- Constraint
- No analytics survived the rebuild, so no number appears
- Client
- W Communications, a strategic communications and speaking practice
- Scope
- 8 pages across 4 audiences, brand system
- Stack
- WordPress
A strategic communications consultancy rebuilt across 8 pages
WordPress website redesign for a strategic communications consultancy. Client: W Communications, A strategic communications and speaking practice.
A producer needs a communications expert on air in 90 minutes. She has 1 name, 1 browser tab, and no patience. She needs the credential, the topics, a photograph she is allowed to use, and a way to reach somebody who answers. The site opens with a paragraph about the practice. The credential is somewhere further down. The topics are inside a document. The photograph is 400 pixels wide. She does not send an email asking for a media kit, because she does not have 90 minutes to wait for one. She books the second name on her list, who had a page she could read in 40 seconds.
4 audiences cannot be served by 1 page. They can be served by 4 pages that each know who arrived.
What was actually happening?
Media, clients, event bookers and readers all arrived at the same page and were handed the same paragraph. The proof existed and sat below the fold. Nothing on the site was structured so that a producer, or a machine answering a question about the practice, could lift a fact out of it and use it without asking a person first.
Every figure below is a real capture of the live page. Each frame caps its height and scrolls inside itself, so a full-page capture can be read end to end without leaving the figure. Both frames are reachable by keyboard. Nothing here is a mockup or a drawn schematic.
1. What should a consultancy homepage do when 4 audiences arrive at it?
2. Where does the credential belong on a personal practice site?
3. How should expertise be structured so it can be quoted?
4. What does a client page have to show a buyer?
5. What does a producer need on a media page?
6. What should a speaking page state before the enquiry?
7. How should published work be presented?
8. How many ways to make contact is the right number?
Before against after, with the measured column
| What | Before | After | Measured |
|---|---|---|---|
| Audience routing | 1 page for 4 audiences | 8 pages, 1 audience each | Not measured |
| Credential | Below the narrative | Leads the biography page | Not measured |
| Media access | Email required first | Usable on the page | Not measured |
| Citability | Prose, no structure | Structured headings and metadata | Not measured |
What was built?
- A brand system covering mark, type, colour and layout rules, applied across all 8 pages.
- 8 pages, 1 question each for media, clients, speaking and published work.
- A media page a producer can use without sending an email to get anything.
- Structured headings and metadata so an answer engine can cite the practice without a person in the loop.
What changed, and what is not claimed?
8 pages shipped, each carrying 1 audience and 1 question, on a brand system that covers mark, type, colour and layout. The media page can be used without an email, and the pages are structured so a fact can be lifted out of them and cited correctly.
What this case cannot tell you
- Whether the redesign changed enquiry volume or quality.
- Whether the media page produced more bookings.
- Whether the speaking page shortened the enquiry cycle.
- Whether the structural work increased citations in answer engines.
The honest limitation
No performance data exists for this rebuild. No analytics survived it. Everything on this page is an architecture claim and should be read as one.
This engagement runs as Website Design.
Pick a time. We set the baseline on the call.
Mobile conversion rate, AI-referred traffic and lead count, measured before any work starts. You leave with the window and the number, whether or not you hire me.
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