Luca’s problem wasn’t getting customers.
It was turning that traffic into something he actually owned, independent from social algorithms or platform limits.
He originally contacted us for another project.
While working together, we also took a close look at his camper stopover business and spotted a clear weak point: none of the existing materials, not the visuals, not the website design, not the downloadable content, were doing any real direct-response marketing work for him.
No CRM. No effective lead magnet. No list he could build on.
The goal was simple: use Direct Response Design, readability, and clarity to turn the price list into a stable, measurable lead-generation tool, and most importantly, one that belonged to him.
The first thing we tested was a free guide about things to do nearby.
It was downloaded, useful, appreciated.
But the market wanted something else.
And it made that pretty clear.
Diagnosis: what wasn’t working in the original material
Looking at both digital and printed materials, we found the usual problems you get when DRD is missing:
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no built-in contact capture system
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price list hard to read and not mobile-friendly
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confusing layout with no clear visual hierarchy
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no consistent flow between website, social, and offline materials
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no owned asset for remarketing
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total dependence on social platforms and their unpredictable logic
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printed marketing not used with conversions in mind
Before
Beautiful design, but not something you can read quickly or automatically.
After
Price list redesigned with Direct Response Design principles:
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vertical formats, easy to read on a phone
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structure that guides the eye and lowers cognitive effort
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an optimized printable version for on-site paper marketing
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instant clarity of information (the “after” image)
What we did (DRD solutions applied)
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rebuilt the price list from scratch with high-readability typography
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simplified the info using direct-response logic
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reorganized everything into vertical panels for mobile use
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created a print-ready version optimized for internal paper marketing
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removed useless graphic noise
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strengthened visual hierarchy and price clarity
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turned the price list into the site’s main lead magnet
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built a download page with a single, measurable CTA
Results
The initial free guide generated 50 leads.
The DRD price list completely changed the season.
From mid-May to late August:
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778 price-list downloads
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861 total leads in the CRM
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an owned list built in under 90 days
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a season that was basically full the whole time
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82.40% open rate
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81.12% email CTR
The real win isn’t just the number.
Luca now has a list he owns, not one that depends on algorithms, penalties, or shaky visibility.
Next season, one broadcast email will be enough to fill the spots, with acquisition costs basically close to zero.
What he said about us
“I was looking for a designer with cross-disciplinary knowledge in strategic marketing for another business of mine. From the very first call I knew I was talking to someone prepared, different from the mediocre experiences I’ve had with creative designers. I liked how simple the communication was, and I’m very confident about our future collaboration. I recommend Davide because he’s a professional who knows what he’s saying and, above all, what he’s doing!”
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