In 20 years of work I have done all the jobs of the web in contexts from the large consulting company (IBM) to the innovative start-up (Internet Business News), from public employment (web manager at the Municipality of Cesena) to the large operating manufacturing company on international markets (Colombini di San Marino).These experiences have allowed me to build a methodology that I have used to allow dozens of companies to achieve their goals via the web.At the center is the web marketing plan.To be able to do this I go through the following steps:Definition of objectives: work together with company management to identify the objectives and indicators of the success of the web marketing plan.Quantitative analysis: what are the keywords used in the reference online market to search for the company's products / services?Qualitative analysis: what are the qualifying aspects of the product / service when looking for it online?Competition analysis: which companies appear in search engines before the client company in searches for the keywords identified in the quantitative analysis?Once you have found the answers to all these questions, I represent what I learned about that online market in a mockup complete with conversions and call-to-action which is then discussed down to the smallest detail with the stakeholders of the project.With the mock-up approved, the site goes into construction. Once published, I proceed with the SEO activity and the preparation of a social media marketing plan that works in synergy with the site to maximize conversions.I treat each keyword in each project language as a different market with its content marketing and competition.I also have a long experience as a trainer on web marketing issues and I can therefore spread the methodology to customers, suppliers, stakeholders and colleagues.