A full website redesign for a historic paint and décor store in Rome — 14 pages, an architecture built for search, and an online presence worthy of 40+ years in business.
EUROCOLOR is a historic paint and décor store in Rome’s Testaccio district, in business for over 40 years. An authorized Sikkens dealer, it’s a reference point for architects, interior designers, building contractors, professional painters and homeowners — paints, wallpaper, flooring, decorative finishes, and color consultancy built over decades.
A solid, well-rooted business with 130+ positive reviews. But online, it didn’t tell its story the way it deserved.
Testaccio, Rome
Paint store & decorative finishes
40+ years in business
A reputation built over four decades — and a website that reflected neither its authority nor the breadth of what it offered. The redesign had to communicate a market-leading position, work as a local-visibility tool (customers search “paint store Rome”, “color matching Rome”), organize a wide and layered offering without becoming overwhelming, put the client’s key action front and center — the phone call — and stay easy to maintain.
It all started with a structured brief, built as a custom questionnaire to capture history, services, products and clientele in an orderly way. The answers became the foundation of every page.
A hub & spoke structure across 14 pages: Home, About, Contact, a Services page with 5 dedicated sub-pages, and a Products page with 6 categories. Each page targets its own search intent, so the site competes for dozens of local searches at once.
Complete, conversion-focused copy for all 14 pages, with primary and secondary keywords, optimized titles and meta descriptions, and an anti-cannibalization map across home, hubs and spokes.
The least visible but most important part of the project: I verified every service description with the client before launch. Two services were described in a way that promised more than the business actually delivered — I rewrote them to reflect exactly how they work. A site that promises what it delivers builds trust; one that overpromises loses it at the first contact.
Consistent NAP data, LocalBusiness structured data, Google Business Profile alignment, and prominent click-to-call on mobile — because the client's goal was one thing: make the phone ring.
The result: a coherent, complete, fully optimized site — an online presence finally worthy of a business that’s been a reference point in Rome for over forty years.
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If you run a business with a story to tell and an online presence that doesn’t do it justice, let’s change that.
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