Service pages renamed for the people who buy research. 290% more monthly clicks.

Research the buyer, then rebuild the service map

Onboarding was completed on 8 January 2026. The opening weeks went on research; from there until May the main job was the structure of the service pages.

1. 01

   Write down who buys

   I defined the buyer as the heads of insight, marketing and strategy at big companies in consumer goods, retail, technology, healthcare and financial services, across Latin America, North America and Europe. Fixing that early decided whose vocabulary the new pages would use and which regions needed coverage of their own.

2. 02

   Study sixteen competitors

   I went through sixteen rival sites, looking at how each was organised, how far its content went and what it covered. Two gaps held across the whole field: nobody treated behavioural science in real depth, and Latin American markets were thinly served. Both were areas the client could credibly own, so both shaped the plan.

3. 03

   One search, one page

   Each service page was given a single target keyword so no two pages would chase the same search, and service URLs were kept no deeper than three levels. By the May 2026 inventory the architecture held about seventy service pages grouped under twelve to fourteen pillars.

4. 04

   Give the gap its own pillar

   The uncontested gap became an eight-page pillar on behavioural science, a topic no rival in the sixteen had covered properly. It hands the firm's most distinctive expertise a section of its own, rather than a passing line on a general services page.

5. 05

   Rename pages after the method

   Legacy slugs built on internal labels were renamed after the method or outcome a buyer actually looks for. Where two pages chased near-synonyms of a single idea, I merged them, so each concept now has exactly one page answering for it.