The Asymmetric website rebuild replaces a commodity "execution for hire" agency site with a strategy-first growth consultancy presence. The new architecture is organized around strategic advantages rather than a laundry list of services. The full sitemap spans 26 pages, each with detailed design, development, and copy specs.
The site will be built from scratch on Elementor, replacing the existing Beaver Builder installation to eliminate technical debt and enable a clean, modern architecture. The staging environment will be wiped and rebuilt; a backup of the current production site will be preserved on the dev environment before work begins.
See the parent project context at [1].
| Nav Item | Purpose |
|---|---|
| Home | Entry point; hero, proof, philosophy intro, services overview, client logos, case study, testimonials |
| Asymmetric Edge | Proprietary philosophy, framework, and approach — the "IP moat" |
| Services | Seven pages, each framed as a strategic advantage |
| Proof | Case studies and testimonials |
| Intel | Resources and thought leadership |
The primary CTA moves away from passive "Contact Us" language toward active, outcome-oriented engagement framing.
| Page | URL Tier | Notes |
|---|---|---|
| Home | / |
Full-viewport hero, proof bar, Edge intro, 7 service cards, client logos, featured case study, testimonial strip, footer |
| Asymmetric Edge | /asymmetric-edge/ |
Editorial long-form; establishes proprietary philosophy and framework; not a service page |
Each service page is framed as a strategic advantage, not a tactical output. Each includes a hero, seven service cards at a glance, and section-level detail.
| Service | Framing |
|---|---|
| Strategy Consulting | Build the edge before you execute anything; includes business war games, strategy development, OKR design, Asymmetric Growth Framework |
| Digital Asset Development | Website design & development, brand identity, sales collateral, pitch decks, visual systems |
| Content Development | AI-enhanced content creation, content strategy aligned to buyer journey, thought leadership positioning, content built for search/AI/audio/video discovery |
| SEO & AEO | Traditional SEO + Answer Engine Optimization (appearing in ChatGPT, Perplexity, Gemini results); audio/visual search; programmatic discovery |
| Account-Based Marketing (ABM) | Target account identification, deep account research, personalized multi-channel campaigns, HubSpot ABM infrastructure |
| Digital Marketing | Paid search, email, out-of-home, performance reporting tied to outcomes |
| Asymmetric E-Commerce | AI/ML-powered marketplace growth; anchored by Asymmetric's strongest existing case study |
Note from kickoff: "Content Development" vs. "Content Marketing" was flagged as an open question. The team noted that users searching for inbound marketing strategies may respond better to "content marketing" framing. Revisit before final copy is locked.
| Page | Purpose |
|---|---|
| Case Studies (index) | Aggregated proof; outcome-focused |
| Individual Case Study Pages | One per featured client engagement |
| Page | Purpose |
|---|---|
| Intel (index) | Resources and thought leadership hub |
| Blog / Article pages | Content marketing output; SEO and AEO optimized |
| Page | Notes |
|---|---|
| About / Team | Founder background and team pedigree elevated as core narrative, not buried |
| Contact | Reframed as a strategic engagement entry point |
Each of the 26 pages has a detailed spec covering:
The full 26-page spec document is the primary handoff artifact for [2] (design) and Eshock (development).
Services are no longer named as execution outputs ("Digital Marketing," "Growth Marketing"). Each page now names the competitive problem it solves and the outcome it delivers.
The "Asymmetric Warfare" philosophy, previously buried in body copy, becomes a dedicated top-level nav section. This page establishes proprietary frameworks (Asymmetric Growth Framework, etc.) and signals differentiation that competitors cannot easily replicate.
Three to four outcome-based stats appear immediately below the hero to establish credibility before any service explanation.
Local awards (e.g., "Best Web Agency in Madison") will be replaced with more globally credible proof points.
Two additional pages — Environmental Services and Food & Beverage — will be built as standalone landing pages (not in the main nav) to support paid ad campaigns targeting those verticals. These are prioritized ahead of the full site build. See [3] for campaign context.
| Layer | Decision |
|---|---|
| Builder | Elementor (replacing Beaver Builder) |
| CMS | WordPress |
| Developer | Eshock |
| Designer | Michał Bielerzewski |
| Staging approach | Wipe staging env; build new site there; preserve current production backup on dev |