Case study
Thirty pages that must not read like each other.
A services firm covering ten capabilities across ten sectors has a hundred things it could say and a hundred ways to say the same thing twice. The difficulty is not building the pages. It is keeping them genuinely different.
01 / The problem
What was actually hard.
A capability-by-sector matrix multiplies quickly: ten services, four technology areas, ten industries, plus pricing, contact and the policy pages a services business needs. That is around thirty public pages before a single case study, and every one has to justify existing.
The trap is templating the copy. When 'AI in Retail' and 'AI in Insurance' are the same four paragraphs with the nouns swapped, visitors notice within seconds and search engines treat the set as near-duplicate — so the pages compete with each other instead of covering different ground. The structural work is easy; keeping thirty pages substantively distinct is the actual job.
02 / What we built
The system.
- A capability and sector taxonomy
- Services, technology areas and industries as distinct types with their own routes and cross-links, so the navigation is generated from the structure rather than maintained by hand.
- Consistent page architecture
- Every service and sector page follows the same shape, which makes them comparable for a visitor and predictable for a crawler — while leaving the content itself free to differ.
- Deep, crawlable URL structure
- One clean URL per capability and per sector, so each can be linked, shared and ranked independently instead of hiding behind an anchor on a single long page.
- Pricing and enquiry routes
- A pricing page and contact paths surfaced from every section, so intent is captured where it appears rather than only at the end of the journey.
- Policy pages for a services business
- Delivery, privacy and terms as first-class pages — the set a B2B buyer and a payment provider both expect to find.
- A client login surface
- An authenticated entry point alongside the marketing site, kept separate from the public journey.
03 / What carried over
Decisions worth reusing.
The parts of this build that we would apply again on a different problem in a different sector.
- Structure is cheap; distinct content is not
- Generating thirty pages takes an afternoon. Making thirty pages each worth reading is the whole project, and it is where this category of site usually fails.
- Near-duplicate pages compete with each other
- Sector pages built from one template with the nouns swapped do not rank as ten pages. They rank as one, badly — and they read that way too.
- A URL per topic, or no ranking per topic
- If a capability has no page of its own, it has nothing to rank. The taxonomy decision is an SEO decision before it is an information-architecture one.
04 / More work
Other builds.
Different sectors, the same delivery discipline.
Bits N Pixels
A software consultancy's site rebuilt as a platform — CMS, client portal, invoicing and multi-gateway payment links, with no CSS framework anywhere.
Encore Episode
A vertically-integrated event commerce platform — ticketing, gate control, cashless payments and vendor settlement in one system.
eSign Platform
An e-signature platform with envelopes, templates, a REST API and a tamper-evident certificate of completion behind every signed document.
Next step
Have something like this to build?
Start with a diagnostic. It is fixed-fee, time-boxed, and it will tell you honestly whether the thing is worth building — including when the answer is no.