The problem
A firm with a real specialism and a site that had been declining for a year, down to 81 organic visits in its worst month. The specialism was buried: the site read like a general practice, so it competed with general practices and lost.
What we did
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Lead with the specialism
Restructured so the specialist work is the first thing both a reader and a crawler encounter, with the general services supporting it rather than obscuring it.
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One page per question
The questions this firm answers on the phone every week, each given a page with a real number on it.
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Steady monthly publishing
Two pieces a month, interview-led, no filler. The curve turned in month five and has not flattened since.