A 60-page site cut to 22, and enquiries went up
Sable's site had grown by accretion for nine years. We removed two-thirds of it.
Results
The challenge
Nine years of accumulated pages meant six of them targeted the same search term and competed with each other. Nobody internally could say which page a prospect should land on for the firm's most profitable service line.
What we did
Consolidated 60 pages into 22, redirecting the rest and merging the content that was actually earning rankings.
Rewrote every service page around a single buyer question, with one primary action per page.
Built a CMS modelled on how the firm publishes — by practice area and person — so partners could update their own pages without a ticket.
Reached WCAG 2.2 AA with a documented audit, which their public-sector clients had begun requiring in procurement.
The outcome
Qualified enquiries rose 118% within two quarters on 12% less traffic. The scope reduction meant launch landed five weeks early and under the original budget.
“What I appreciated most was being told no. They cut about a third of our original scope on the first call and were right about every piece of it.”
- Next.js
- Payload CMS
- Vercel