10.03 · Audit / Information architecture

Five pages, one missing path.

The site has five top-level destinations plus a vertical sub-brand. The pages individually function. The path a buyer takes from "I'm interested" to "let's talk" is the thing the IA forgets. There is no walkthrough scope. No pricing signal. No engagement model. The only path forward is a contact form labeled "LET'S TALK" that opens with no context, no calendar, no asynchronous read.

TOP NAV · FIVE STOPS

What the nav promises, in order.

NAV LABEL WHAT IT LEADS TO · WHAT A BUYER EXPECTS · WHETHER IT DELIVERS
WHO WE ARE
/who-we-are/
Buyer expects: founding story, leadership, why this firm. Page delivers: 13-person leadership grid, WBENC certification, employee testimonials, office story. Misses: founding date, founder backstory, named client relationships.
WHAT WE DO
/what-we-do/
Buyer expects: service lines, methodology, pricing band, what an engagement looks like. Page delivers: 8 service buckets, MediaINSIGHTS mention, partner list. Misses: methodology rigor, engagement model, pricing signal.
THE WORK
/the-work/
Buyer expects: filterable case studies, vertical browse, results-first cards. Page delivers: 8 cases as an unfiltered grid, 8 testimonials above the fold. Misses: filtering, vertical tags, headline-metric on each card.
NEWS
/latest-news/
Buyer expects: cadence, named author POV, scannable hierarchy. Page delivers: 12 articles since Dec 2025, mostly tagged "Uncategorized," no bylines. Misses: bylines, categories that work, search.
DIRAY HEALTH
/diray-health/
Buyer expects: vertical authority signal, regulatory cues, named pharma clients. Page delivers: all three. Strongest specialist page on the site. Misses: cross-link from parent homepage.

THE MISSING PAGE · ENGAGEMENT MODEL

A CMO who's sold has nowhere to go next.

Suppose the homepage and the case studies do their job and a CMO is ready to engage. The site asks them to fill out a generic contact form. There is no page that says: here's what an engagement looks like, here's the first 30 days, here's the price band, here's a calendar link for a 45-minute walkthrough with two operators. Every successful B2B site has this page. Diray Media doesn't.

Today · the dead-end pattern

Hero CTA "LET'S TALK!" → generic contact form → reply by email at some point. No pre-call context. No scope sheet. No calendar.

Industry standard · the walkthrough pattern

Hero CTA "Book a 45-min walkthrough" → dedicated /contact/ page with scope form, calendar link, and one paragraph on what happens in the first 7 days. Buyer self-qualifies and books with no human friction.

FOOTER · FOUR LINKS

The footer leaks Careers and drops everything else.

Footer menu: Who We Are / What We Do / The Work / Careers. Half the top-nav (News, Diray Health) is missing from the footer. Careers appears in footer but not in top nav. Most enterprise visitors who reach the footer are looking for compliance, legal, security, or sitemap signals — none are present.

  • Missing from footer. News, Diray Health, Privacy Policy, Terms, Brand Safety, Press, Contact (separate from "Let's Talk"), Office address (it's on /who-we-are/ but not on every page).
  • Inconsistent across pages. Footer menu varies. Some pages show Careers, some don't. No single source of truth.
  • No utility nav. No phone number in the footer. No email. No physical address. All three are on /who-we-are/ but not surfaced where a closing buyer needs them.

PAGE-BY-PAGE FLOW · WHERE THE BUYER GETS STUCK

The two journeys the IA fails.

JOURNEY WHERE IT GOES WELL · WHERE IT BREAKS
CMO
CMO scoping a TV agency for a Q3 launch
Lands home. Sees "buying media that sells." Clicks The Work. Reads 8 testimonials, scrolls through 8 cases. Tries to filter by category — can't. Clicks Flex Seal case. Sees big numbers, no methodology, no client quote. Lands at "READY TO ELEVATE YOUR BRAND?" Contact form. Bounces — not enough information to email cold.
PHARMA
Pharma marketing director researching CTV-for-pharma
Lands home. Doesn't see healthcare anywhere. Almost bounces. Clicks Diray Health in top nav out of curiosity. Lands on the strongest page on the site. Reads compliance language, sees named pharma clients, gets ready to engage. Clicks "Connect with Us" — goes to the same generic contact form as the CMO above.
CFO
CFO doing diligence on the agency a CMO recommended
Wants: methodology rigor, named clients with multi-year tenure, a defensible measurement story, pricing band. Gets: a roster of 20 client logos, big case-study deltas, vague methodology language. Diligence stalls. CFO sends questions back; sales cycle adds two weeks.

CONTENT DENSITY · THE NEWS HUB IS UNDER-INDEXED

12 articles, no bylines, no categories that work.

/latest-news/ has 12 articles published since Dec 2025 — a real cadence. The articles themselves are strong (The Media Reset, Performance Isn't a Channel, The Attention Economy Is Evolving). The hub fails them in three ways: no bylines (so there's no author to follow), no categories that work (everything is tagged "Uncategorized"), no search. A reader who lands on one article has no path to the next related read.

FINDINGS · FIVE IA FIXES

What to do next.

  1. Build a /contact/ page that's a real walkthrough scoping page. Form + calendar + one paragraph on what happens in the first 7 days. The marketing system's /contact/ pattern is the template.
  2. Add filters to /the-work/. By vertical (CPG, OTC, Toys, Pharma, DTC), by channel (Linear, CTV, YouTube, Retail Media), by year. Tag every existing case so the filters work on day one.
  3. Add a Diray Health teaser to the homepage. One section, after services, before testimonials. Three sentences + a link. Loses no main-line ground.
  4. Reorganize the footer. Three columns: Capabilities (nav) / Company (about + news + health + press) / Connect (contact + phone + email + address + LinkedIn). Repeat on every page from one component.
  5. Wire bylines, categories, and a search box on /latest-news/. Author photo + name on every article. Real categories (Insight / Company / Industry POV) not "Uncategorized." Search by keyword. Related-posts under each article body.