/work/gobiz/case study
The brief said fix two pages. I rebuilt the category.
ANZ's GoBiz commercial lending products weren't being found. The fix everyone asked for would have polished a structure that was broken. I argued for a different one, then delivered it myself.
The brief
Improve two existing GoBiz pages. The products were buried in a structure built around internal org charts, not around how business owners actually search for finance.
What shipped
Two brand-new product pages, built from scratch around real search demand and a conversion-first structure, plus a business case that won support from the Head of Commercial Digital to do it properly.
The situation
ANZ GoBiz is the bank's digital lending platform for small and medium businesses. The products were commercially significant and practically invisible: business owners searching for unsecured loans or overdrafts found competitors, aggregators, or nothing. The internal request was modest, which is often how structural problems present. Fix the copy, tidy the pages.
The decision
The traffic data said the pages weren't the problem. The category structure was. Improving them in place would have produced better-written pages that still couldn't be found. So I rejected the brief in the most useful way available: I wrote a better one. I mapped the actual search demand, designed a page architecture to match it, and took a business case to the Head of Commercial Digital for two new product pages built from the ground up. That's the part of this story I care about most. Strategy that can't survive a stakeholder conversation isn't strategy.
What shipped
I ran the work end to end: information architecture, page structure, the writing itself, SEO, stakeholder approvals through risk and compliance, and delivery into the CMS. The page structure I designed became the template for ANZ product pages beyond GoBiz, which is the quiet second outcome here: the thinking scaled past the project.
Proof
Google positions reached for the target commercial lending terms, still holding two years after launch
Estimated revenue contribution from the two pages
Search economics: $1.5m to $2m in organic value plus a $500k+ reduction in paid spend
What it says about how I work
Three things. I trust evidence over instructions, and I'll make the case rather than quietly comply. I deliver what I design, from the argument through to the shipped page. And I build structures that outlast the engagement: the strongest evidence for this work isn't the launch metrics, it's that the rankings and the template both survived my departure.
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