Twenty years of web
From the first HTML pages of the late nineties to AI-assisted workflows: I have been through every phase of digital evolution, anticipating the changes rather than being caught out by them.
About
Digital creativity.
Digital creativity.
Technical mindset.
Strategic vision.
I am Paolo Mirabella, a Web & Digital Marketing Specialist with a technical background in computer science. I live and work in Florence, on projects across Italy.
The path
From the late nineties
From the late nineties
to AI-assisted workflows.
My path on the web began in the late nineties, when building a site meant writing every line of HTML by hand. That is how I learned, self-taught: first for myself, then for whoever asked.
Since then the craft has changed many times, and each time I followed the change: from static sites to CMSs, from aesthetics to user experience, from generic traffic to search engine rankings, from visits to conversion data. Today that same curiosity leads me to build artificial intelligence into my everyday workflow.
That is more than twenty years of web design and over 200 projects, for startups, SMEs and large organisations across Italy.
In between, a detail that makes the difference: I did not come to digital from marketing alone. I have a technical background in computer science and I know code first-hand, so I understand how things work below the surface. That is what changes the way I design: I understand the business goal and I can translate it into a coherent digital system, from the strategy down to the line of code.
What sets me apart
An uncommon profile.
Multidisciplinary approach
Web design, development, SEO, marketing, content and communication all handled by the same person: a single point of contact and no handovers that dilute the strategy.
Hands-on with code
First-hand knowledge of HTML, CSS and five programming languages. When something needs deeper work, or a technical problem needs solving, I do not have to delegate.
SEO built into the design
Search engine optimisation enters the project from the structure onwards, not as an afterthought on a site that is already built.
Complex sectors
Experience in fields where information is sensitive and has to be communicated precisely: healthcare, medical devices, scientific research.
Continuous training
Focused courses on SEO, digital marketing, persuasive communication and web development, to stay current in a craft that changes every year.
AI expertise
Artificial intelligence
Artificial intelligence
in everyday work.
In 2023 I implemented artificial intelligence tools to automate content creation and data analysis.
I would not call myself an AI consultant: I am a digital professional who has built these tools into his own method. They are there to analyse better, explore more solutions and cut the time spent on repetitive tasks — so more of it is left for the decisions that matter.
Applied AI skills
- AI-assisted content creation
- AI-supported copywriting
- Data analysis
- Reporting and ROI analysis
- Workflow automation
- Research and document synthesis
Tools and technologies
The tools I use.
An ecosystem built up over the years, covering the whole path: from design to development, from visual content to data analysis.
Web development
HTML · CSS · WordPress · WooCommerce · SureCart · Shopify · Webflow · Framer
Programming languages
Python · Java · JavaScript · C · PHP
Graphic design
Adobe Illustrator · Adobe InDesign · Affinity Designer · Affinity Publisher · Figma · Canva
Images and video
Photoshop · Capture One · Affinity Photo · DaVinci Resolve · Final Cut · CapCut
Marketing and analytics
Google Analytics · Google Search Console · Google Ads · Meta Ads · LinkedIn Ads · TikTok Ads · CRM
Experience
Where I have worked,
Where I have worked,
and for whom.
The years in which the craft became a full-time job, and the organisations I have designed for.
Web & Digital Marketing Specialist
I look after the company's digital work end to end: website, CRM, SEO, content across copy, graphics and video, social profiles, search and social campaigns, email marketing, data and ROI analysis. In 2024 organic traffic grew by 60%.
Web Developer & SEO Specialist
Websites, e-commerce platforms and responsive landing pages for companies, associations and freelancers, often rebuilt from scratch to put navigation, design and search rankings back in order. Alongside that, content production: copy, photography, video.
Projects delivered in these roles
ASMED
Istituto Rinaldi Fontani
REAC Longevity Center
SONC
Acqua Zeta
The projects are described in the portfolio. The full career history, with all the dates, is in the CV in PDF.
Training
I studied, and I keep studying.
2021 — 2022
SEO Specialist
2020 — 2021
Digital Marketing 4.0
2020 — 2021
Persuasive communication
2019 — 2020
Digital graphic design
2017 — 2019
Professional photo and video
In short
Vision and mission.
Vision. To be ready for future challenges by providing innovative, winning ideas and solutions.
Mission. To grow and improve the client's online presence, and take them to success.
Languages
Italian: native
English: B2
Based in
Florence, Italy
Working throughout Italy
Need someone
who covers all of this?
Strategy, design, code and content in one person: that is the combination that keeps a project coherent from start to finish. If that is what you are looking for, for a single job or on an ongoing basis, write to me: I reply within one working day.