The problem
The older site had accumulated search copy without giving every visitor a clear route through the services. The rebuild had to preserve discoverability while making the site easier to read, navigate and use for an enquiry.
Launched rebuild · Dubai, UAE corporate-services provider
Rebuilding a large service website around search, clarity and conversion
I helped lead a launched Dubai corporate-services website rebuild that replaced long, search-heavy pages with a clearer brand, service architecture, lead paths and measurement foundation.
The working context
What I was solving and what I owned.
My contribution
I worked across the content direction, conversion structure, service discovery, lead generation and measurement requirements. I also helped frame a second phase around more focused industries and acquisition journeys.
I have kept the organisation, product and people private. I also left out exact figures and internal details that could identify the work. The status above tells you how far the implementation actually went.
How I worked through it
The choices behind the implementation.
If you are working on a similar system, these are the decisions I would examine before choosing tools or adding more automation.
- 01
Give each service route one job
I pushed the architecture toward clear page ownership. A route needed to answer a specific service need and lead naturally to the next relevant action.
- 02
Edit for people without discarding search intent
The answer was not to remove useful depth. I worked to place the important explanation where it helped the reader and stop repeating the same proof language across every page.
- 03
Plan conversion measurement with the rebuild
Forms, paid landing paths and measurement were part of the site structure. Leaving them until after launch would have made the new experience harder to evaluate.
Expert insights from the work
What I learned and what I'd ask you to consider.
These are the lessons I took from the work. I would use them as questions for your own implementation, not as a universal recipe.
A large site needs content ownership
When several pages can answer the same query, your visitors and search engines both get an unclear signal. Assign one primary purpose to each route and link supporting pages toward it.
CRO is not a layer added after design
The page hierarchy, proof, forms and handoff decide whether the site can convert. Button colour is a small part of that work.
What the next phase needed
Move from broad services into clearer industry journeys.
The rebuild created a stronger base. My next focus would be the pages where a particular industry or business model changes the decision. Those journeys need distinct substance, not a service page with a different headline.
Connected disciplines
- Website strategy
- SEO
- CRO
- Information architecture
- Lead generation
- Measurement
Continue through the work
Related experience and perspective.
If this overlaps with a system you are thinking through, start a relevant conversation.