Context

SanPietro is a company specialized in consultancy for Italian citizenship. The service involves a complex, high-value process, with a large volume of people researching the topic online.

The challenge was clear: the previous website attracted visitors, but a significant portion of the leads generated did not fit the ideal client profile, resulting in commercial rework and wasted time for the team.

Problem

The digital communication was not effectively filtering the audience.
The website presented several key frictions:

• Lack of clarity about the process and service requirements

• Structure that encouraged low-quality inquiries

• Generic messaging that attracted curiosity rather than real intent

• Absence of elements that educated the visitor before contact

The result was a reasonable volume of leads, but with low quality.

Solution

I redesigned the digital experience with a focus on visitor education and lead qualification before contact.

Key strategic decisions included:

• Complete restructuring of the website narrative

• Content designed to clarify the process and align expectations

• Clearer definition of the ideal audience throughout the journey

• More strategic placement of CTAs across the page

• UX adjustments to reduce friction and increase clarity

The goal was not just to generate more contacts, but to attract the right ones.