PDGUK / Platinum Designs — Strategic Rebuild Blueprint

Prepared: 23 June 2026 · Reference: Full Site Audit + Emergency Cleanup · No changes to project have been made from this document

Objective: Transform the site from an unclear portfolio-first website into a clear commercial service website. Visitors must understand within 10 seconds who Robert / Platinum Designs helps, what problems are solved, what services cost, what proof exists, and what to do next. The portfolio follows the pitch — not the other way around.

1. RECOMMENDED FINAL SITEMAP

18 pages total in the final recommended structure (down from 33). Priority levels: P1 = Build first · P2 = Build second phase · P3 = Optional / later


Core Pages


  • Home · / · Commercial entry point. Answers who you help, what you do, proof, pricing anchor, and next step within a single scroll. · All audiences · Static · P1

  • Work With Me · /work-with-me · Primary conversion/sales page. Full offer, packages, process, who it is for, FAQs, and CTA. Replaces the current /services page as the main conversion destination. · Buyers, warm visitors · Static · P1

  • Services Index · /services · Overview of service categories with a brief description of each and a link to the individual service page. Entry point for visitors exploring options. · All audiences · Static / CMS-backed · P1

  • Service: Website Sprint · /services/website-sprint · Dedicated page explaining the rapid-turnaround website build offer in full. · Businesses needing a fast website · CMS-driven · P1

  • Service: Brand & Website System · /services/brand-website-system · Dedicated page for the full brand identity + website product. · Startups, new businesses, rebrands · CMS-driven · P1

  • Service: Growth Design Support · /services/growth-design-support · Ongoing monthly retainer service page. · Growing businesses needing regular design support · CMS-driven · P2

  • Service: Senior Design Partner · /services/senior-design-partner · Embedded senior designer service for teams or growing companies. · Agencies, scale-ups, corporate teams · CMS-driven · P2

  • Work / Case Studies · /work · Portfolio index. CMS-driven grid of case studies. Replaces /selected-client-work. · Warm visitors checking credibility · CMS Collection List · P1

  • Case Study Detail · /work/:slug · Consistent CMS template for each project, replacing all 5 static case study pages. · Warm visitors doing due diligence · CMS Detail Page · P1

  • About · /about · Who Robert is, what drives the business, the team, trust signals. A full story page — not a CV. · All audiences · Static with CMS Members · P1

  • Contact · /contact · Enquiry form with context-setting copy — what happens after you contact, typical response time, and what to include. · Ready-to-buy visitors · Static · P1

  • Blog / Insights · /blog · Thought leadership and SEO content. Lower priority than the service pages but supports long-tail search. · Organic/search visitors · CMS Collection List · P2

  • Blog Detail · /blog/:slug · Individual blog post. Already set up and working. · Organic search visitors · CMS Detail Page · P2


Utility Pages


  • Thank You · /thank-you · Post-form submission confirmation page. · All · Static · P1

  • 404 · /404 · Already built. Keep as-is. · All · Static · Keep

  • Legal · /legal/:slug · Already working via CMS. Privacy Policy, Terms, Cookie policy. · All · CMS Detail Page · Keep

  • Innovation Lab · /innovation-lab · Specialist R&D sub-brand. Keep as a separate destination but remove from main nav. Link from About or a footer column. · Corporate / R&D audiences · Static · P3


Sector Landing Pages (Selective — see Section 11)


  • For Tech Startups & SaaS · /for/tech-startups · Highest commercial intent. Rewrite first. · Startups · Static · P2

  • For Agencies · /for/agencies · High white-label/partner potential. · Agencies · Static · P2

  • For E-commerce · /for/e-commerce · High volume audience. · E-commerce businesses · Static · P2

  • All remaining 11 sector pages · noIndex until properly rewritten with unique copy. See Section 11.

2–4. PAGES TO KEEP, MERGE, AND REMOVE

Pages to Keep (rewrite content, keep URL or redirect cleanly)


  • Home (/) — Keep and rebuild content.

  • /services — Keep URL. Rebuild as a clean services index page and add individual service sub-pages.

  • /about — Keep URL. Rebuild as a proper About page with team section from CMS Members collection.

  • /contact — Keep as-is. Improve copy and confirmation step.

  • /blog + /blog/:slug — Keep both. Already functional. Improve categories.

  • /legal/:slug — Keep as-is. Already working correctly.

  • /404 + /thank-you-page — Keep as utility pages.

  • /innovation-lab — Keep but delink from main navigation. Reference from footer or about page only.


