Aviary Vertical Pages Strategy — Content vs. Conversion

Overview

As of March 2026, Sebastian is finalizing copy for a set of new vertical pages to be added to the Aviary website. The work surfaced a strategic disagreement with the client stakeholder (Justin) about the purpose and tone of these pages, requiring Sebastian to defend the agency's recommended approach.

The Disagreement

Justin's position: The vertical pages should be conversion-focused — lean, direct, and oriented toward driving action.

Agency's position (Sebastian): The pages should be content-heavy, designed to fill a significant gap in the site's existing content architecture.

Rationale for Content-Heavy Approach

The Aviary site currently lacks any meaningful content pages. The vertical pages are not intended to function as direct conversion funnels — they are meant to establish topical depth and give the site something to rank and be read for. Without this foundation, conversion-focused pages have nothing to support them.

Sebastian communicated this rationale to Justin directly via Slack, including screenshots to illustrate the content gap. The expectation is that Justin will accept the explanation and the current approach will proceed.

"You don't have anything on your site that's like a content page." — Sebastian, explaining the gap to Justin

Current Status

Sebastian is actively writing and refining copy for the vertical pages
Case studies are being developed in parallel (with Eshock) to complement the content pages
Justin's feedback has been addressed; resolution expected before or during the Aviary call on 2026-03-11

Strategic Principle

This situation reflects a common client tension: stakeholders often conflate content pages with conversion pages, expecting every page to close a deal. The appropriate response is to map the site's content ecosystem first — identifying what's missing — before assigning conversion intent to any given page.

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