Reflex & Unwind
Semantic website restructure · Information hierarchy · Structured data
A full semantic restructure of a reflexology practice — making Anna's expertise as legible to AI systems and search engines as it is to the people who find her.
Anna had years of expertise as a reflexologist, but the website did not clearly communicate her services. Treatments, pricing, and information competed for attention — making it harder for visitors and AI systems to understand what she offered.
The work focused on building two parallel architectures: a clear visitor-facing hierarchy, and a structured semantic layer — schema.org entities, canonical signals, and local service architecture for Wimbledon SW19 and SW20.
01 — STRUCTURAL PROBLEM
Information competing for attention
The original site presented treatments, pricing, and practitioner information without a clear hierarchy. For AI search and recommendation systems, the site was readable but not retrievable.
02 — STRUCTURAL CHANGES
Hierarchy, semantic structure, dedicated treatment pages
- Reorganised the information hierarchy across all pages
- Simplified navigation to five clear routes
- Created dedicated treatment pages with clear pricing and duration
- Added schema.org structured data — nine entities declared canonically
- Improved local service architecture for Wimbledon SW19 and SW20
- Rebuilt as a fast static website on Netlify
The result is a website that reflects the same clarity Anna brings to her practice.