# 01 — Information Architecture

**Site:** axidysmedia.com · **Brand:** Axidys Media · **Legal entity:** Axidys Limited (Company No. 3175091), 8/F, China Hong Kong Tower, 8–12 Hennessy Road, Wan Chai, Hong Kong

## Positioning spine

Every page answers to one idea: *we connect acquisition, conversion, measurement, and experimentation so SaaS and e-commerce companies can grow more efficiently.*

Credibility comes from specificity, methodology, transparency, and useful tools. There is no social proof on the site: no testimonials, quotes, case studies, logos, awards, certifications, headshots, founder story, or performance claims. Platform names are listed as "Platforms we work with", never as partners.

## Site map

| URL | Page | Visitor question it answers | H1 (working) | Primary CTA |
|---|---|---|---|---|
| `/` | Home | "Is this the right kind of agency for my business model?" | Growth marketing built around revenue — not channel metrics. | Get a Growth Audit |
| `/saas-marketing` | SaaS industry | "Do they understand pipeline, CAC, and long sales cycles?" | SaaS growth marketing built for pipeline, not form fills. | Get a Growth Audit |
| `/ecommerce-marketing` | E-commerce industry | "Will growth hold up at the margin line?" | E-commerce growth marketing built on contribution margin. | Get a Growth Audit |
| `/paid-media` | Service | "How will you run search, shopping, and budget allocation?" | Paid media that scales with your unit economics. | Get a Growth Audit |
| `/paid-social` | Service | "How do you run Meta and LinkedIn without wasting spend?" | — | Get a Growth Audit |
| `/seo-ai-search` | Service | "How do we get found in search and in AI answers?" | — | Get a Growth Audit |
| `/cro` | Service | "How do we get more from traffic we already pay for?" | — | Get a Growth Audit |
| `/landing-pages` | Service | "Can you build pages that match the ad and convert?" | — | Get a Growth Audit |
| `/analytics-attribution` | Service | "Can we trust the numbers we make budget decisions on?" | — | Get a Growth Audit |
| `/lifecycle-retention` | Service | "How do we grow value from customers we already have?" | — | Get a Growth Audit |
| `/how-we-work` | Methodology | "What happens after we sign, and how will we know it's working?" | How we work: from diagnosis to scale. | Get a Growth Audit |
| `/about` | Philosophy | "What do they believe, and what won't they do?" | Marketing should make the business easier to understand. | Get a Growth Audit |
| `/resources` | Resource hub | "Can I learn something useful before talking to anyone?" | Resources for growth teams. | Read a guide / Growth Audit |
| `/resources/[slug]` | Article (6) | Topic-specific | Article title | Growth Audit (contextual) |
| `/growth-audit` | Conversion page | "What do I get, and what do I need to share?" | Get a Growth Audit. | Submit request |
| `/contact` | Contact | "How do I reach them for anything else?" | Contact Axidys Media. | Send message |
| `/privacy` · `/terms` · `/cookie-policy` · `/cookie-preferences` | Legal | Compliance | — | — |
| `404` | Not found | "Where should I go instead?" | This page isn't here. | Home / Services |

### Resource articles (launch set)

| Slug | Title | Category | Links out to |
|---|---|---|---|
| `saas-cac-benchmarking-guide` | SaaS CAC Benchmarking Guide | SaaS | `/saas-marketing`, `/paid-media`, `/analytics-attribution` |
| `mer-vs-roas-guide` | E-commerce MER vs ROAS Guide | E-commerce | `/ecommerce-marketing`, `/paid-media`, `/analytics-attribution` |
| `landing-page-experiment-checklist` | Landing Page Experiment Checklist | CRO | `/cro`, `/landing-pages` |
| `paid-search-account-audit-checklist` | Paid Search Account Audit Checklist | Paid media | `/paid-media`, `/growth-audit` |
| `attribution-readiness-guide` | Attribution Readiness Guide | Measurement | `/analytics-attribution`, both industries |
| `ai-search-visibility-guide` | AI Search Visibility Guide | SEO + AI search | `/seo-ai-search`, both industries |

## Navigation

**Header (sticky, 72px → 64px after scroll):** Logo · Services ▾ · Industries ▾ · How We Work · Resources · About · **Get a Growth Audit**

**Services mega menu** — grouped by the Revenue Circuit so the menu itself teaches the model:

- *Acquire:* Paid Media · Paid Social · SEO + AI Search
- *Convert:* Conversion Rate Optimization · Landing Pages
- *Measure + Expand:* Analytics + Attribution · Lifecycle + Retention
- Side rail: "The Revenue Circuit → How we work" and a compact audit prompt.

