High traffic. Low performance. No system behind it.
Ria's send-money corridor pages drive a significant share of the platform's organic traffic and conversions across 100+ markets. With over 1,000 of them built across locales, they're among the most strategically important pages on the platform.
But when I audited them, a clear pattern emerged: high traffic, underperforming conversions, and no system behind them. They were built on an inconsistent, outdated template that had grown organically without a clear strategy. Structure varied across markets. Internal linking was minimal. The content didn't fully reflect what users were actually searching for or what they needed to make a decision. And critically, every improvement was a one-off. There was no framework that could scale across hundreds of pages at once.
The pages were already ranking. The opportunity was to make them actually convert, and build a system that could scale that improvement across every corridor we operate in.
Understanding before redesigning.
Before touching a single page, I led my team through a structured audit across three dimensions: existing content and structure, competitive landscape, and user intent data.
Content & structure audit
Wireframed the existing page structure across multiple corridors, mapping what information we offered, in what order, and how it varied across markets. Identified inconsistencies, gaps, and sections that weren't earning their place on the page.
Competitor analysis
Analyzed top-ranking competitor corridor pages across key markets. Identified structural and content patterns that were working, design approaches worth drawing from, and gaps in the competitive landscape we could own.
Keyword & performance research
Used Semrush and internal analytics alongside transaction data to understand what users were actually searching for at each stage of the decision journey. Mapped keyword intent to page sections to ensure the content matched how users were thinking about the problem.
Internal data analysis
Analyzed page performance, conversion paths, and transaction data to identify which corridors were underperforming relative to their traffic, and where the biggest conversion opportunities were.
From inconsistent pages to a scalable content system.
The audit made the path forward clear. The goal wasn't to rewrite individual pages. It was to design a content architecture that could be applied systematically across every corridor, in every market, at scale.
- Inconsistent structure across markets and corridors
- Generic content not aligned with user search intent
- Limited internal linking to related pages and content
- No clear hierarchy or scannable content structure
- Static content requiring manual updates per page
- No programmatic way to scale improvements
- Corridor pages isolated from pillar content and navigation
- Standardized templates aligned with user intent and decision journey
- Clear hierarchy with scannable, conversion-focused content
- Intentional internal linking to send/receive methods, related corridors, pillar pages
- Regional hub pages introduced in navigation as new linking layer
- Programmatic sections pulling from CMS content database
- AI workflows for scalable content generation and updates
- Framework applicable across all 1,000+ corridor pages globally
A decision that amplified the whole system was introducing regional hub pages into the navigation: a new layer of pillar content organized by region (Latin America, Africa, Asia, and more) that connects corridor pages upward to broad topic clusters and downward to send and receive method pages. These hub pages didn't just improve navigation. They created the internal linking infrastructure that gives corridor pages their SEO authority. Every corridor page now exists within a coherent content architecture rather than as a standalone document.
What the transformation looks like in practice.
The old page template had a generic headline, no corridor-specific content, and minimal internal links. The new page opens with a corridor-specific headline, displays partner logos pulled from the country folder, shows receive methods available in that specific market, and closes with an AI-ready FAQ section. Same page type. Entirely different content strategy.
Built to scale, not just to ship.
The redesign was built in parallel with Ria's broader CMS migration, and the new platform architecture made the programmatic components possible. Rather than rebuilding each corridor page individually, I worked with product and engineering to create content components that pull dynamically from a structured database in the CMS.
The programmatic approach runs deeper than just a few sections. Partner logos in the hero are pulled automatically from a country-specific folder in the CMS by simply referencing the country path, with no manual asset placement per page. The "how to send" steps use content keys to drop in corridor-specific details like the destination country name, keeping the structure global while the content stays specific. Receive methods, transaction limits, and top partners are all managed centrally and reflected across every page that references them.
When the business updates its product offering in a market, the content updates with it. No manual page-by-page editing required.
The shift from one-off page improvements to a repeatable content framework is what turns a project into a platform capability.
On top of the programmatic infrastructure, we're building two AI workflows to extend the system further: one developed in collaboration with our SEO team that programmatically generates accurate, product-specific FAQs for each corridor based on Ria's complex and market-specific offerings, and one I'm building independently to generate long-tail cluster content around pillar topics, expanding organic reach without proportional content team effort.
Both workflows produce content the team reviews and refines rather than writes from scratch, combining AI scale with human editorial judgment.
Measurable impact. A framework that compounds.
The redesigned corridor pages have driven 43% organic traffic growth across send money pages in the Americas region, improved rankings across key corridors, and doubled conversion rates on redesigned pages.
The more durable result is the framework itself. What used to require individual page improvements is now a repeatable system that can be applied across all 1,000+ corridor pages globally. As the CMS migration progresses and more locales launch on the new architecture, the programmatic components will extend that improvement automatically, compounding the gains without proportional increases in effort.
The AI workflows currently in progress will add another layer when they launch: corridor-specific FAQs and long-tail cluster content that deepen the pages' relevance and extend organic reach as they roll out across markets. The system was built to keep compounding. That's the point.