Make Environmental Productsa routing hub.
The decision, four priorities and how we'll know it worked. Delivery detail is in the appendix.
One decision, in one paragraph
Make Environmental Products a routing hub: capture demand through search and AI visibility, then move users from entry to Carbon Credits, Project Types, specialist support and Contact.
Four priorities, acquisition first
Strengthen acquisition
Build sustained demand through organic and AI visibility, not paid spikes.
Clarify positioning
Make Shell's offer and credibility immediately clear across hub and spokes.
Win search and AI
Close the visibility gap on the queries and prompts buyers actually use.
Build a clearer journey
Move users from entry to Carbon Credits, Project Types, specialist support and Contact.
How we'll know it worked
- More qualified monthly users
- Higher organic and AI/LLM contribution
- Lower reliance on paid spikes
- More users progress from entry to Contact
Supporting detail for delivery teams
The SEO, UX and cross-cutting work that delivers the priorities above. Use the tabs to open the area you need.
Priority action summary
The most important actions, sorted by priority and supported by data evidence.
| Priority | Recommendation | Area | Expected outcome | KPIs to monitor |
|---|---|---|---|---|
| High | Connect Carbon Credits clearly to the wider Environmental Products journey, with cross-links, anchor copy and a 'Where this fits' module that routes users into Project Types, Compliance Markets and Partnering. | IAInternal linkingContent | Higher progression from Carbon Credits into consideration and conversion pages, while preserving the page's primary search role. | Onward clicks from Carbon CreditsSessions reaching Project TypesContact form submissions |
| High | Lift LLM and AI-answer visibility through source-ready owned content, sustained evidence of carbon-market integrity and credible third-party corroboration across the EP hub and spokes. | ContentAuthoritySEO/GEO | More LLM-referred users, stronger AI citations and a defensible authority position on carbon, compliance and project-type queries. | LLM-referred sessionsAI answer citations / share of voiceBranded + non-branded organic visibility |
| High | Redesign the EP content flow around a clear progression model: homepage -> Carbon Credits -> Project Types -> Compliance / Partnering -> Contact. | UXInformation architectureContentInternal linkingCRO | More users move beyond entry pages into deeper EP content. | Page,to,page progression rateInternal link clicksNo recorded next,step rateExit rate |
| High | Make Project Types the primary next step from Carbon Credits. | ContentUXInternal linking | Users move from education into evaluation. | Carbon Credits to Project Types clicksProject Types sessionsProject Types scroll depth |
| High | Promote Partnering with Shell as the lower,funnel destination from consideration pages. | CROInternal linkingContent | More qualified visitors reach lower,funnel content. | Partnering sessionsContact CTA clicksAssisted conversions |
| High | Improve journey tracking to distinguish true progression from loops and exits. | Analytics | More reliable understanding of content flow and friction. | Event,level progressionAnchor clicksRefreshesCTA clicksForm starts |
| Medium | Add what,to,do,next modules to Compliance Markets. | UXContentCRO | Specialist users have clearer onward paths. | Compliance exitsCompliance to Partnering clicksCompliance to Contact clicks |
| Medium | Connect the Report page into the commercial journey. | ContentUXInternal linking | Thought,leadership traffic progresses into product and conversion content. | Report page onward clicksSelf,exit shareAssisted conversions |