Contesto
RUOLO
Lavorato con
Saxobeat, Creativit
Anno
2025
Saxobeat non è solo una band — è una macchina di intrattenimento di alto livello per matrimoni di lusso ed eventi corporate. In un settore dove il booking medio si aggira sui €2.000, Saxobeat opera in un'altra categoria, con tariffe che partono da €6.000–€8.000 a evento.
Quando mi hanno contattato all'inizio del 2025, avevano un problema brutale di mismatch: il loro servizio era premium, ma la loro presenza digitale urlava "budget". Il sito sembrava un volantino per feste di paese. Anche se tecnicamente stava convertendo, attraeva il pubblico sbagliato — sommersi da lead di bassa qualità che poi li ghostavano o facevano resistenza sui prezzi non appena vedevano il preventivo.
Avevano bisogno di un rebranding, e l'agenzia di comunicazione Crativit stava gestendo l'identità visiva. Ma serviva qualcuno che traducesse quel rebrand in un'esperienza digitale capace di qualificare i lead prima ancora che premessero il pulsante di contatto.
Sono stato portato a bordo come unico web designer e digital strategist. Il mio lavoro: ricostruire l'intera presenza web su Framer, gestire tutta la logistica tecnica (migrazione DNS, configurazione email, ottimizzazione degli asset), e progettare una landing page che spaventasse chi cerca occasioni e facesse sentire a casa i clienti con budget elevato.
sfida
Il brief era ingannevolmente semplice: "Facci sembrare premium quanto lo siamo davvero."
Ma la vera sfida era strategica: come giustifichi una tariffa di €8.000 attraverso una landing page?
Il problema era sociale. I servizi di lusso si vendono su fiducia, esclusività e "vibe". Un contact form generico non comunica niente di tutto questo. Dovevamo:
Filtrare i lead a bassa intenzione — persone che comprano in base al prezzo, non al valore
Qualificare i lead ad alta intenzione — persone che capiscono di pagare per l'eccellenza
Bilanciare esclusività con usabilità — farla sentire premium senza renderla confusa
Ho definito i miei vincoli:
Qualificazione visiva — il design stesso doveva segnalare "high-ticket"
Touchpoint umano — in un settore basato sulla live performance, il sito doveva sembrare vivo
Scalabilità — man mano che il business cresceva, il sistema doveva supportare tier di servizio multipli
Timeline: 6 settimane da kickoff a lancio. Ho gestito tutto — strategia, design, build, migrazione DNS, configurazione email, ottimizzazione degli asset.
processo
I moved the entire project to Framer for surgical control over storytelling and pacing.
Phase 1: Strategy & Asset Coordination (Week 1–2)
I worked closely with Crativit to align on positioning. They provided raw assets — video footage, photography, logo, color palette. But raw assets aren't web-ready. I optimized file sizes, reframed compositions for web layouts, and adjusted color grading to match the premium tone.
Phase 2: Information Architecture (Week 2–3)
I intentionally moved away from loud, saturated colors and cluttered layouts. We used sophisticated typography, generous white space, and a restrained color palette to signal "high-ticket" status.
A senior designer knows that what you don't show is as important as what you do. We "starved" the user of generic filler content to make the premium assets — video, high-res photography, curated testimonials — pop.
Phase 3: Build & Micro-Decisions (Week 3–5)
This is where strategic intuition came in. Midway through the build, I proposed integrating Facepop — a video widget in the bottom-left corner showing a band member's face. In an industry based on trust and vibes, seeing a human face and hearing a voice immediately bridges the gap between a cold screen and a live performance.
I also redesigned the contact flow. Instead of a generic "Contact Us" form, I built a qualified inquiry system. If you're booking an €8k band, you expect a concierge-level experience from the first click.
Phase 4: Technical Migration (Week 5–6)
I handled all backend logistics: DNS migration, email configuration, analytics setup. This wasn't just a design project — it was a full web infrastructure overhaul.
Tools: Framer for design and build. No handoff, no dev team, full ownership.
Decisioni chiave
Visual Qualification (The "Premium" Filter)
I made a conscious choice to design for exclusivity first, conversion second.
This sounds counterintuitive, but here's the logic: it's easy to get leads. It's hard to get the right leads.
The old site converted, but it converted people who couldn't afford the service. The new site needed to filter before conversion. We did this through:
Sophisticated typography — elegant, restrained, no Comic Sans energy
Generous white space — luxury brands don't crowd the page
High-quality visuals — editorial photography, cinematic video, zero stock imagery
Subtle copy — we didn't shout "BEST BAND IN ITALY!!!" We whispered "For those who know."
This decision fundamentally changed the lead profile. We weren't optimizing for more leads — we were optimizing for better leads.
The Facepop Widget (Human Touchpoint)
Midway through the project, I realized something was missing: humanity.
The site looked premium, but it felt distant. In an industry where people are booking performers — not products — that's a problem.
I proposed integrating Facepop, a video widget that sits in the bottom-left corner. A band member's face appears, you can hear a quick intro, and suddenly the site feels alive. It's the digital equivalent of a maître d' greeting you at a Michelin-star restaurant.
This wasn't in the original brief. It was an intuition that emerged during the build. The client loved it. More importantly, leads started mentioning it in their inquiries — "We watched the video and loved the vibe."
The Multi-Tier Strategy (Scalable Funnel)
As lead quality improved and bookings increased, a new problem emerged: we were turning away "mid-tier" clients who couldn't afford €8k but could afford €4k.
I designed a "Second Battery" landing page — a separate funnel for a different tier of musicians. Same design system, slightly adjusted messaging, lower price point. This allowed Saxobeat to scale the business without diluting the premium brand.
Result: They now run three separate teams of musicians, all managed through the ecosystem I built.
Risultato
The new Saxobeat website launched in late May 2025. The results were immediate and measurable.
Key metrics (data from Google Ads, April–October 2025):
41 high-quality conversions from 382 clicks (10.7% conversion rate)
Cost per lead dropped from €8.50 to €6.45 (24% reduction)
Cost per click: €0.69 (well below luxury service benchmarks)
Total ad spend: €264.37 for 41 qualified leads
But the real impact isn't in the numbers — it's in lead health.
Before: Leads were price-sensitive, unqualified, and often ghosted after receiving the quote.
After: Leads are pre-qualified. They know they're contacting a premium service, so the conversion rate from lead to signed contract has more than doubled.
Business expansion: The success of the primary site allowed Saxobeat to launch two additional service tiers, creating a scalable funnel for the entire company. What started as a website redesign became a business model shift.
Client feedback: The band now uses the site as a sales tool during client meetings. They pull it up on their phone and show it to prospective clients. The site itself has become part of the pitch.
