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].
Each vertical gets its own dedicated top-level page on the Aviary site.
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
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:
The traditional approach of a single "Use Cases" page flattens these distinctions and dilutes relevance for any individual visitor.
| 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 |