Results, not presentations.
Three case studies. Different sectors, same underlying principle.
Parco Hotel Arenzano
Complete rewrite of a Ligurian boutique hotel website. Homepage, rooms, F&B, experiences, and booking page copy written to convert direct bookings and reduce OTA dependence.
The hotel had a beautiful property but their website read like a brochure from ten years ago. Every page was written from the hotel's perspective rather than the guest's. "We offer" appeared seventeen times in the homepage alone. The brief was to rewrite everything without losing the warmth that existing guests loved, and to move more readers from browse to booking. We ran a competitive analysis of direct booking copy across similar properties in Liguria and the Italian Riviera, then rewrote all twelve pages over three weeks. Direct booking share increased by 31 percent in the following quarter.
GreenLoop Italia
Brand voice guide and 14-email welcome and nurture sequence for a sustainable fashion e-commerce targeting Italian and European conscious consumers.
GreenLoop had a strong product but their emails read like every other sustainable brand: earnest, preachy, and packed with certifications that nobody asked for. They needed a voice that could talk about sustainability without making readers feel like they were being lectured. We built a voice guide that defined how the brand would handle four specific tension points: urgency without guilt, transparency without technical overload, community without cult, and premium without pretension. The 14-email sequence was written against this guide, with each email having a single measurable objective.
Studio Legale Riviera
Website rewrite and 12-month content strategy for a Genoese law firm specialising in maritime and commercial law. Needed to differentiate from large studio marketing and attract mid-market clients.
Law firms are among the hardest clients to write for because there is a strong internal resistance to saying anything direct. Every claim gets softened, every statement gets hedged, and the result is language that says nothing and convinces nobody. The process here was to get the partners talking on the record about specific cases and outcomes (anonymised), then use that language as the backbone of the website copy. The content strategy identified six topic clusters aligned with their target industries and built an 18-month editorial calendar around them.