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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
VP Marketing, VP Digital, CMO, Director of Web Strategy
NECESSARY TIMELINE
4 to 6 months
Our POV
AI assistants now answer questions about your organisation instead of listing your pages. They read the same site a search engine does, but they synthesise rather than link — so duplicated, contradictory or outdated content does not produce a lower ranking, it produces a confidently wrong answer delivered at scale.
Most sites are organised around the org chart. The visitor is asking a question that crosses four departments, and so is the model. Fixing that is an architecture problem before it is a content problem.
What We Do
Audit structure against real demand. What people actually search for, against how the information is currently organised and which pages compete with each other.
Rebuild the architecture around questions. A structure organised by what visitors are trying to find out rather than by who owns the content internally.
Make it readable by answer engines. Consolidation of duplicated and contradictory content, plus the structure and governance that keeps it accurate as teams keep publishing.
What We'll Deliver
Architecture audit against real search demand, with a gap analysis
Proposed information architecture organised around visitor questions
Content consolidation plan: what to merge, retire and promote
Answer-engine readiness assessment and the fixes it requires
Governance model defining ownership and publication workflow
Implementation roadmap sequencing the highest-impact changes first
When This is Essential
AI assistants describe your organisation inaccurately
Before a redesign or CMS migration, so the new site does not inherit the old logic
Visitors report that information is hard to find or contradictory
Several pages compete for the same term and none of them win
Content is published by many teams with no shared structure
Combine With These Services
Conversion Funnel Analysis — quantify what the structure is costing
Customer Journey Mapping — ground the structure in the journey
UX Audits & Accessibility — check the build against standards
Part of Strategy & Planning and Prototyping & Testing.
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Submissions