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TeleSource

A 20-Page Website Rebuilt Around the Questions Buyers Actually Ask

The old site was arranged the way the company was arranged: departments, internal service names, whatever had been added last. A buyer arriving with a specific question had to already know the company's org chart to find the answer. We took the whole site apart, worked out what a buyer needs to know and in what order, and rebuilt it as 20 pages in a two-week sprint.

The Problem

Content had accumulated over years rather than been planned. Nobody had a list of what was actually on the site, so nobody could say what was missing — and several services the company sells had no page at all.

Navigation followed internal structure. A prospect who wanted to know whether the company could wire up three new locations had to guess which department that lived under, and the answer was often spread across two pages that did not link to each other.

The client also had a hard deadline. This could not be a six-month information architecture exercise; it had to be a rebuild that finished.

What We Built

A full inventory of every piece of content already on the site.
A site structure organized around buyer questions, not departments.
20 finished pages covering every service the company sells.
A dedicated page for the Connect™ platform.
A gap analysis showing what existed, what was missing, what was duplicated.
A sitemap, navigation map and handover documentation.

What Changed

  • Every service the company sells now has a page. Nothing is sold in conversation only.
  • A visitor can follow one path from the question they arrived with to the answer, without backtracking through the navigation.
  • Both audiences are served: the executive gets the plain answer up front, the technical evaluator can go deeper without the executive having to read it.
  • The company has a written record of its own site, so the next person to add a page knows where it belongs.
  • The whole rebuild landed inside the two-week window, without a second pass to fix rework.

What This Could Do in Your Business

Reorganizing information around how customers think rather than how the business is structured internally.
Auditing what you already have before deciding what to build — the step most rebuilds skip.
Delivering a large content project against a hard deadline without the quality falling over at the end.
Leaving behind documentation so the structure survives after we hand it back.

What We Found, and What We Handed Back

The same services, findable
Before
  • No inventory of what was on the site
  • Navigation that mirrored the org chart
  • Content scattered across pages that didn't reference each other
  • Services being sold that had no page at all
  • No agreed process, so every page was a fresh argument
After
  • Every existing page cataloged and accounted for
  • Structure built around what a buyer wants to know next
  • 20 pages, each with a defined job and a clear next step
  • Complete service coverage — nothing sold off-site
  • A documented structure the client can extend themselves

The Capability Behind This Project

If any of that sounded like your business, this is the service it falls under.

Custom Business Applications

Problems Like This We've Already Solved

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See what we built Rhino LED Lights

Booking, Memberships, Payments and Waivers in One Place

Put scheduling, membership plans, pricing rules, payments and required paperwork into one system, so staff stopped stitching together calendars, spreadsheets and paper forms.

See what we built Booking & membership operator

Returns That Run Themselves Instead of Living in an Inbox

Turned a manual, email-driven return process into a tracked workflow with customer-submitted photos, status updates, shipping labels and paperwork generated automatically.

See what we built Rhino LED Lights

Is your website organized around your business, or around your buyer?

If people call you asking questions your website already answers, the answers are in the wrong place. Walk us through how a customer finds you today and we'll tell you what's in the way.

Show Us Your Current Process See More of Our Work

How We Ran It

The delivery detail: the six phases, the two-week schedule and everything that was handed over.

The Six Phases

Each with its own deliverable and sign-off point
1
Content extraction
Pulled every piece of content off the live site and cataloged it — messaging, features, benefits, technical specifications. This is what told us what was missing.
2
Information architecture
Rebuilt the structure from scratch. Services grouped the way a buyer would group them, clear navigation hierarchy, every page given a defined job.
3
Gap analysis
A content matrix showing what existed, what was duplicated and what had to be written from nothing — agreed with the client before any writing started.
4
Content creation
All 20 pages written to a consistent shape: what it is, why it matters, what it covers, what to do next.
5
Review and QA
Every page checked for consistency and accuracy, navigation flows walked end to end, links verified, sitemap validated.
6
Delivery and handover
All 20 pages delivered with the sitemap, the navigation structure and a written summary for the implementation team.

The Two-Week Schedule

How 20 pages fit into ten working days
Week 1 — foundation

Days 1-2: content extraction and inventory.

Days 3-4: information architecture designed and approved.

Day 5: gap analysis signed off.

Week 2 — execution

Days 6-9: writing and transformation, all 20 pages.

Day 10: QA, review and final documentation.

Why the deadline held

Almost all of the risk in a project like this is rework, and almost all rework comes from writing before the structure is agreed. Spending the first week on extraction and architecture meant week two was execution against a settled plan rather than a running argument.

What Was Handed Over

Telecommunications client · two-week sprint · completed
✓
Content extraction and inventory
Everything that was on the old site, cataloged and organized for reference and reuse.
✓
20 finished pages
Consistent structure, clear navigation, complete coverage of the service range.
✓
Technical detail pages for IT evaluators
API documentation, integration detail, architecture and compliance information, kept off the main sales path.
✓
Connect™ platform page
A dedicated page for the platform, covering the software-plus-people difference and what it integrates with.
✓
Executive strategy document
A PDF-ready explanation of the structure and the reasoning, for internal alignment and stakeholder sign-off.
✓
Sales team playbook
Language to use, language to drop, buyer-type handling and short pitches that match the site.
✓
Search-ready sitemap
Every page included, with priority levels set so the important pages are treated as important.

What the Work Involved

The parts of the job that had to happen for the rebuild to land
Content audit

Full site inventory, documentation and organization of what already existed.

Information architecture

Structure redesign, navigation hierarchy, mapping each page to a buyer question.

Gap analysis

Systematic comparison of what was sold against what was documented.

Sprint delivery

Two-week schedule, milestone tracking, quality checkpoints, deadline management.

Project management

Deliverable tracking, stakeholder communication, written handover.

Repeatable process

A six-phase method the client can run again the next time the site grows.

Does anyone have a list of what's on your site?

Most sites grow a page at a time until nobody can say what is actually on them. An inventory is the cheapest step in a rebuild and the one that decides everything after it.

Show Us Your Current Site See More of Our Work