Website Review & Content Strategy — 2026-04-05
Overview
Asymmetric reviewed Quarra Italia's staging website with the client team (Fede, Federica, Valentina, Luigi, and Lincoln Durham). The session covered page-by-page approvals, testimonials strategy, content ownership for service pages, outstanding asset needs, Salesforce lead integration, and an unresolved invoice payment issue.
Attendees:
- Melissa Cusumano (Asymmetric)
- Karly Oykhman (Asymmetric)
- Mark Hope (Asymmetric)
- Lincoln Durham (Quarra Stone, external)
- Fede, Federica, Valentina, Luigi (Quarra Italia team)
Key Decisions
| Decision | Rationale |
|---|---|
| Remove Testimonials section from homepage | Fede's father cited a past competitor (Indiana Lifestone) whose named testimonials were used to poach clients |
| Use anonymous client quotes on individual project pages instead | Preserves social proof without exposing client identities |
| Navigation term for projects page: "Gallery" | Aligns with fine art context; "projects" feels too commercial for the studio's positioning |
| Architectural page will not mention collaborators (e.g., B&D) | Page should represent the Quarra Italia brand exclusively |
| Supplement thin architectural portfolio with Quarra USA projects and factory/process photography | Quarra Italia's architectural work is starting from scratch; USA assets bridge the gap while the portfolio builds |
| Matthew Hart digital catalog: on hold | Fede needs to confirm scope and intent with Jim before proceeding |
Contact Us form routes to info@quarraitalia.com, BCC Asymmetric for first 1–2 months |
Standard monitoring practice during launch period |
Action Items
Asymmetric
- [ ] Send staging site links to Fede, Federica, Valentina, and Luigi
- [ ] Remove Testimonials section from homepage
- [ ] Install English/Italian language selector plugin
- [ ] Provide content outlines for Artisanal Carving and Architectural pages
- [ ] Configure Contact Us form to route to
info@quarraitalia.com(BCC Asymmetric for 1–2 months) - [ ] Extend Salesforce form integration to Quarra USA website
Fede / Quarra Italia
- [ ] Send vector logo to Asymmetric
- [ ] Select 4 homepage featured projects (suggested: 2 artisanal, 2 architectural) and provide images/details
- [ ] Send history document (Cervietti studio → Quarra Italia lineage) for About Us page
- [ ] Send new tool photos to replace Quarra USA placeholder on About Us page
- [ ] Schedule internal Zoom with Gigi, Federica, Valentina, and Luigi to align on architectural media; send assets to Melissa
- [ ] Confirm Matthew Hart catalog project with Jim
- [ ] Send bank transfer error notification to Mark to resolve invoice payment
Federica (with Martin & Dan)
- [ ] Write copy for Artisanal Carving page using Asymmetric's outline (Martin = head of carving, Dan = native English speaker with industry jargon)
- [ ] Write copy for Architectural page using Asymmetric's outline
Mark Hope
- [ ] Schedule Salesforce session with Fede to set up Italia division field and lead routing logic
Page-by-Page Notes
Homepage
- Approved pending assets
- Needs: vector logo, 4 featured projects with images
- Instagram gallery widget was functional but slow during review
- Footer not yet built
About Us
- Fede will provide a history document tracing the studio from the Cervietti studio era through the founding of Quarra Italia
- Tool photo currently showing a Quarra USA image — Quarra Italia to supply their own
- Video from Quarra Italia added to page; well-received
Artisanal Carving
- Strong photo assets already provided; gallery layout expanded beyond original mockup to accommodate them
- Some assets are videos — need to be embedded
- Copy to be written by Federica, Martin, and Dan using Asymmetric's outline
- Potential future link to Matthew Hart plaster mold catalog from this page
Architectural
- Portfolio is nascent — will be supplemented with Quarra USA projects and factory/process photography
- Asymmetric to provide content outline; Federica, Martin, and Dan to write copy
- No mention of B&D or other collaborators on this page
- Columns and capitals (made as fine art) may be categorized as architectural elements to fill the gallery
Gallery (Projects Index)
- Navigation label confirmed as "Gallery" — preferred over "Projects" or "Portfolio" for fine art alignment
- Currently showing 8 projects; more can be added
- Individual project pages include: hero image, project name, artist, year, location, services, additional images
Contact Us
- Simple form + map
- Routes to
info@quarraitalia.com - Asymmetric BCCs for monitoring during first 1–2 months post-launch
Salesforce Integration
Goal: Website form inquiries create leads directly in Salesforce, differentiated by company/division.
Proposed approach:
1. Add a Company/Division field to Salesforce leads (e.g., "Quarra Italia" vs. "Quarra USA")
2. Automate Quarra Italia Contact Us form → Salesforce lead creation
3. Extend same automation to Quarra USA website (already on Asymmetric's roadmap; Karly noted it's planned within ~1 month)
4. Field selection could conditionally show/hide relevant fields depending on division selected
Mark to schedule a dedicated Salesforce session with Fede to configure this.
Invoice Payment Issue
Quarra Italia attempted to pay an outstanding Asymmetric invoice but the transfer was blocked by their bank. The bank flagged a mismatch between the name on the invoice and the name on the receiving bank account. The payment attempt was made in July; the bank notification arrived only recently.
Resolution path: Fede to send the bank's notification to Mark Hope; Mark to investigate and resolve the name discrepancy.
Future Development (Noted, Not Scoped)
- Matthew Hart Catalog: Password-protected digital catalog of plaster molds. Fede to confirm with Jim. Likely linked from Artisanal Carving page.
- Pieces for Sale: Studio may eventually list works available for direct purchase (e.g., the Three Graces piece). Longer-term roadmap item.
- Carver Bios: Profiles of Martin, Dan, and other key craftspeople to highlight studio expertise.
Related
- [1]
- [2]