De Stadsondernemer
Problem
An events business is judged on the page long before anyone attends anything. If the programme, the audience and what an entrepreneur gets for showing up are not laid out in an order a stranger can follow, the site is a brochure nobody finishes.
Opportunity
Decide what the site has to say, and in what order, before choosing a platform or drawing a layout. That work is cheap to do early and expensive to skip.
Solution
Content architecture: every page mapped to the question it answers and the action it should produce, written up as a plan a build can be handed.
System
A page-level map — what each page is for, which question it settles, where the enquiry goes — plus the sequence to build it in, so implementation is execution rather than invention.
Result
A structure the business can build against, and a written record of what each page is meant to do. This engagement produced a plan, not a launched campaign, so there is nothing measured to publish.
Next step
Build and launch against the plan, then measure the enquiry path once it is live.