Professional services
Gave Northline one clear website across markets and service lines
Northline Advisory · 2025 · 12 weeks
Northline’s regional sites told different stories. Adexcell unified positioning, rebuilt the site on a light editorial system, and handed marketing a CMS they could actually publish with — without waiting on engineering for every page update.
Role
Brand web system, CMS, technical SEO
Timeline
12 weeks
Delivery
UK, UAE, Singapore · Global site
1 global IA
Site structure
~70% faster updates
Publishing time
WCAG 2.2 AA target
Accessibility
Practice routing live
Inbound clarity
Challenge
Service pages answered different questions in each market. Thought leadership lived in PDFs. The marketing team needed developers for routine updates. Search visibility was split across overlapping pages, and inbound leads struggled to find the right practice contact.
Solution
We rebuilt information architecture around buyer jobs, created an accessible design system, and launched a Sanity-powered site with reusable proof, insight, and team modules. Redirects, metadata, schema, and analytics shipped with the content migration so SEO equity moved with the redesign.
Approach
- 01
Audit existing URLs, search queries, and sales objections by market
- 02
Define a shared service taxonomy and page templates
- 03
Design a calm, accessible light-theme system for long-form expertise
- 04
Implement CMS workflows with preview, roles, and scheduled publishing
- 05
Migrate content with redirects, schema, and conversion tracking
Project timeline
Weeks 1–2
Content & SEO audit
Crawl analysis, keyword clustering, stakeholder interviews, and a migration risk register.
Weeks 3–5
IA & design system
Sitemap, wireframes, component library, and accessibility criteria signed off by marketing and partners.
Weeks 6–9
Build & CMS
Next.js front end, Sanity schemas, preview environments, and editor training sessions.
Weeks 10–11
Migration
Content rewrite support, redirects, schema markup, and staging QA across three regions.
Week 12
Launch
Cutover, Search Console monitoring, and a 30-day content calendar owned by marketing.
Project notes
Engagement
Tell us the problem. We will return with a plan.
Share goals, constraints, timeline, and the systems you already run. You get a clear recommendation — fit, approach, and next step — without a theatrical pitch.