Making archival expertise visible through a new website
The starting point: three pages for a diverse range of archive services
Annette Schindler combines archival practice, art history and cultural management. She advises on family and private archives, organises and catalogues collections, protects historical documents and makes old handwriting readable again. Her services draw on real projects and specialist knowledge that needs careful explanation.
The previous three-page website offered limited room for that knowledge. People looking for help with a family archive, suitable storage or a transcription of Kurrent handwriting need a relevant starting point and a clear answer about the support Annette can provide.
The goal was a website that guides people through her services more effectively while improving the foundations for visibility in Google and AI-powered search. More content needed to create clearer routes, without overloading the navigation.
From SEO analysis and web design to a Squarespace website
Starting with an SEO, GEO and accessibility audit
We began with a comprehensive analysis of the existing website: search engine optimisation (SEO), discoverability in AI-powered search (GEO) and digital accessibility. We assessed weaknesses, opportunities and possible strategies. This provided a clear basis for deciding how to build the new digital presence.
Web design, site structure and keyword mapping
We used that analysis to develop the website and design concept. The site structure and keyword mapping reflect Annette's services and the questions people ask when seeking help with an archive. HTML prototypes made the structure, navigation and design tangible before implementation. Service pages, practical guides, Q&A and project examples form a connected offer.
On-page SEO: headings, Q&A and internal links
Knowledge section: practical guides and specific search questions. German interface, captured on 6 October 2026.
Each page received a defined topic focus. H1–H3 headings, clear answers, internal links and individual page titles and meta descriptions were aligned. The GEO measures organise specialist content so that AI-powered search systems can more readily interpret the connections and answers.
Image SEO with WebP, filenames and alt text
The images were prepared systematically too: suitable dimensions, the modern WebP format, descriptive filenames and useful alt text. An image map assigns each image to the right page. This helps the images support the content, efficient loading and accessibility of the new website.
Implementing the website in Squarespace
Service overview: clear entry points for different archive needs. German interface, captured on 6 October 2026.
We implemented the new website in Squarespace, with clear navigation, consistent page types and a design that puts Annette and her work at the centre. The concept became a usable website that explains services, presents projects and makes the path to contacting her clear.
Launch support, Google/Bing and off-page SEO
The launch work included go-live support, redirects for existing URLs and assistance with Google Search Console and Bing Webmaster Tools. A Google Business Profile was also set up and linked to the website. Off-page SEO advice showed how relevant external references and a consistent presence beyond the website can support the new digital presence.
What the website relaunch changes for Annette Schindler
33 pages instead of three for archive services
Services, specialist knowledge and projects now have their own focused entry points. Visitors can move from a specific need to the right support, rather than piecing together all the information across a few pages.
Structured specialist content for Google and AI search
Optimised on-page SEO, clearly organised specialist content, Q&A and internal links improve the content and technical foundations for crawling and indexing. The implemented GEO measures make the services and their connections easier to interpret.
Supporting local search with a Google Business Profile
The website and the newly created Google Business Profile are linked. This provides a consistent foundation for presenting Annette Schindler's archive services in local search.
From first contact to launch in under seven weeks
Analysis, concept, content, image optimisation and implementation worked closely together. A completely new website was launched in under seven weeks, with a clear line from the first strategic question to go-live.
A client's view of the collaboration
Michael quickly understood my work and organised the many pieces of content clearly. I really appreciated the clear advice and the straightforward collaboration.
My new website feels like me - and now shows much more clearly what I can offer.
— Annette Schindler
Translated from the German original.