Analysed how clients accessed services and rebuilt the information structure so users and search engines could independently understand & act
Improve how clients find, understand and engage services by redesigning the website from a marketing presence into a usable service channel
Strong services but very few enquiries
Users could not find services or understand what ANRF actually did
Website structure was unclear and content inconsistent
Search engines could not interpret the site
Clients relied on emailing staff for basic information
Low trust prevented action
Analysed client journeys to locate confusion and drop-off points
Reorganised navigation into clear service-based pathways
Rewrote service information in plain language with defined next steps
Created structured service pages and supporting articles
Added trust indicators and credibility cues
Implemented in-house SEO strategy (replacing external consultant)
Improved mobile usability, speed and navigation clarity
Established consistent messaging across website and social channels
Performance validation → Web Health Report
Website health score improved 54 → 94/95
383% increase in traffic
First-page search visibility for core services
Users could locate services and contact independently
Website became the organisation’s primary enquiry channel (lead generation)
The issue was not demand — it was understanding
Clear service pathways turned a static website into a working service interface
DETAILS:
The organisation offered strong research and consultancy services. Clients valued the work. But very few were finding it.
The website existed — but it wasn't functioning as a service channel. Users who arrived couldn't quickly understand what the organisation did or how to engage. Search engines couldn't categorise the pages. Enquiries were not arriving through the site.
Reeya was brought in to diagnose why, and to rebuild the information structure so both users and search engines could understand and act.
Disclaimer: The name and details of the company in this case study have been changed and this is to keep things private, because the facts are real and the issues, steps taken and outcome are true.
Where
Melbourne, Australia
What
SEO Enhancement
Why
Real-world project
When
End of 2024
Role
SEO Strategist, Researcher, Content Writer, Graphic Designer
Category
Research & Consultancy
Pictures
Pexels, Unsplash
Upon analysing their website, Reeya identified several critical issues that were holding them back:
The website’s main problem was not ranking — it was clarity.
Search engines could not categorise the services and users could not quickly understand what the company offered. Improving structure and explanation was therefore more important than increasing promotion.
To address these challenges, Reeya implemented a comprehensive SEO strategy tailored to the client’s needs:
Reeya's efforts produced positive results for the client:
Within weeks of Reeya's technical and content restructure, the site's health score moved from 54 to 89 — a 383% increase in visitor traffic followed.
Within months, the score reached 95.
Users could now find the organisation's services through search and understand what was offered without needing to contact staff first. The website became the organisation's primary enquiry channel.
This case study represents hours of Reeya's research and design thinking. Do you have any insights to share?
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