Pages to Merge


  • /framerdevelopment + /brandidentity + /designsystem → Merge all three into individual service sub-pages under /services/. The standalone orphaned URLs should 301 redirect to the relevant service page once those are built.

  • /selected-client-work (index) + the 5 static case study pages → All migrate into a unified /work CMS collection with /work/:slug detail pages. The old URLs should 301 redirect to their new /work/:slug equivalents.

  • /helpcenter → Merge FAQ content into the Work With Me page and/or a dedicated FAQ section. A separate Help Center is too enterprise-feel for a boutique design studio — it signals the wrong thing.


Pages to Remove, Archive, or noIndex Later


  • /page — Remove entirely. Orphaned scratch page with no content. Already noIndex’d in emergency cleanup.

  • /robert-corley-portfolio — Keep as draft. If Robert wants a personal portfolio, it should live on a separate domain (e.g. robertcorley.com or robcorley.co.uk), not on the Platinum Designs business domain. Having it here confuses whether this is a business or a freelancer.

  • /marketing/newsletter — Keep as internal draft/tool only. Never publish to main domain.

  • /helpcenter — See above. Archive or repurpose once FAQ content is moved to Work With Me page.

  • 11 of 14 sector landing pages — noIndex immediately. These have duplicate meta content and would actively harm SEO rankings if left live and indexed with identical copy. Keep only the 3 priority verticals (tech startups, agencies, e-commerce) and rewrite those first. See Section 11.

5. RECOMMENDED CMS ARCHITECTURE

Collection 1 — Services (new)


  • Fields: Title (string, required) · Slug (string, auto) · Short description (string, required) · Full description (richtext, required) · Icon / illustration (image, optional) · Starting price anchor text (string, optional — e.g. “From £1,500”) · Deliverables list (richtext, optional) · Who this is for (richtext, optional) · Turnaround (string, optional — e.g. “1–3 days”) · Featured (boolean, default false) · Sort order (number, optional)

  • Used on: /services index, individual /services/:slug detail pages, Work With Me page (summary cards)

  • Example entries: Website Sprint · Brand & Website System · Growth Design Support · Senior Design Partner · Framer Development · Brand Identity · Design Systems


Collection 2 — Work / Case Studies (replaces & upgrades Ourworks)


  • Fields: Title (string, required) · Slug (string, auto) · Client name (string, required) · Year (number, required) · Cover image (image, required) · Tags / service types (multi-option enum: Branding, Web Design, Framer Dev, Design System, Marketing, SEO) · Industry (string, optional) · Challenge (richtext, required — what problem did the client have?) · Solution (richtext, required — what was built/delivered?) · Outcome / results (richtext, required — measurable results wherever possible) · Images 1–6 (image, optional) · Quote / testimonial (string, optional) · Quote attribution (string, optional) · Website link (link, optional) · Website label (string, optional) · Featured (boolean, default false — controls homepage/work index prominence) · Sort order (number, optional)

  • Used on: /work index page (CMS list), /work/:slug detail page, homepage Featured Work section, Work With Me social proof

  • Example entries: Printedeasy.com · Mantra Lingua · HMRC Loans · Al Rajhi Projects · Ramada · (future entries)


Collection 3 — Packages / Pricing (new)


  • Fields: Package name (string, required) · Slug (string, auto) · Short description (string, required) · Price anchor (string, required — e.g. “From £1,500” or “From £800/month”) · Price type (option: One-off, Monthly retainer, Custom quote) · Deliverables (richtext, required) · Best for description (string, optional) · Linked service (collection reference → Services, optional) · Featured / recommended (boolean, default false) · Sort order (number, required) · CTA label (string, optional — e.g. “Book a call”) · CTA link (link, optional)

  • Used on: Work With Me page (pricing section), homepage (pricing anchor section), individual /services/:slug pages


Collection 4 — Testimonials (new)


  • Fields: Quote (richtext, required) · Person name (string, required) · Person role (string, optional) · Company name (string, optional) · Avatar / photo (image, optional) · Linked case study (collection reference → Work, optional) · Star rating (number, optional — 1 to 5) · Featured (boolean, default false) · Show on homepage (boolean, default false)

  • Used on: Homepage testimonials section, Work With Me trust section, individual case study pages (quote panel)


Collection 5 — FAQs (new)


  • Fields: Question (string, required) · Answer (richtext, required) · Category (option enum: General, Pricing, Process, Services, Technical) · Sort order (number, optional) · Show on homepage (boolean, default false) · Show on Work With Me page (boolean, default false)

  • Used on: Work With Me page (FAQ accordion), homepage FAQ section, individual service pages

  • Seed questions: How quickly can you start? · Do you work with clients outside the UK? · What does the Website Sprint include? · Do you offer ongoing support? · Can I see examples of your work before committing? · What information do I need to provide to get started? · Do you offer payment plans?


