1conversion
Lead with the plan.
The homepage begins with choosing what to do, rather than a catalogue of businesses.
Make it easy.
Website breakdown · Entertainment
Anatomy of
Entertainment Ottawa
entertainmentottawa.ca ↗ (opens in a new tab)Help people choose an Ottawa outing with local context, practical details and a clear shortlist.
2content
Make the research useful.
Reddit-based shortlists distil local discussion into options and reasons to choose.
3content
Go deeper than a listing.
Food and culture stories explain the context behind the places.
Help before the ask.
4trust
Show the actual place.
A featured profile gives visitors a route into photos, hours and practical details.
5conversion
Let people narrow the choice.
Search connects the broad inspiration sections with a specific location or need.
6conversion
Give business owners their own path.
The business offer is separated from the visitor’s search for an outing.
One clear next step.
Beyond the homepage
The useful details.
A closer look at the pages and tools, with the thinking beside each screenshot.
Feature detail
Browse the directory
Location, relevant details and clear choices help visitors find a suitable option.
Find the right fit.
Feature detail
Inside a listing
A representative listing brings the information needed for the next decision together.
Details that matter.
Feature detail
Local discussion, made useful
A topic-specific shortlist turns Reddit discussion into options and reasons to choose.
Local voices, useful context.
Feature detail
Location is part of the answer
The map gives the directory a geographic view alongside the place information.
Put it in context.
Feature detail
A separate path for business owners
The advertiser page explains the offer and leads into an appropriate next step.
A separate path.
Scorecard
Looking back.
Went well
- Local discussion adds reasons behind each recommendation.
- Listings combine inspiration with practical place details.
Would change
- Shorten the route from a shortlist to a specific place.
- Keep the many homepage sections easier to scan.
Problems solved
- Turns scattered local research into useful shortlists.
- Separates visitor discovery from the business offer.