Richardson website redesign — organic acquisition track
Designing attribute pages for SEO
As part of the Richardson website redesign (B2C and B2B), an organic-acquisition goal led to the creation of dedicated attribute pages, distinct from standard product or category pages.
These pages targeted precise searches around a product attribute or characteristic, capturing traffic that generic catalogue pages didn't cover.
I designed the structure and content hierarchy of these pages, consistent with the rest of the site and the SEO constraints defined with the marketing/SEO teams.
Outcome — Dedicated pages folded into the redesign, built to broaden keyword coverage beyond the existing catalogue pages.
Context
The Richardson redesign (B2C and B2B) also carried an organic-acquisition goal: the standard product catalogue, structured by range, didn’t cover certain precise searches that visitors formulated around a specific attribute or characteristic rather than an entire range.
Decision
I designed a new page type — the attribute page — built specifically for these searches, with a content structure and information hierarchy distinct from the existing product and category pages, consistent with the SEO constraints defined with the marketing/SEO teams.
Outcome
These pages were folded into the redesign as a full acquisition track in their own right, complementing the standard catalogue.
This project illustrates an often-underestimated facet of product design: designing a page to answer a precise search intent, not just to present a product.