Context

The client was a European B2C e-commerce retailer specialising in home and interior products, from furniture and decorative accessories to children’s items and seasonal homeware. The goal was to strengthen the Italian catalogue with content that felt informative and engaging while remaining consistent across a broad product range.

I initially reviewed and refined existing Italian pages, improving their structure and tone as the client wanted to move away from stiff translations in favour of natural, customer-focused copy. In a second phase of the project, I produced new website content—including informational pages and category overviews—following the structure provided by the client.

The main challenge was balancing variety with consistency. Content ranged from practical furniture descriptions to more aspirational lifestyle articles, yet all needed to feel part of a coherent brand experience.

At the same time, pages had to support SEO without compromising readability. Keywords and headings were integrated carefully, particularly for competitive category and landing pages.

German-language copy was adapted into natural Italian, preserving the original intent while aligning tone and messaging with the local market. For SEO pages, I worked within predefined structures and optimisation tools, integrating key terms smoothly into user-focused copy.

The result was a more coherent Italian catalogue that improved both search visibility and the overall reading experience for customers.