A website for every showroom

The brand's website and the showroom's

The brand's website speaks in the third person, presents the collections, the materials, the company, and has the online shop with the single price list. The showroom's website is something else: it is the page of a single store, and it has to answer one question only, “how does coming to you work?”. That is why each of our stores has its own subdomain: the city's name in front of the company's, Milano, Modena, Paris in French. Same structure, same mood, local content: the video of that showroom, the phone numbers, the contacts, the map.

What goes in it

Who we are and how we work. The working method put online, step by step: go to the blog, register in the reserved area, prepare for the first meeting, bring the floor plan of your home; at the second meeting we present the design; then the changes and the confirmation. When the customer walks in, they already know what will happen, and in the showroom we explain it to them again in exactly the same way.

Completed projects. Real homes, where they started from, the 3D design and the finished result. The customer can explore the existing projects freely, and understands that what they see in the photos is what they get at home.

The store's testimonials. They come from that showroom's customers. An architect who works with it, a manager who bought there. People who live in Milan want to hear from people who live in Milan.

FAQs. There are two kinds. General information, “what should I bring to the first appointment? The floor plan”, which the customer reads alone and which shortens the appointment. And the questions that disqualify: “How much does a kitchen cost? It is impossible to answer without a design.” Whoever is looking only for the price understands it is not the right place, before making us waste a morning.

Booking. Enter your email and a message, choose the date, and the appointment goes to whoever runs the store. With the Google map underneath.

Where the advertising leads

The showroom is advertised, on social media and through remarketing, with its presentation video and, below it, a single request: book your visit. Whoever clicks lands on the showroom's website. They watch the video, read the method, look at the testimonials, book. All on their phone. It is the last step of the pyramid: by this point the audience has already been profiled, filtered and disqualified, and the people who get there are those who really want to come.

What changes in the showroom

The customer who has read the showroom's website walks in prepared. They know there are three meetings, they have brought the floor plan, they don't ask “how much does it cost” at the door. The first appointment is shorter and serves its real purpose: understanding the budget and the urgency with the right questions. You can tell straight away who hasn't read it. If you have a store and only one website, the brand's, you are making the store do work the website could have done beforehand. A subdomain costs nothing.

From my classroom courses and my book Direct from Milano. Figures and examples updated to September 2026.