Who built the new Esselle Servizi website?

The new Esselle Servizi website, live since 29 October 2026 at esselleservizi.com, was designed and developed by Digital Runner, a digital marketing agency in Turin: visual direction, pages, content, SEO and GEO, forms, newsletter and migration from the old site.

What is the animation on the esselleservizi.com home page?

It is an emergency floor plan drawn in thin lines, with the “You are here” dot and an escape route that draws itself to the Exit sign, like the evacuation plans Esselle prepares for businesses. It is made without libraries, and anyone who reduces motion on their device sees it still.

How does “Trova il corso” work on the Esselle Servizi website?

You answer a few questions in steps: the type of business, who needs training, a few details only when needed and how many people. At the end a training plan appears with the recommended courses, the reason for each one and the next date at the premises, which you can send to Esselle with the form already filled in.

Do the old .php addresses of the Esselle website still work?

Yes. The new site uses clean URLs, but every old .php, .htm or .html address, the 2025 PDFs and the old site's images lead to the right page with a 301 redirect: 40 rules in all, which must never be removed.

How are Esselle Servizi and ASO Facile connected?

ASO Facile, the online training portal for dental assistants, belongs to Esselle Servizi. Digital Runner looks after both: the ASO Facile portal and the new Esselle website.

What technology is the Esselle Servizi website built with?

Astro, published as static pages on Vercel, with no JavaScript framework in the browser. Forms and the newsletter go through Brevo with a serverless function written without dependencies.

Who built the new Esselle Servizi website?

The new Esselle Servizi website, live since 29 October 2026 at esselleservizi.com, was designed and developed by Digital Runner, a digital marketing agency in Turin: visual direction, pages, content, SEO and GEO, forms, newsletter and migration from the old site.

What is the animation on the esselleservizi.com home page?

It is an emergency floor plan drawn in thin lines, with the “You are here” dot and an escape route that draws itself to the Exit sign, like the evacuation plans Esselle prepares for businesses. It is made without libraries, and anyone who reduces motion on their device sees it still.

How does “Trova il corso” work on the Esselle Servizi website?

You answer a few questions in steps: the type of business, who needs training, a few details only when needed and how many people. At the end a training plan appears with the recommended courses, the reason for each one and the next date at the premises, which you can send to Esselle with the form already filled in.

Do the old .php addresses of the Esselle website still work?

Yes. The new site uses clean URLs, but every old .php, .htm or .html address, the 2025 PDFs and the old site's images lead to the right page with a 301 redirect: 40 rules in all, which must never be removed.

How are Esselle Servizi and ASO Facile connected?

ASO Facile, the online training portal for dental assistants, belongs to Esselle Servizi. Digital Runner looks after both: the ASO Facile portal and the new Esselle website.

What technology is the Esselle Servizi website built with?

Astro, published as static pages on Vercel, with no JavaScript framework in the browser. Forms and the newsletter go through Brevo with a serverless function written without dependencies.

Esselle Servizi: the new website

01The idea

AN EMERGENCY FLOOR PLAN,
COME TO LIFE

Esselle draws up evacuation plans and emergency floor plans, and the green of its brand recalls the green of safety signs. That is where the idea came from: the website is an emergency floor plan. At the top right of the home page there is the plan of an office in thin lines, with desks, a meeting table, a staircase and doors; next to the headline there is the red dot “You are here”.

From that dot a dashed escape route runs down the whole page, to the left of the text, and lights up as you scroll. It ends at the contact block, where the green “Exit” sign sits, the only solid colour on the site. The message lands without explanation: the route leads to Esselle.

The “You are here” dot at the top of every page
An escape route down the page that lights up as you scroll
The Exit sign on the contact block

Visit esselleservizi.com

La home del nuovo sito di Esselle Servizi: «I tuoi esperti in sicurezza», il pallino «Voi siete qui» e la planimetria d'emergenza con la via di fuga — The home page: the headline, the “You are here” dot and the floor plan with its legend.

Il cartello Uscita verde dove finisce la via di fuga, accanto ai contatti di Esselle Servizi — The escape route reaches the Exit sign, next to the contact details.

