Website development for a decorative surfaces brand
Elekta is a brand specialising in interior surfaces, with a range that includes natural lime, microcement and resins for floors and residential spaces. It has been in operation since 1989 and sums up its positioning in a concise formula: materials of the highest quality and certified installation.
That formula encapsulates the crux of the project. In this sector, the product alone is not enough, because the end result depends crucially on who applies it: a resin laid poorly undermines the quality of the material. A website that merely presented the catalogue would leave out half of what the company sells.
We therefore built the website along two parallel tracks. The first is the catalogue, organised by product family with a page for each finish, from lime to natural cements and metallic surfaces. The second is the method, with a section dedicated to the role of the resin applicator and certified installation, which transforms a technical requirement into a guarantee for the end customer.
Underpinning both is the most compelling part of the website: the projects, divided into ‘projects’ and ‘key projects’, featuring documented installations in villas and residential spaces. For a material that is judged by the eye, the finished work is the most effective technical specification. The project is rounded off by pages on history, philosophy and the showroom, a news section featuring trends in colour and trade fair appearances, and the English version of the website.
When the product is only as good as the person applying it
With Elekta, the key decision was not to limit ourselves to the catalogue. When it comes to decorative surfaces, the result depends as much on the material as on the skill of the installer, and a website that merely displayed the products would have told only half the story. That is why the section on methods and certified installation carries the same weight as the catalogue.
The other element we emphasised was the finished projects. Microcement cannot be assessed from a technical data sheet: it is assessed by looking at a finished floor in a real-life setting. Giving projects a structured section, rather than a gallery at the bottom of the homepage, means recognising how the purchasing decision really works in this sector.
NewVisibility was founded in 2013 based on 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 over three hundred clients. We’re a team on a human scale: you speak directly to the people working on your project, with no middlemen, even after the site goes live.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which designed the structure linking catalogue and projects and developed the bilingual website.
Decorative interior surfaces: natural lime, microcement and resins for floors and residential spaces, with a business dating back to 1989.
Because with decorative surfaces the result depends on who applies the material. Certified installation is part of the offer, not a technical detail to be tucked away at the bottom.
To show the material in a real setting. Microcement is not judged from a technical data sheet but by looking at a finished floor: the project is the most effective proof.
Because each one corresponds to a different need and a different search. Separate pages make it possible to describe specific applications and results instead of an undifferentiated list.
Yes, to reach people looking for inspiration. Content on colour trends and trade fair appearances brings traffic from informational searches, upstream of the purchasing decision.
Yes, it is a field close to the furniture district we work in, where we know the product must always be shown applied, not in isolation.