Informationsarchitektur & SEO-Landingpages

The three audiences of Schaaf Akademie — people seeking care advice, participants in courses and continuing education, and B2B consultancy clients — have entirely different needs, yet all of them were funnelled through the same generic page logic. One case was particularly critical: a single page mixed the mandatory advisory visit under § 37.3 SGB XI (German long-term care law) with private support for care-level applications and appeals — two services with different audiences, different cost models, different legal bases and different search intents. We untangled the search intents and built one focused landing page each, with its own title, its own meta description, a clear H1 and FAQPage schema (hub and spoke). Every page follows a conversion-oriented order — value proposition, audience, costs and who pays, the process step by step, and only then the legal context — instead of opening with statutory text. The structure is designed to scale to local landing pages (Brandenburg, Oder-Spree, individual locations).

Three very different audiences and several search intents (the statutory § 37.3 visit versus private care-level support, among others) were mixed together in one generic page logic — bad for user guidance and bad for rankings.

User-centred navigation and a hub-and-spoke structure with a dedicated landing page per search intent — built for conversion and ready to scale locally.