**Industries menu** — two large entries, each with its metrics vocabulary (SaaS: pipeline, CAC, trial and demo conversion · E-commerce: MER, contribution margin, AOV, repeat purchase) plus a link to the growth diagnostic.

**Mobile:** full-height sheet, accordion groups for Services and Industries, persistent CTA at the bottom, focus trapped, Escape closes.

**Footer:** logo + positioning line · Services · Industries · Resources · Company (How we work, About, Contact, Get a Growth Audit) · legal row (Privacy, Terms, Cookie policy, Cookie settings, which reopens the consent banner) · company registration and address.

## Internal linking model

```
            ┌──────────── Home ────────────┐
            │  (links to every hub below)  │
   ┌────────┴───────┐              ┌───────┴────────┐
   │ SaaS industry  │◄────────────►│ E-com industry │
   └──┬──────────┬──┘              └──┬──────────┬──┘
      │ each capability block links    │
      ▼ to its service page            ▼
  ┌───────────────── 7 Service pages ─────────────────┐
  │ "Applications" block links back to both industries │
  │ "Related" links to 2–3 services + 2 resources      │
  └───────────────────────┬───────────────────────────┘
                          ▼
                ┌──── 6 Resources ────┐
                │ inline links to the │
                │ matching services + │
                │ industry pages      │
                └─────────┬───────────┘
                          ▼
                    /growth-audit  ◄── every page (header, in-page, final CTA)
```

Rules: every service page links to both industry pages; every industry page links to every relevant service; every resource links to at least one service and one industry page; no orphan pages; anchor text describes the destination ("paid media management", not "click here").

## Content model (CMS-ready)

Content lives in typed modules under `src/content/` and is read only through `src/lib/content.ts`. Swapping to a headless CMS means replacing those getters; components never import raw content.

| Type | Key fields |
|---|---|
| `ServiceContent` | slug, name, seo, hero, problem, approach, deliverables, applications (saas/ecommerce), process, measurement tiers, faqs, related |
| `IndustryContent` | slug, model, seo, hero (image), challenges, system, capabilities[], metrics, process, faqs |
| `ResourceArticle` | slug, title, dek, category, format, models, seo, publishedAt, takeaways, body (typed blocks), related |
| `ArticleBlock` | `h2` · `h3` · `p` · `ul` · `ol` · `checklist` · `callout` · `formula` · `table` · `example` (maps cleanly to Portable Text / rich-text schemas) |
| `CircuitStage` | id, index, name, promise, description, items, output |
| `MetricDefinition` | code, name, definition, decision, model |
| `ProcessStep` | index, name, whatHappens, youReceive, decisionNext |
| `FaqItem` | question, answer |
| `Platform` | name, group, note |

## SEO architecture

- One H1 per page; H2 per section; H3 inside sections.
- `metadataBase` = `https://axidysmedia.com`; self-referencing canonical on every route; title template `%s · Axidys Media`.
- Open Graph + Twitter card on every route; generated OG images per service, industry, and article.
- JSON-LD: `Organization` + `WebSite` (global) · `Service` (service pages) · `FAQPage` (pages with FAQs) · `BreadcrumbList` (all internal pages) · `Article` (resources). Organization schema uses only supplied facts: name, legal name, URL, address, registration number.
- `sitemap.xml` and `robots.txt` generated from the route registry, so new content is included automatically.

## Conversion architecture

| Placement | Treatment |
|---|---|
| Header | Persistent "Get a Growth Audit" button |
| Hero | Primary CTA + "Explore our approach" |
| After methodology, services, and process | Inline text CTAs, not repeated banners |
| Growth diagnostic | Result → "Request the Full Growth Audit" (answers prefill the form) |
| FAQ | "Still deciding? Get a Growth Audit" |
| Final section | Dark, high-contrast audit CTA on every marketing page |
| Articles | Contextual CTA matched to the article topic |