Context
Bicknell Digital spans two distinct commercial domains (digital services and publishing services), each with separate customer journeys and content depth. The platform needed to present both clearly under one brand while preserving editorial speed and operational control.
The problem
The previous shape made service discovery and internal content management harder than necessary. The rebuild had to improve taxonomy, reduce cognitive load in navigation, and support frequent additions across services, posts, and promotional content without recurring engineering overhead.
My role
I designed and implemented the site architecture, WordPress content model, service hierarchy, navigation structure, and conversion-oriented page layouts, then iterated post-launch as offerings evolved.
Approach
I used a service-led IA with clear top-level separation between Digital and Publishing, reusable section patterns, and consistent quote/contact prompts. The delivery model prioritised editor autonomy, allowing rapid launch of new service pages and content campaigns.
Highlights
The implementation focused on reducing decision friction for visitors while reducing publishing friction for the business: clearer route choice between service domains, reusable landing-page structures for fast offer rollout, and quote pathways that stayed predictable across the whole site.
