---
title: Aviary Vertical Pages Strategy
type: article
created: '2026-02-20'
updated: '2026-02-20'
source_docs:
- raw/2026-02-20-mark-sebastian-aviary-sync-124168099.md
tags:
- aviary
- seo
- site-structure
- content-strategy
- abm
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[meetings/2026-02-20-mark-sebastian-aviary-sync|Mark / Sebastian Aviary Sync on 2026-02-20]].

---

## The Three Verticals

1. **Credit Unions**
2. **Community Banks**
3. **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:

1. **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.

2. **Vertical Characteristics** — Brief description of what makes this segment distinct as a market. AI can assist in drafting this section.

3. **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 |

---

## Related

- [[meetings/2026-02-20-mark-sebastian-aviary-sync|Aviary Sync — 2026-02-20]]
- [[knowledge/brand-strategy/aviary-abm-campaign|Aviary ABM Email Campaign]]
- [[clients/aviary/_index|Aviary Client Overview]]