02The design study

TWO SKINS,
ONE CHOICE

The first visual version was dark and theatrical: a very wide, very bold typeface, dark green sections and one section that “switched the lights off” when it came into view, leaving only text and pictograms lit, like photoluminescent signage. It was turned down because it “felt too much like AI”. The structure, content and addresses stayed; the skin changed.

The direction we chose is called C, “People”: a white background, ink-coloured text and petrol green used only as a signature, for links, notes and the escape route. The typeface is Libre Franklin, with medium-weight headings and no capitals; the handwritten notes in Caveat, slightly tilted, appear at most once per section and quote real phrases from Esselle. The home page shows the staff, with their real photos.

Amber for workplace safety
Petrol green for HACCP and health
Blue for data protection and course dates
Plum for healthcare and dental practices

I tre ambiti di Esselle Servizi in home: sicurezza sul lavoro, igiene degli alimenti e privacy, ognuno con il suo colore — The three areas on the home page, each with its own colour and icons.

Lo staff di Esselle Servizi in home, con le foto vere e una nota scritta a mano — The staff with their real photos and, on the right, a handwritten note.

03The animation

THE ESCAPE ROUTE
DRAWS ITSELF

When the home page opens, the escape route draws itself on the floor plan: it starts from the green dot in the first room, goes through the doors and reaches the exit at the bottom right, where the arrow and the sign appear. It is the only automatic movement on the page, and it lasts a second and a half.

It is built to be light: the floor plan is a vector drawing written into the page's code, and the dashed line is revealed by a mask animated with a few lines of JavaScript, with no libraries. The route down the page follows the scroll with a single calculation per frame. Anyone who has asked their device to reduce motion sees everything already drawn and still.

1,5 s
to draw the escape route on the home page: 0
animation libraries

Made with ♥, PPE on
and zero injuries.

04Find the course

FOUR QUESTIONS,
TWENTY SECONDS

Many business owners don't know which courses their staff need. For them there is “Trova il corso” (find the course): a few questions in steps, what kind of business it is, who needs training, a few details only when needed, how many people. While you answer, a little running figure moves along a small escape route towards the exit.

At the end comes the training plan: the recommended courses, the reason for each one, taken from the course pages, and the next date at the premises. With one click the plan becomes an enquiry, with the form already filled in. The plan only uses what is already written on the site: no invented obligations.

Questions in steps, with details only when needed
The reason for each course and the next date
The plan becomes an enquiry already filled in

Try Trova il corso

From the questions to the training plan, recorded on the site.

Trova il corso sul sito di Esselle Servizi: la tappa «Chi va formato?» con l'omino sulla via di fuga — Halfway there: who needs training.

Il piano di formazione di Trova il corso, con i corsi consigliati, il perché e la prossima data — The training plan, with the reason and the next date for each course.

05Dates and forms

FROM THE DATE
TO THE BOOKING

The menu opens in panels: services grouped by area, courses grouped by subject, each item with its icon and the colour of its area, and next to them the next three dates at the premises. At the bottom of each panel there is a strip to ask for a quote, and the button stays fixed in the header.

Every upcoming date, in the menu, the calendar and the course pages, leads to the form with the course and the date already selected. The form asks whether it is a booking or a quote and how many people will attend; past dates drop out on their own. Enquiries are sent through Brevo, and those about ASO courses are copied to the person in charge of ASO training.

The dates update themselves. The pages are static, but every time one opens a small script checks the sessions against the current date and time in Italy: finished sessions fade out, those already under way lose the “Iscriviti” (book) button and drop out of the form, and the menu keeps only the next ones still open. If a course has no dates left, the calendar gives way to an invitation to write and find out when the next session starts. The same check also removes past sessions from the structured data Google reads.

Panel menu with the next dates
Dates updated against the current date and time
2026 and 2027 calendar of courses at the premises
Form with the course and date already selected
Sent through Brevo, ASO courses copied to the person in charge

Il pannello Corsi del menu di Esselle Servizi, con le aree, le icone e le prossime date — The Courses panel: subjects, icons and the next dates.

