One page per service line
Each targets its own keyword cluster, instead of four offerings competing for the same page.
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Work · Shakewell Agency · Sept 2024 – Jan 2025
Site architecture for a four-service digital agency
An agency selling four very different things from one website, with the hardest service to sell buried deepest. This was a structural problem before it was a content problem — so we started with the structure.
01 The problem with one page for everything
Shakewell is a digital agency offering four distinct service lines: brand and design, build and develop, growth and marketing, and enterprise solutions. Those buyers have almost nothing in common. Someone looking for a logo and someone looking for legislative publishing software are not the same person, do not search the same terms, and do not need the same proof.
When four offerings share one services page, that page ends up targeting everything and ranking for nothing. Worse, the highest-value service was the least searchable — nobody types “buy legislative drafting software” into Google. The demand exists upstream, among people trying to understand the problem, and there was nothing on the site to catch it.
I joined as a Junior Marketing Associate in September 2024, the month the site rebuild was being planned, and worked on it alongside the marketing team.
02 How we structured the site
The plan settled on six top-level sections — homepage, services, case studies, about, insights, and contact — with the services section split into four separate pages rather than one.
Five of those structural decisions did the real work for search.
Case studies as their own hub
With consistent structured fields per project: project type, services delivered, technology used.
Insights kept separate
Informational content gets somewhere to live without diluting the pages meant to convert.
Question-led FAQ blocks
Twelve on growth and marketing, eight on brand and design, written as the questions buyers actually ask.
Change tracking through the rebuild
New copy flagged section by section, with the previous site’s copy linked for comparison so nothing was silently dropped.
Why the boring one matters most
Change tracking is not glamorous, but content loss is the most common way a migration quietly destroys rankings. Knowing which copy is new, which is carried over, and which was deliberately cut is the difference between a rebuild and an accident.
The FAQ blocks were doing double duty. They answer the objections a sales conversation would hit anyway, and they capture long-tail question queries — the kind of phrasing that has only become more valuable as more search happens through answer engines.
03 Pointing content at the service it supports
The enterprise offering needed content that met people before they knew they were shopping. I wrote a long-form guide to legislative and regulatory drafting and publishing — what it is, why accuracy matters, the drafting process, best practices, common challenges, and the tools involved — closing with how the agency’s enterprise solutions apply.
The point was not the word count. It was the mapping. A regulatory affairs manager researching drafting best practices is exactly the person who eventually needs publishing software; the guide catches that upstream intent and routes it to the commercial page. Same principle as keyword mapping, applied one level up: match the content to the intent, then make sure the intent has somewhere to go next.
4
Service lines given their own pages
6
Top-level sections in the new structure
20
FAQs written across service pages
04 The rest of the remit
Alongside the rebuild, the role covered full-stack SEO support and the day-to-day marketing work that comes with a small team: keyword research and on-page optimization in SEMrush, social media account management and content planning, and email marketing campaigns supporting client engagement and retention.
05 What this means for your site
You sell several things from one page
If your services page covers everything you do, it is competing with itself. Splitting by offering is usually the single highest-return structural change.
Your best service is your hardest to search
High-value offerings often have no commercial search volume. The demand sits upstream, and content mapped to that earlier intent is how you reach it.
You are about to rebuild
Rebuilds lose content, and lost content loses rankings. Tracking what is new, carried over, and cut is cheap insurance against an expensive mistake.
Your sales objections are not on the site
The questions you answer on every call are questions people are searching. Putting them on the page serves the buyer and the search engine at once.
Is your site structured around what you sell?
Most are not. Tell me what you need and I will tell you where the structure is working against you.
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