Website redesign for an italian small business with the objective of improve Serch Engine Result Page positioning by using Search Engine Optimization.



AfiCleaning is a small company in the province of Florence specialized in industrial cleaning machines and industrial heating and cooling systems. Founded in 1992 by a family business with the marketing of high pressure washers, today it has diversified its product categories to ensure professionalism and safety to Tuscan industries.

Talesign designed and developed the company’s new website following a digital strategy created ad hoc to ensure resilience in a constantly changing market.

From a preliminary research we noticed how the company presented significant problems in the online discoverability of the presented content. A common problem in small businesses, where the online sphere of the company is usually perceived and managed in an artisanal way.

Today the internet has completely changed our decision-making process for buying products. The Zero Moment of Truth is the basis of our daily choices for any product sector. Not being online means today eliminating a great business opportunity.

The action plan is then turned around the SEO, namely the Search Engine Optimization, to ensure with a Long tail strategy placements in the first page of the search engines for strategic keywork to the company. The choice of Engine Optimization as the basis of the strategy was taken over by the nature of the business. Being technical support the core business, outlining the ideal customer journey maps through a User Research in the field, we noticed that potential customers as a first step research on Google (87% of respondents) a solution to the problem before him.

The first step was therefore the creation of an information architecture that would increase the chances of ranking for specific articles. Then 16 different templates were created for each type of content to be created. After careful content creation and subsequent optimization we proceeded with the online pubblication.

The project brought a 400% increase in site impressions, from an average of 1,000 daily impressions throughout 2021 to 4,000 between September and October 2022.

A similar result can be seen with the number of clicks on the site and the number of requests recorded in the same periods. For more information visit


AfiCleaning’s website interface has been designed to reflect the company’s minimalistic and approachable character.



The site’s SEO strategy led to a 400% increase in website traffic.

Project credits

DisciplinesDigital design, Brand identity
CollaboratorsMarco Sassi