poultry systems are divided between chick rearing and laying hens, with floor systems with nests and floor systems with aviaries; rabbit systems cover cage farming for breeding does and replacement stock. Each type has its own page, alongside the accessories sections.
One technical detail reveals the attention this sector requires: some products exist in distinct versions by market, such as the European and Swiss variants of the same system. Animal welfare regulations differ between countries, and the website treats them as separate products instead of hiding them in a note, because a farmer needs to know straight away which version they can install.
In keeping with an international clientele, the website is available in four languages: Italian, English, German and French. The project is completed by corporate sections on the company’s history and philosophy and a page dedicated to the working method, which in a sector built on made-to-design systems matters as much as the catalogue.
Understanding the client’s trade before structuring the website
For Clerici we worked closely with the client to define requirements and objectives, and it was necessary: a catalogue of livestock farming systems is not organised by looking at product codes, but by understanding how a farm is structured. Chick rearing, laying hens on the floor with nests or aviaries, breeding does and replacement stock are the categories buyers think in.
The same goes for a detail that might have seemed marginal: product variants for European and Swiss regulations. Treating them as distinct products rather than footnotes is a choice that comes from understanding that, for a farmer, that difference is decisive. It is the kind of attention you get by listening before designing.
NewVisibility was founded in 2013 from an idea by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a team on a human scale: you speak directly with the people working on your project, with no intermediaries, even after launch.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which defined requirements and objectives together with the client and developed the multilingual website with the systems catalogue.
It is a metalworking company specialising in the design and manufacture of poultry and rabbit farming systems, with solutions for the different farming stages and methods.
Because that is how buyers think. A farmer starts from the stage they need to equip, not from the construction family or the manufacturer’s internal code.
Because animal welfare regulations differ between countries. Presenting them as distinct products lets farmers understand straight away which version they can install.
Because the clientele is international. Italian, English, German and French cover the target markets, each with an independently indexed version.
In a sector of made-to-design systems, yes. Clients are not buying an off-the-shelf product but a design process, and they want to understand how it will unfold before starting.
Yes. We work with several industrial companies in the area, designing technical catalogues structured around the way customers search, not around the company’s internal organisation.