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

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]