HGDR Consulting · digital foundations for online businesses
Designing the foundations of your online business
Strategy, structure and systems shaped by how your customers actually search and decide.
I work with founders and small teams to diagnose what is not working, design information architecture and search led content systems, and build starter sites and data setups that are ready to grow.
What Clients Say
I really enjoyed working with Hannah. Her processes for managing marketing campaigns is the best I've experienced on the market. Communication was clear, effective and timely. Hannah supported throughout the process of working together. I recommend that you reach out to Hannah for your marketing support.
I recently worked with Hannah on a complex project that involved the advanced tracking of data, capturing data layer objects, and inputs across multiple platforms, including Hubspot, a complicated headless CMS, and other reporting platforms. Hannah solved the issues professionally, efficiently, and in a brilliant manner. It was also really easy to get in touch with any questions, and at no point was I left wondering “what if”. I couldn’t recommend Hannah enough, for a multitude of reasons.
Brands worked with over the years
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Digital foundations, not one off tactics
The work focuses on three things: understanding underlying needs, designing a better structure and building a simple system your team can run.
Diagnose
Audits that connect online Search behaviour, site structure, performance and data quality. You see where people get lost, what holds your online presence back and what to prioritise.
Design
Information architecture, content systems and user journey concepts built from Search Intent and real customer questions. Clear structure so teams know what to build and where it lives.
Build foundations
Starter sites, technical setup, tracking and schema that give you a solid base. Simple systems that can be handed to in-house teams, agencies or future hires without losing clarity.
Why Search Marketing is the starting point
When people search online, they reveal how they understand a problem and what they are trying to work out. Those signals can be utilised in customer experience over baseless assumptions.
Real customer language
See the exact words people use to describe their situation and needs. Use that language to guide messaging, navigation and product naming, instead of working from guesses or limited interviews.
Demand patterns
Track how interest shifts across topics and compare competitor Brand Share of Voice. This helps you choose which ideas to move on now and which can wait, based on real behaviour not internal pressure.
Conversion insight
Understand which journeys actually lead to sign ups, sales or useful enquiries. Remove steps that create friction and support the moments that matter most.
Connected data
Link search visibility, traffic quality and business outcomes into one picture. Make decisions that stand up in budget meetings because the reasoning is backed by data.
One foundation, many teams
A good digital foundation gives everyone a clearer job to do. Product, marketing, sales and operations work from the same understanding of what customers need.
Product and development
Prioritise features and improvements that people already look for. Reduce work on ideas that have no visible demand and frame roadmaps around observable behaviour.
Marketing
Plan content and campaigns around proven intent. You stop shouting into the void and start answering the questions people already bring to you.
Sales
See common objections and decision criteria before calls. Improve handover from the site to sales so conversations start further along.
Customer support and success
Identify repeat questions and early friction. Build self service content and flows that reduce inbound volume without losing care.
Brand and positioning
Anchor your story in the way people already talk about the category. A brand that feels familiar and clear is easier to trust and easier to remember.
Operations and leadership
Use demand signals and site performance to guide hiring, budgeting and planning. Less guessing, more decisions that are easy to explain.
What this work delivers
The outcome is not just a nicer site. It is a clearer system for making decisions and shipping work.
The 'Big' picture
Understand what your data and search behaviour actually show. See which pages, topics and journeys matter for your goals and to users.
A plan people can follow
Clear roadmaps, priorities and next steps that fit your stage, resources and appetite. Enough detail to move now, not a binder for a shelf.
Foundations that scale
A site, structure, tracking setup and playbook that will hold as you grow, so each new campaign or feature builds on a stable base.
Ways to work together
From one off diagnostics to full foundation builds. Each engagement is designed to leave you with something stable that your team can own.
Common starting points
Unclear performance
You have some marketing tools & analytics but cannot trust the story. Channels, content and conversions are hard to link to ROI.
Audit and rebuild tracking so data reflects how your business works and how people move through the site.
Confusing structure
The site has grown in pieces. Navigation is cluttered, content overlaps and nobody is sure where to put new work.
Design a new information architecture and content system that reflects how users understand what you offer.
New product or brand
You are launching something new and want to build it with search, performance and future scaling in mind, not as an afterthought.
Co design the positioning, starter site, tracking and search foundations so you can learn from day one.
Team needs a clearer system
Work is being done but priorities move often and nobody is sure how it all connects.
Create a light operating model for search led growth: rituals, reports and decision rules that fit your stage.
Service shapes
Audits and diagnostics
Technical, content and analytics audits that show where the foundations help and where they hold you back.
Information architecture and content systems
Search led IA, page models and content frameworks so the site structure matches how people think.
Search led growth strategy
A practical plan that connects search demand, site improvements and campaigns into one roadmap.
Starter sites and migrations
NextJS and headless CMS builds or migration support with SEO and performance considered from the start.
AI workflows and tooling
Practical use of AI for research, content and internal processes that respects accuracy and useful output.
Team enablement
Workshops, playbooks and working sessions that help internal teams adopt new structures and make use of the data.
About HGDR Consulting
HGDR Consulting focuses on the early architecture of online businesses. The work connects search intent, information design and data systems so you can see what is happening, decide what matters and build something that lasts.
I am Hannah Reed, a digital strategist and builder with more than a decade in agencies and growth roles for brands including Shell, Barclays, American Express, Mars, Lloyds Bank, British Gas, DFS, Knoops and JAAQ. I now apply the same rigour to startups and lean teams who want strong foundations rather than constant fire fighting.
Each project is grounded in real behaviour, clear reasoning and simple documentation. The aim is not flashy decks, it is a working system your team can understand and use.
How we work together
Clarity session
We map goals, constraints and the signals you already have. We define what success looks like for this piece of work.
Design and plan
I complete the audits and design the structure or system. You receive a practical plan with clear sequences, owners and measures.
Build and handover
We implement the foundations together or with your existing partners. You keep the documentation and rhythms to run and extend the system over time.
Ready to strengthen your digital foundations
If you need clearer structure, better data or a first version of a site that is built with online growth in mind, we can map the next steps together.