A website, an online shop, a campaign: from the outside you see a page. Behind it are analysis, decisions, data collected every day and years of experience. This page tells you what happens behind the scenes. Not to show off: so we understand each other before we work together.
Someone buying a good cheese doesn't see the early mornings, the milk you chose, the batches that didn't age right and taught you something. Someone walking into a restaurant doesn't see the morning shopping or the evening books. Every business owner knows how much work goes into what they sell. And almost all of us, looking at someone else's work, think: “how long can that possibly take?”
Digital is the same. Worse, actually: the result is made of screens, and a screen always looks like a small thing. What it costs is everything underneath.
When a doctor sees you for twenty minutes, you're not paying for twenty minutes. You're paying for the years of study that let them understand in twenty minutes what's wrong with you. A lawyer who solves your problem with one letter has years of statutes, rulings and cases behind them. Digital works the same way.
When you ask me for a piece of work, a good part of it has already been done: months and years of study, of testing, of mistakes, of my own projects where I learned things the hard way. That's why something done well looks quick. Looks.
The way it picks its results is updated all the time. What worked last year may not be enough today.
The online right of withdrawal required by EU directive 2023/2673, the new rules on cookie consent: anyone selling online has to keep up, and whoever supports them has to get there first.
New versions of the platforms, new services, an artificial intelligence that takes a step forward every few months. You have to try them first to know when they're worth using.
Staying up to date is part of the job, every week. It's what lets us avoid the mistakes others make, and keeps you from paying for them.
Take the website you're reading. From the outside it looked fine: it loaded, it looked good, it had its contact forms. Underneath, two days of checks turned up the following.
People who wrote in got an error and gave up. Whoever ran the site received nothing: as far as they could tell, the enquiries simply didn't exist.
The client chose what they were interested in, but that choice never made it into the email.
The link was there, the page wasn't. With forms that collect names and email addresses, that's no small detail.
The fonts were loaded from Google's servers, which received the address of every visitor. Now they're on our own server.
And “official” addresses pointing to the wrong pages. Google didn't know which to believe.
Some pages existed only in Italian, others sent English readers to pages in Italian.
None of this was visible. All of it had a cost: lost enquiries, trust, positions on Google. Finding it and fixing it is the work. What you see afterwards, a site that looks just like before, is only the result.
Reading Google's data, what people search for, competitors, orders, enquiries. Understanding what's really happening, not what we think is happening.
Out of a hundred possible things, choosing the three that matter right now. And saying no to the rest, even when they'd be easier to sell.
Code, pages, copy, translations, connections between systems. Every piece tested before it goes live, because a mistake online is one everyone sees.
Collecting data every day and keeping it for years. On our own sites it happens every night, automatically: without history there's no comparison, and without comparison there's no decision.
Updates, security, new regulations, services that change. A website is never finished: you look after it, like a business.
A page written for Google today starts paying off months from now. A happy customer comes back the following season. A reputation is built one year at a time. That's why a serious programme lasts at least one year, and we recommend three: the first to measure, the others to reap.
How the programme works →We use artificial intelligence every day, and we use it well: it does in minutes what used to take hours. But it's like a new tool in a workshop: it makes people who already know the craft faster. It doesn't know what you want, it doesn't know your customers, and it doesn't take responsibility for a wrong decision.
Deciding what to ask it, checking what it answers, spotting when it's wrong: that's still work for the head. And that's exactly where years of experience come in.
Our job is to accelerate a business: help it get found, help it sell more, help it save time every day. In other settings, someone who does that is sought after and valued. Yet we often receive proposals that treat it as a favour to be repaid with a percentage.
Not out of malice. Out of fear. It's human to be wary of what we don't know, and always has been. And digital, seen from the outside, is almost entirely invisible.
That's what this page is for: to make it known. Once you understand what's behind it, fear gives way to the right questions.
“Nothing in life is to be feared, it is only to be understood. Now is the time to understand more, so that we may fear less.”
Analysis, decisions, building and upkeep mean hours, skills and tools. They have a value, just as your product has a price.
Working only for a percentage of sales means asking the person doing the work to carry all the risk, on prices, stock and service they don't control. That's not a deal between business owners.
Clear goals, real numbers, a review every three months. And your involvement: without information from your business, we won't get anywhere.
I work with a few clients, carefully chosen. The ones it's good to work with have one thing in common: they respect other people's work the way they want their own to be respected.
Tell me about your business and where you want to take it. In 30 minutes we'll know whether it makes sense to work together. If it doesn't, I'll tell you.