Website redesign for a steel industry supplier
Misano Group is a world leader in supplying products, services and technology to the steel industry. It decided to redesign its website and turned to our agency to develop it.
What defines this project is its international dimension, translated into a concrete choice: the website is available in seven languages, Italian, English, German, French, Spanish, Portuguese and Russian. In this respect it is the most extensive of the projects we handle, and it is not a matter of image: steel is a global industry, and steelworks are located in areas where English is not enough to conduct a technical negotiation.
Managing seven versions requires precise architectural work, because each language must have its own URL structure and metadata to rank independently, without the content being interpreted as duplicate.
The catalogue is organised by product family, with five dedicated areas: graphite electrodes, refractories, raw materials, flow control and volcanics. Alongside the catalogue, the website gives space to three themes that, for a supplier of this scale, matter as much as the products: group strategy, research and development, and corporate social responsibility, which in supplies to large steelworks is increasingly a qualification criterion.
Seven languages are not seven translations
A website in seven languages is the most extensive multilingual project we handle, and the work lies not in the translation but in the architecture. Each version must have its own URL structure and metadata to rank independently in its own market, without search engines interpreting the content as duplicate.
It is a decision taken at the outset, because fixing it later means rebuilding the structure. And there is a precise commercial reason for it: steel is a global industry and steelworks are located in areas where English is not enough to conduct a technical negotiation. In this context, speaking the customer's language is a requirement, not a courtesy.
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 talk directly to the people working on your project, with no intermediaries, even after the site goes live.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which handled the redesign and developed the website's multilingual architecture.
It supplies products, services and technology to the steel industry, with a range that includes refractories, graphite electrodes and raw materials.
Because steel is a global industry and steelworks are located in areas where English is not enough to conduct a technical negotiation with the customer.
A precise architecture: its own URL structure and metadata for each language, so that each version ranks independently without being treated as duplicate content.
Into five product families: graphite electrodes, refractories, raw materials, flow control and volcanics, each with a dedicated page.
Because in supplies to large steelworks it is increasingly a supplier qualification criterion, not just an image element.
Yes. We design architectures that manage several markets while keeping independent visibility for each, without multiplying the updating work.