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Web & Digital Platforms

Programmatic content platforms: page families that follow their records

Generating a page for every town and service is the easy part. The hard part is the year after: a new town gets added, a service is dropped, a page's proof goes stale. A programmatic content platform keeps the family governed. Pages follow the records behind them, a person reviews what's new, and a page with too little of its own to say is held rather than published. We build the rules that keep each page family tied to its records.
Talk through your page familySee what happens when a record changes ↓
furnaceACwater heaterductsNorthsideEastsideRiversideWestfieldheld→ /indoor-airpublishedheldredirectedrecord changestown added · Westfield4 pages drafted from recordsreview · office manager3 published · 1 held: too little of its ownservice retired · duct cleaning4 pages redirected to /indoor-air

Launched once, or governed

Launched once

  1. 01Pages generated once, at launch
  2. 02A new town means a developer and a spreadsheet
  3. 03Retired services keep their pages, promising work you don't do
  4. 04Thin pages pile up unnoticed

The family drifts away from the business, a page at a time.

Governed after launch

  1. 01Pages follow their records
  2. 02A new town drafts its pages, and a person reviews them
  3. 03A retired service's pages redirect
  4. 04Pages without enough of their own are held

The family stays as true as the records behind it.

When a record changes

Three changes, each a normal week for a page family.

Westfield added to the service areas

  1. Record created

    by the office manager

    done

  2. Pages drafted

    4, from the town and service records

    done

  3. Checked for their own content

    water heater page: no local jobs yet

    done

  4. Reviewed

    the office manager approves 3

    done

  5. Published

    3 pages; 1 held until there's local work to show

    done

A new town gets pages the week it's served, and only the ones with something to say.

Rules every page family follows

  1. 01

    Records first

    Pages come from records

    Towns, services and job stories are records; nobody types a page by hand.

  2. 02

    A floor for each page

    Enough of its own

    A page needs local jobs, reviews or details of its own before it's published.

  3. 03

    A person reviews what's new

    Drafts aren't published unseen

    New pages and big changes wait for the office manager.

  4. 04

    Retired means redirected

    No dead ends

    When a town or service goes, its pages point somewhere useful.

  5. 05

    Stale proof is flagged

    Old evidence shows up

    A page whose newest job story is a year old is listed to refresh.

The parts it's built from

Each part is built and tested on its own, so you can start with one and add the rest.

  1. Records

    Content Platforms

    • towns
    • services
    • job stories

    too little of its own → held

  2. Generation

    Controlled Generation Pipelines

    Drafts from records, checked before review.

  3. Search

    Programmatic SEO

    Which combinations deserve a page.

  4. Pages

    Application Frontends

    One template per family, real content in each.

How the family links togetherUX & Information ArchitectureArea pages, service pages and hubs, linked by their records.

Is a programmatic content platform the right system?

Good fit

  • You have records, like towns, services or products, that each deserve a page.
  • The records change: towns added, services dropped.
  • You'd rather hold a page than publish a thin one.

Avoid when

  • Fewer than a couple of dozen pages. Write them by hand.
  • There's no real content behind each combination.

How we'd approach it

Most of the early work is agreeing the records behind each page family, the review step and the bar a page must clear.

  1. 01

    Understand

    As much as the problem needs

    We map how the work runs today: who does what, which systems hold the records, and where it breaks.

  2. 02

    Design

    Decided before it's built

    Ownership, rules, integrations and exceptions, agreed with you and written down with acceptance criteria.

  3. 03

    Build

    Connected to what you use

    We build the scoped system, connect it to the tools you already run, and test it on the cases that matter.

Related systems

The capabilities underneath

Questions about programmatic content platforms

Isn't this just mass-producing pages?

No. A page is only published if its records give it enough of its own content, and a person reviews new ones. The rest are held.

What happens when we stop serving a town?

Its pages redirect to the nearest town you do serve, and links to them are removed.

Can AI write the pages?

It can draft from the records, with checks before a person reviews. Facts come from the records, not from the draft.

How do we know the pages are still accurate?

Each page knows which records it came from. When a record changes or its proof goes stale, the page is updated or flagged.

Keep every generated page worth having

Tell us which page families you run or plan. We'll show you how they'd follow the records behind them.

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