Three case studies. Three results.
Copy that did something measurable.
Campania Startup
Full long-form sales page for a B2B SaaS startup based in Campania. Previous page had a 0.8% conversion rate on paid traffic. After the rewrite, conversion climbed to 4.1% on the same traffic source. The difference was not the design.
The original page had eleven different CTAs. It explained the product from the inside out: features first, benefits buried. The audience (operations managers in mid-market manufacturing) were skimming to find specific pain points and leaving when they did not find them quickly. We restructured around three primary pain points identified in customer interviews, cut the feature descriptions by 60%, and moved the social proof earlier. The page now answers the reader's actual question before it explains what the product does.
Meridian Hospitality Group
12-issue monthly newsletter for a boutique hotel group with properties in Campania and Calabria. Built from scratch: voice guide, template structure, editorial calendar. Open rate: 41%. Click rate: 9%. Unsubscribe rate under 0.2%.
Hotel newsletters usually fail because they are written for the hotel, not the reader. They announce new packages nobody asked for, share season-end updates nobody cares about, and offer discounts that undermine the brand positioning. The brief was to build a newsletter that guests actually read and look forward to. We built it around a single editorial idea: the newsletter as a travel companion, not a marketing channel. Each issue focuses on a specific part of the region, written from the perspective of a knowledgeable local. It recommends the hotel where genuinely relevant and only where relevant.
Studio Avvocatura Di Lorenzo
8-month thought leadership programme for a Caserta-based law firm specialising in commercial and construction law. 12 articles, 6 LinkedIn pieces, 2 white papers. Organic search traffic increased 280% in 6 months.
Law firms face a specific credibility problem in content: their instinct is to hedge every claim to the point where the content says nothing useful. The articles end up legally impeccable and useless as thought leadership. The work here was to build a content programme that was genuinely useful to the target audience (property developers and commercial contractors in Campania), specific enough to build real expertise credibility, and written in language those readers actually used. That required working closely with the partners to extract specific case knowledge while keeping client confidentiality intact.