Content
What the page says
Its title, its sections and its calls to action.
WEB BUILDER / EXPLANATION BLOCKS
Blocks that explain how a piece of work runs.
These blocks show steps, checks, approvals and results instead of decorating a page. Every example below uses sample content about how a web page gets published.
STATUS PANEL
What is ready, what is checked and who decides, in one view.
Used when the reader needs the state of a piece of work at a glance. The sample is a web page on its way to publication.
web-builder / production route
Example page/platform/web-builder/
Surface stateexample
Structured contentEverything the page says lives in one file that can be reviewed.
ready
Brand rulesEach site is checked against its brand rules.
ready
ChecksChecks must pass before anything is published.
required
PublishingPublishing and domain changes are decided by a person, never applied automatically.
waiting
Who publishesa person
A person reviews the prepared page and decides whether it goes live.
LAYERS
Layers, when each level depends on the one below.
Used to show a stack in which every level has its own status and result.
Layer output
Shared rules
The base every tool stands on: a history, a record of each change, no repeated changes and a way back.
- Nothing overwritten
- Repeats recognised and skipped
Resulta reviewable history
Layer output
Tools
Each tool does one job on top of those rules, such as Amazon Ads, Search Intelligence or Web Builder.
- One job per tool
- A person approves the changes
Resulta tool in use
Layer output
Client work
Where a tool is used for a client, always inside a service that client has hired.
- Used inside a service
- The client keeps its accounts
Resultwork delivered
TILE GRID
A grid of tiles for related items, with one larger tile.
Used when one item leads and the others support it.
What comes in
An order, a search, a visitor's action or data from another system.
Rules
The shared logic that turns what comes in into something useful: rules, scoring and checks.
Result
What a person decides on: a suggestion, a draft change or a list of tasks.
STATUS TABLE
A table of items against the checks each one needs.
Used when several items each have several states. The sample rows are this site's page types against the checks before publishing.
Template
Search data
Structure
Images
Checks
Approval
Service pageAn offer, what it covers and who to contact.
Search dataready
Structureready
Imageslocal
Checksrequired
Approvalneeds approval
Tool pageOne of our tools and where it is used.
Search dataready
Structureready
Imageslocal
Checksrequired
Approvalneeds approval
Solution pageA type of client and the work that fits it.
Search dataready
Structureready
Imageslocal
Checksrequired
Approvalneeds approval
GuideA long read that answers one question.
Search dataready
Structureready
Imageslocal
Checksrequired
Approvalneeds approval
Topic pageQuestions, guides and related topics on one subject.
Search dataready
Structureready
Imageslocal
Checksrequired
Approvalneeds approval
TOOL MAP
Tools grouped around the work they support.
Used to show which tools serve which part of the work. For a longer list, the same block can show the logos as a scrolling strip.
Marketplace
Where sales decisions are made.
Amazon
Catalogue, orders and ads.
Search
Where search ads run.
Google Ads
Search ads.
Online shops
Where customers buy.
Shopify
Catalogue and orders.
Tool names identify operating context only. No partnership, endorsement or provider access is implied.
NUMBERED STEPS
Steps that happen in order.
Used when each step deserves the same weight. The sample is how a page goes from brief to publication.
1
Brief
Who the page is for, what it has to do and what it may claim.
2
Structure
The page is written as structured content: search data, opening, sections and calls to action.
3
Build
The page is put together from approved blocks and images kept with the site.
4
Check
Links, structure and search data pass their checks.
5
Decide
A person decides whether the page is published and shown to search engines.
MORE EXAMPLES