--- title: Website Review & Content Strategy — 2026-04-05 type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2025-11-25-quarra-italia-marketing-call-104153770.md tags: - quarra-italia - quarra-stone - website - content-strategy - salesforce - meeting layer: 2 client_source: Quarra Stone industry_context: b2b-services transferable: false --- # 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 - [[wiki/clients/current/quarra/_index]] - [[wiki/clients/current/quarra/salesforce-integration]]