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Depth 14.1 · Web and product engineering · Level 3

Marketing sites

A marketing site is the public website that explains what a company sells and lets a buyer get in touch. For a company with several services, the hard part is structure: each service needs its own page, its own address and a clear place in a hierarchy, so that both people and search engines can find the right page without reading everything.

Specification

Input
A list of your services and how they relate, existing pages and their traffic, and who will write and approve copy.
Method
We model the service tree as data first, generate pages, navigation, breadcrumbs and sitemap from that one source, then write templates so every page at the same level is built the same way.
Deliverable
Multi level service architecture: the content model, the page templates for each level and the generated navigation and sitemap.
Measured by
Pages indexed in Search Console, valid structured data on every template, and enquiries recorded per page in analytics.

Most often bought inProfessional services, Ecommerce

The artefact, before and after

Multi level service architecture: the content model, the page templates for each level and the generated navigation and sitemap.

Before: a blank marketing sites record with a row for each of service tree modelled as data, templates per level of the hierarchy, generated navigation, breadcrumbs and sitemap, structured data on every template, editor workflow for copy changes, and no entries. After: every row carries a finding and a checked status, which is the state the work hands over.

Inside it

  • 01Service tree modelled as data
  • 02Templates per level of the hierarchy
  • 03Generated navigation, breadcrumbs and sitemap
  • 04Structured data on every template
  • 05Editor workflow for copy changes
Deliverable · Level 4→ Multi level service architectureA multi level service architecture is the page tree of a services site, from service line to sub-service to deliverable, with one page per level, a fixed set of fields on each and breadcrumbs that follow the tree, generated from a single content model.

Typical first engagement

The usual order of a first piece of work. Timing and price are set at scoping, once we have seen the stack.

  1. 01Content modelYou get: Page types, fields and the tree of pages, agreed before any design is built.
  2. 02TemplatesYou get: Shared templates that every page of a type renders through.
  3. 03ChecksYou get: Automated tests for headings, metadata, structured data and broken links.
  4. 04LaunchYou get: Redirects from old addresses, a sitemap and a launch checklist signed off with you.

Web and product engineering

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