Il pannello Servizi del menu di Esselle Servizi, diviso per ambito — The Services panel, grouped by area.

Il calendario dei corsi in sede di Esselle Servizi, con le date da cliccare per iscriversi — The calendar of courses at the premises: every date leads to booking.

Il modulo di iscrizione con il corso antincendio e la data già scelti — After a click on the date, the form already has the course and the day.

06On the phone

THE SAME ROUTE,
IN YOUR POCKET

On a phone the escape route runs along the left edge of the screen, the menu opens as an accordion with the same icons, and course dates sit in two columns, with multi-day sessions at full width. Long tables scroll sideways instead of spilling off the screen.

“Trova il corso” is designed for the thumb too: large answers, one under the other, and a training plan you can read without zooming.

La home di Esselle Servizi vista da telefono — The home page.

Il menu dei corsi di Esselle Servizi da telefono — The courses menu.

Trova il corso da telefono — Trova il corso.

Il piano di formazione da telefono — The training plan.

07Content, SEO and GEO

A PAGE
FOR EVERY QUESTION

Before writing, we looked at what people search for: on Google the old site only came up for the name “Esselle Servizi”, while searches such as “evacuation plan”, “HACCP manual” or “level 1 fire safety course” had no page to answer them. That is how 9 service pages, 11 course pages with duration, audience and upcoming dates, and 13 blog articles came about.

Every regulatory fact comes from official sources gathered in research dossiers, with the link at the bottom of the page; every fact about Esselle comes from its own materials. The historic pages keep their title at the front, made longer, and have been updated to today's rules. For GEO there are frequently asked questions written as answers, structured data for the company with its REA number and accreditation, the courses with every upcoming session, an llms.txt file and a robots.txt open to AI crawlers.

Service pages, course pages and articles with sources
Historic titles kept at the front
Structured data for the company, courses, people and FAQs
llms.txt and robots.txt open to AI crawlers

La pagina del corso antincendio livello 1 a Torino, con il corso in breve e le prossime date — A course page: the course at a glance, the venue and the next dates.

08The migration

NO LINK
LOST ALONG THE WAY

Esselle's home page is linked from 100 domains, and the old addresses all ended in .php. The new site has clean URLs, such as /haccp or /corsi-aso, but every old address leads to the right page with a 301 redirect, so that Google and anyone arriving from an old link don't get lost.

We rebuilt the list from the old server's sitemap and links and from the copies in the Wayback Machine archive, including the very old esselleservizi.it: .php, .htm and .html pages, the 2025 calendar PDFs, the previous ISO certificate and the old site's images. That makes 40 rules, and they must never be removed.

40
301 redirect rules: 100
domains linking to the home page

09The details

COOKIES NEED
PPE TOO

The cookie banner is written by us and has its own little scene: a green figure running under an emergency light, with the heading “Anche i cookie hanno bisogno di DPI” (cookies need PPE too). Google Maps only loads with consent, or with a click, and no request goes to Google before the choice is made.

At the bottom of every page there is the notice on the use of artificial intelligence, as Article 50 of the AI Act requires, with the details of the new S.r.l. and the newsletter box, now on Brevo. For the launch we also prepared the newsletter “Esselle Servizi has become an S.r.l.”: what changes with the new name, what stays the same and what you will find on the new site.

Il banner dei cookie di Esselle Servizi: «Anche i cookie hanno bisogno di DPI», con l'omino che corre — The cookie banner, with the running figure and the emergency light.

10Performance

LIGHT
AS A SIGN

The site is built with Astro and published as static pages on Vercel: no JavaScript framework in the browser. Menu, escape route, course dates, forms and cookies fit in a single JavaScript file of about 3 KB compressed; the floor plan has its own small script inside the page.

The typeface is hosted on the site, in a single preloaded variable file; the Caveat used for the handwritten notes is not preloaded and arrives just after. At the top of the page there is a text headline, not an image, so the first thing to read arrives straight away. The ambient videos only play when they are on screen.