Nothing signaled that one piece carried more weight as proof.
Consigli’s case study is Togal’s strongest enterprise proof point. Watching it get the same visual treatment as a listicle was a signal worth chasing down.
A content audit of Togal’s blog revealed a consistent pattern: every post received identical treatment. A case study about Consigli Construction, a fourth-generation GC managing $4B in annual construction volume, appeared in the same card format as a listicle about avoiding scope gaps. Same layout, same font size, same “Read article” link.
Treating every post identically tells a reader that nothing here matters more than anything else. It buries the one piece of proof a skeptical buyer actually needs to see.
Before: every post at identical visual weight. Consigli buried in the same card format as a listicle about avoiding scope gaps.
The flagship story gets a full-width hero panel with the numbers that matter pulled out of body copy.
A full redesign of the blog index and article template, built as a working HTML prototype. Filter tabs let readers sort by content type. The rebuilt article format has a stat row above the fold, pull quotes as editorial moments with attribution, and a sticky sidebar with a demo CTA and related articles.
The redesign concept: highest-value content flagged with distinct visual treatment, ROI number leading the page.
The rebuilt index: full-width featured hero, filter tabs by content type, clear hierarchy across the rest of the feed.
Rebuilt article format: stat row above the fold, pull quotes with attribution, sticky sidebar with demo CTA and related pieces.
Giving it the same visual treatment as a listicle wastes that proof on the people most skeptical of marketing claims.
Hierarchy is a positioning decision. When every piece of content carries identical visual weight, the implicit message is that everything is equally important, which means nothing is.
The redesign was built to be measurable: demo requests from blog-sourced visitors, time on page by content type, return visits from enterprise accounts, and organic entrances by article format. Each metric maps to a specific hierarchy decision in the prototype.
The measurement framework: four metrics mapped to each hierarchy decision in the prototype.