The challenge
A specialist business can know its field deeply while the website still leaves visitors unsure where to begin. The work needed to preserve expertise and credibility while making the buyer routes, page roles and content priorities easier to understand.
The approach
I connected audience questions, search behavior, business priorities and the existing offer to a clearer website strategy. The focus was not merely producing more pages. It was defining what each part of the site needed to help a visitor discover, understand or decide.
What the project demonstrates
Website strategy becomes stronger when search evidence, buyer understanding and information architecture are treated as one connected decision system. The resulting structure can then guide copy, design and future content without requiring every page decision to be reopened.