Collections to Keep Unchanged


  • Blog — Keep as-is. Fix the “Analtytics” category typo. Consider adding an Author collection reference later to replace the duplicated per-post author fields.

  • Legal — Keep as-is. Working correctly.

  • Members — Keep as-is. Connect to /about page. Build the team grid section on about using this collection.


Collections to Archive Later (not delete yet)


  • Shop (36 items) — Archive once confirmed no e-commerce roadmap exists. Do not delete until confirmed safe.

  • Careers (12 items) — Archive or build a /careers page. Do not leave orphaned.

  • Helpcenter (12 items) — Archive once FAQ content is migrated to CMS FAQs collection.

6. HOMEPAGE REBUILD STRUCTURE

The homepage must answer 6 questions within a single scroll: Who do you help? What do you do? What results can I expect? Where’s the proof? What does it cost? What do I do next? Every section earns its place by answering at least one of these questions.


  1. Navigation bar — Logo left. Nav links: Services, Work, About, Blog. CTA button right: “Book a call” → /contact. Visible on desktop. Hamburger on mobile with exact same core links.

  2. Hero — One clear sentence: what you do + who you help. e.g. “I help ambitious businesses launch faster, look more credible, and grow with design that actually works.” Support line: services at a glance (3–4 chips). Two CTAs: primary = “See how it works” → /work-with-me, secondary = “View our work” → /work. Proof stat(s) inline — years experience, clients served, or a key result.

  3. Trust bar / Logo cloud — Logos of recognisable clients the visitor might know (Ramada, HMRC Loans, Mantra Lingua, Printedeasy). No heading needed. Visual credibility signal before the pitch starts.

  4. What I do — Services overview. 3–4 cards, one per core service. Each card: icon, service name, one-line description, “Learn more” link. Heading: “Design that moves fast and lasts long.” or similar.

  5. Featured work — 3 case study cards pulled from the Work CMS collection (Featured = true). Each card: client/project name, service tag, cover image, one-line result. CTA: “See all work” → /work.

  6. How it works — 3-step process. Simple, numbered. e.g. 1. We talk — you share what you need. 2. I build — fast, focused, no hand-holding required. 3. You launch — with everything you need to grow. This de-risks the decision to contact.

  7. Testimonials — 2–3 quotes from real clients. Pull from Testimonials CMS collection. Strong quotes beat polished design here — authenticity converts. If no permission-cleared quotes exist yet, use a results strip instead (e.g. “5,570% growth in conversions for Printedeasy 2015–present”).

  8. Pricing anchor — Not a full pricing table. One headline and 2–3 starting-from prices. e.g. “Websites from £[X]. Full brand systems from £[X]. Monthly support from £[X]/month.” CTA: “See full options” → /work-with-me. This signals budget range without a long pricing wall — visitors can self-qualify.

  9. FAQ strip — 3–5 most common questions from the FAQ CMS collection (Show on homepage = true). Collapsible accordion. Reduces friction before the final CTA.

  10. Final CTA section — One question: what is the most natural next step? Not “Get in touch” — be specific. e.g. “Ready to build something? Let’s talk scope and timeline.” Button: “Book a free call” → /contact. Secondary: “Browse the work” → /work.

  11. Footer — Logo, tagline, nav links, social links, legal links.


Sections to move or remove from the current homepage: The existing Pricing and FAQ sections are hidden (visible: false) — do not just make them visible. Replace them with purpose-built CMS-connected versions. The Portfolio section already exists and shows CMS items — keep this and connect it to the new Work collection.

7. WORK WITH ME PAGE STRUCTURE (/work-with-me)

This is the primary commercial page. It replaces /services as the conversion destination. A warm visitor landing here should be able to understand, evaluate, and choose a service — or book a call — without leaving the page.


  1. Hero / Offer statement — What’s on offer. One sentence framing who this page is for and what it contains. e.g. “From a rapid website sprint to a fully embedded design partner — here’s how we work together.”

  2. Services overview — 4 tiled service cards from the Services CMS collection. Name, short description, price anchor, turnaround. Each links to its individual /services/:slug page.

