A beautiful website that gets no results
is still just a beautiful website.
Hi, I’m Luca. I’ve been building digital solutions for 16+ years. Today, the value is no longer just knowing how to build them.
AI has made execution faster and more accessible.
Experience, judgement and knowing what is actually worth doing are still the hard part.
The work changed. So did I.
I started by writing code and building websites.
Then websites had to look good.
Then be easy to use.
Then be visible on Google.
Then campaigns arrived, because waiting for Google was no longer enough.
And campaigns brought data.
Tracking.
CRMs.
Automation.
Integrations.
Today there’s AI, changing once again how we do all of this.
The point is: to me, these have never been completely separate disciplines.
A website affects a campaign.
A campaign affects what you measure.
What you measure affects what you decide to do next.
Once you start seeing things that way, it becomes difficult to stay inside your own little box.
If I’m sending traffic to a page, I care about how that page was designed.
If I’m promoting a piece of content, I care about how it starts, how long it lasts and whether it can stop someone in the first few seconds.
If a design looks great but makes it harder for people to understand or act, then to me that is also a design problem.
Not because I want to do everyone else’s job.
Because in the end, all those decisions affect the result.
I don’t start from the solution
First I want to understand the problem.
Why are we doing this? What should change when it’s finished? And above all: are we sure the real problem is the one we started with?
Sometimes that means questioning the brief. Sometimes discovering that much less is needed than we thought. Other times realising the solution we had in mind is simply not the right one.
If I think you’re about to waste money, I’ll tell you.
Even when staying quiet would be more convenient for me.
Clear thinking. Not ready-made answers.
More traffic doesn’t fix a conversion problem.
It makes it more expensive.
AI can do a huge amount.
But first you need to know what to ask it to do.
Sometimes the best advice is: don’t do it.
Freelance. Never an island.
I don’t pretend I can do everything better than everyone else.
Over the years I’ve met designers, developers, copywriters, videomakers, photographers and specialists who are much better than me at their own craft.
When a project needs them, we work together.
I don’t need every skill in-house.
I need to understand which skills are needed.
And know who to bring to the table.
- Designer
- Developer
- Copywriter
- Videomaker
- Photographer
I change background often.
I live between Barcelona, Udine and Milan.
Whenever I can, I travel, even if it’s just for a weekend.
I like moving around, changing scenery and seeing new places.
And then there’s sailing. Sometimes I work from there too.
Calls included.
I wouldn’t recommend calling me while I’m on the move.
You may regret turning your camera on.
So, what do I do? I understand what’s needed. And I make it work.
If you’ve read this far, you probably have a pretty good idea of how I work.