FAQ
Common questions.
Direct answers, no marketing.
Research, mainly. We read extensively about the sector, interview you and your team, often talk to existing customers, and study how your competitors talk (and how they do not). The discovery call and research phase exist precisely for this. We have written for hospitality, legal, fashion, fintech, manufacturing, and architecture. The process is the same each time: we become familiar enough with the domain to write credibly about it. We do not pretend to be sector experts. We are writing experts who learn the sector.
Good copy is usually written from the reader's perspective, not the brand's. It says what the reader needs to know in the order they need to know it. It does not start with the company history when the reader is asking "can this solve my problem." Average copy tells the story the brand wants to tell. Good copy tells the story the reader wants to read. There is also a structural dimension: good copy has a clear single objective per page or per email. When copy tries to do three things at once, it usually fails at all three.
Yes. We write in both English and Italian for most projects. For clients who need both languages, we write the primary version first, then adapt the second. We do not translate: we write each version natively. The Italian version is not a word-for-word transfer of the English; it is written to work for an Italian reader and Italian search behaviour. If a project is Italian-only or English-only, we can accommodate either.
A standard website with 5-8 pages typically takes 3-5 weeks from discovery call to final delivery. This includes the research and outline phase, first draft, revision rounds, and final file. Larger sites or sites requiring both English and Italian versions take longer. We are transparent about timeline at the quoting stage. Rush delivery (48-hour) is available for smaller deliverables.
Not much at the start. A brief call is the most important thing. From there, we will ask for any existing brand materials, competitor names you are aware of, examples of copy you like (and dislike), and clarity on the audience you are writing for. A detailed brief form can delay a project by a week. We prefer the call.
Revision rounds are included in every project. If the first draft misses the mark significantly, we discuss why before revising rather than just rewriting blindly. There is usually a reason: either the brief changed, or there was a misalignment we can identify and fix. We have a clear revision policy: free revisions within scope for the included rounds, and additional rounds available at a flat fee. We have never had a project that could not be resolved within the included revisions when the brief was clear.
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