  3. Packages / Pricing — Full pricing table from the Packages CMS collection. 3–4 rows. For each: name, what’s included (richtext), starting price, price type (one-off / retainer), recommended badge if applicable, CTA button.

  4. Process — 4–5 steps. What happens from first contact to delivered result. Makes the process tangible and removes “what happens next?” anxiety.

  5. Who this is for — Bullet list of the ideal client profile. Be specific. e.g. “You’re a startup that needs a professional website fast.” / “You’re an agency that needs an experienced design partner for client work.” / “You’re a growing business with a backlog of design work.”

  6. Who this is NOT for — Brief, honest, non-apologetic. e.g. “If you need a £500 website, I’m probably not the right fit.” / “If your brief is still undefined and the timeline is undefined, we’re not ready to work together yet.” This filters out the wrong enquiries and signals confidence.

  7. Social proof — 2–3 testimonials from Testimonials CMS. Case study reference links. Outcome stats where available.

  8. FAQs — 6–8 questions from FAQ CMS collection (Show on Work With Me = true). Collapsible accordion.

  9. CTA — Clear and specific. e.g. “Not sure which option fits? Book a free 30-minute call and we’ll work it out together.” Button: “Book a call” → /contact. Low-risk, low-commitment entry point.

8. SERVICES PAGE STRUCTURE

Services Index page (/services)


  1. Brief header — “Here is how I can help your business.” One supporting line.

  2. Service cards grid — Pulled from Services CMS collection. Each card: service name, short description, price anchor, turnaround time, CTA “Learn more” → /services/:slug.

  3. Not sure which fits? — Short comparison note + CTA to /work-with-me or /contact for a guided recommendation.


Individual Service page (/services/:slug)


  1. Hero — Service name. What it is in plain language. Price anchor and turnaround. CTA: “I want this” → /contact.

  2. What you get — Deliverables list from CMS. Specific, named outputs — not vague promises.

  3. Who this is best for — Short paragraph from CMS.

  4. Related case study / example — 1 or 2 case study cards from Work CMS filtered by matching service tag.

  5. Testimonial — 1 testimonial filtered by the linked case study or the service.

  6. Next steps / CTA — “Ready to get started?” Button: “Book a call” → /contact.

9. CASE STUDY TEMPLATE STRUCTURE (/work/:slug)

Every case study must follow this identical structure. Consistency is the mechanism that builds trust — not individual page uniqueness. Template built once in Framer, driven entirely by CMS fields.


  1. Project header — Client name (large). Service tags (chips). Industry. Year. One-line summary of the project.

  2. Cover image — Full-width hero image. High quality.

  3. The challenge — What problem did the client have before working with Platinum Designs? Written in plain language. Not a features list — a real business problem.

  4. What was delivered — The work, described clearly. What was built, designed, or solved. Pulled from the Solution richtext field.

  5. Gallery — Images 1–6 from CMS. Show only those that have been filled in. Do not show empty image placeholders.

  6. The outcome — Measurable results wherever possible. e.g. “5,570% growth in sales conversions over 10 years.” or “Brand launched to market in 7 days.” This is the most important section on the page — do not bury it.

  7. Client quote (optional) — If the quote and attribution CMS fields are populated, show this. If not, hide the section. Never show a blank testimonial block.

  8. Live site link (optional) — Button: “Visit [website label]” → website link. Only show if the CMS field is populated.

  9. More work — 2–3 other case study cards from Work CMS (not the current one, same Featured logic). Keeps visitors browsing.

  10. CTA — “Want results like this? Let’s talk.” Button: “Book a call” → /contact.

10. PRICING AND PACKAGE RECOMMENDATION

Principle: Publish a starting price for every package. “Prices on request” repels the right clients and attracts the wrong ones. Vague pricing signals uncertainty. Anchor prices communicate confidence and filter enquiries before they arrive. Fill in exact figures where [X] appears below.


Package 1 — Website Sprint


  • Price anchor: From £[X] (one-off)

  • Turnaround: 1–3 days

  • Best for: Businesses needing a fast, professional website for a campaign, product launch, event, or brand pivot. No waiting weeks for an agency to get back to you.

  • Includes: Up to [X] pages, Framer build, mobile responsive, basic SEO setup, domain connection, one round of revisions.

  • Not included: Branding, logo, or copywriting (unless add-ons are purchased).


Package 2 — Brand & Website System


  • Price anchor: From £[X] (one-off)

  • Turnaround: 7–14 days

  • Best for: New businesses launching for the first time, or established businesses rebranding. Want everything — brand identity, website, and marketing assets — delivered as a complete system.

