We mapped actual demand (queries for wine, appellations, grape varieties, pairings, terroirs) and then designed an architecture of hubs and satellites:

• pillar pages: directory of Bordeaux estates, appellation pages, region pages, ancient grape variety pages;
• product and range pages that capitalize on these pillars;
• an editorial journal (stories, tastings, behind-the-scenes at the estate) that feeds freshness into the hubs.

Each page type has a defined role: capture intent, nurture, or convert. Page templates are generated from the database, allowing for the publication of hundreds of consistent pages without code duplication.