Adroitia Events
Adroitia Events
A Dubai event agency wanted a website that could actually carry SEO and paid campaigns later — not just look good. We rebuilt the site around a business-led information architecture, schema-rich page templates, and a design framing that talks to procurement teams instead of mood-boarding to creative directors.
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Results
Lighthouse SEO score (primary pages)
Indexable URLs
Marketing readiness
The Challenge
Adroitia runs 100+ corporate events a year across Dubai and Abu Dhabi — gala dinners, product launches, government ceremonies. The old site was a portfolio gallery: beautiful imagery, flat HTML, no information architecture, no meta hierarchy, no schema. Any SEO or paid-search investment that started from there would have burned budget against a foundation that wasn't ready.
The agency had clear marketing ambitions: rank for 'corporate event company Dubai', 'gala dinner organisers UAE', 'government event management Abu Dhabi'; later run Google Ads landing pages tied to specific verticals — banking, real estate, government, retail launches. The existing pages couldn't host any of this. Templates were one-of-a-kind, copy was decorative, and there was no clear conversion path on any URL.
Visually, the old site worked against the business. It felt like a creative-studio portfolio when the actual buyers — procurement teams at banks, real-estate developers, and government entities — wanted operational competence. The framing didn't match the audience's purchasing context, so the site looked impressive but didn't move briefs forward.
Our Solution
Rebuilt on Next.js with a content model designed around future marketing needs: vertical-specific landing pages (Government Ceremonies, Banking & Finance, Real Estate Launches, Retail Activations), a service-led IA, and a case-study library structured for both buyers and search engines. Each page template is reusable, each section has a defined role, and copy is briefed against intent — not aesthetics.
SEO foundation baked in from day one: server-rendered pages with proper title/H1/meta hierarchy, JSON-LD schema for the agency (Organization), each event (Event), and case studies (CreativeWork). Sitemap + IndexNow ping on publish, Open Graph + Twitter cards everywhere, internal linking that reinforces topical relevance. Core Web Vitals tuned: LCP under 2s on 4G, CLS effectively zero.
Design pivot from 'creative portfolio' to 'credible operator'. Deliberate use of evidence — guest counts, vendor counts, venue scale, delivery timelines — instead of atmosphere. Each landing page funnels to a clear next step (book a call, request the RFP pack), with the path mapped to how a procurement team actually shortlists rather than a generic 'Contact us'.
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Inspired by our work on Adroitia Events for Adroitia Events.