Aviary Vertical Pages Strategy

Overview

Aviary's website should be restructured around its three core verticals rather than generic use-case pages. Creating dedicated top-level pages for each vertical improves SEO by targeting industry-specific search intent and allows use cases to be presented in context — making the value proposition immediately legible to each audience segment.

This strategy was decided during the ^[1].

The Three Verticals

Credit Unions
Community Banks
Insurance Companies

Each vertical gets its own dedicated top-level page on the Aviary site.

Page Structure

Each vertical page should follow a consistent structure:

Vertical Introduction — Establish Aviary's expertise and credibility within that industry. For credit unions, for example, this means highlighting that key team members (e.g., Blessing) come from the credit union world. Source this language from Aviary's existing website copy.
Vertical Characteristics — Brief description of what makes this segment distinct as a market. AI can assist in drafting this section.
Use Cases — A list of relevant use cases specific to that vertical. Use cases should not be generic; they should reflect the actual problems that segment faces.
- Credit Union example: dormant accounts, credit and collections
- Source use cases from Aviary's existing site and client knowledge

Rationale

Use cases are not universal — they are vertical-specific. A credit union's compliance and member engagement challenges differ meaningfully from a community bank's or an insurer's. Presenting use cases within a vertical context:

Improves SEO by targeting industry-specific keywords
Improves conversion by making the site immediately relevant to each visitor type
Reflects how Aviary actually sells and positions itself

The traditional approach of a single "Use Cases" page flattens these distinctions and dilutes relevance for any individual visitor.

Content Sourcing

Pull vertical expertise language and use case descriptions from Aviary's existing website
Use AI to generate initial drafts; human review required before publishing
Case studies (being finalized separately by Mark) should be linked from the relevant vertical page once complete

Implementation

Task	Owner	Status
Create Credit Unions page	Sebastian	Pending
Create Community Banks page	Sebastian	Pending
Create Insurance Companies page	Sebastian	Pending
Finalize case studies to link from pages	Mark	In Progress

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