  • Includes: Logo and brand identity, colour palette and typography system, Framer website ([X] pages), design system / component library, social media template pack, brand style guide PDF.

  • Note: This is the most premium one-off package. Should be the recommended / featured package on the pricing table.


Package 3 — Growth Design Support (retainer)


  • Price anchor: From £[X]/month

  • Commitment: Monthly rolling, minimum [X] months

  • Best for: Businesses that have launched and now need regular, reliable design support — landing pages, campaigns, marketing assets, UX improvements — without hiring a full-time designer.

  • Includes: [X] hours of design work per month, async progress updates, dedicated Slack or email channel, monthly review call (optional), priority turnaround over new project enquiries.


Package 4 — Senior Design Partner (embedded)


  • Price anchor: From £[X]/month or £[X]/day rate

  • Commitment: 3-month minimum engagement

  • Best for: Agencies needing a white-label senior designer for client projects. Scale-ups with a product team that needs senior design leadership. Corporate divisions with ongoing needs. Robert works as part of their team — not as an external vendor.

  • Includes: Embedded senior designer resource, strategy and execution, design leadership and system-building, collaboration with internal teams, deliverables agreed at scope stage. Pricing is bespoke beyond the anchor — CTA leads to a scoping call.


Display note: Show all 4 packages in a comparison table or card grid. Highlight Package 2 (Brand & Website System) as the recommended choice. All packages have a CTA that goes to /contact with a pre-filled subject line where possible. Never show pricing as a wall of text — use a clean table or card layout from the Packages CMS collection.

11. LANDING PAGES STRATEGY

The 14 current landing pages all share identical meta titles and descriptions. This is the worst-case SEO scenario — they are competing with each other for the same query space, diluting domain authority without ranking for anything. The strategy is: pause most, fix three, and build the model correctly before expanding.


Priority 1 — Rewrite and activate first (3 pages)


  • /for/tech-startups — Highest commercial intent. Startups need fast, credible websites. PDGUK’s Website Sprint and Brand & Website System are a direct match. Rewrite with unique H1 (e.g. “Fast, credible websites for tech startups and SaaS companies”), a Printedeasy or tech-adjacent case study reference, and a startup-specific FAQ block. New slug: /for/tech-startups.

  • /for/agencies — Strong white-label and Senior Design Partner opportunity. Agencies need a reliable design partner they can bring into client engagements. New slug: /for/agencies.

  • /for/e-commerce — Large audience. HMRC Loans and Printedeasy case studies are relevant. Website Sprint and Growth Design Support are natural upsells. New slug: /for/e-commerce.


Priority 2 — noIndex now, rewrite later (3 pages)


  • /for/hospitality — Ramada case study is a direct match. Good evidence base. New slug: /for/hospitality.

  • /for/real-estate — Mid-priority. Use Al Rajhi Projects as proof (construction/property adjacent). New slug: /for/real-estate.

  • /for/nonprofits — Mantra Lingua (educational/multilingual) is relevant as social good. noIndex until rewritten.


Pause / noIndex indefinitely (remaining 8 pages)


Corporate departments, franchise businesses, educational institutions, consumer goods/FMCG, subscription businesses, and all remaining sector pages should be immediately set to noIndex and left in draft state. There is no supporting case study evidence for most of these verticals, and publishing them with duplicate copy and no specific proof actively harms search credibility. They can be activated one by one once there is a relevant case study and unique content to support them.


Slug structure — change from /landingpage/* to /for/*


Current slugs like /landingpage/real-estate-agencies-and-developers are verbose, non-descriptive from a visitor standpoint, and the /landingpage/ prefix exposes the internal purpose rather than expressing the audience. Replace with the /for/[short-industry] pattern (e.g. /for/tech-startups, /for/agencies). Add 301 redirects from old URLs to new ones before publishing.


How to avoid duplicate content going forward


  • Each active landing page must have a unique H1, unique meta title (max 60 chars, mentions the vertical), unique meta description (max 160 chars, mentions the vertical and a result), at least one industry-specific case study reference or relevant stat, and a different FAQ set from the main site FAQs.

  • The core services section can be reused across pages (same component, different CMS content filter), but the hero copy, proof section, and FAQ section must be unique per page.

  • Do not activate more than 3 landing pages at any one time unless each one has been fully written with unique copy and a supporting proof point. Quality over quantity for sector pages.