# Worked Example — WebDevCalgary.com

> This is an illustrative application of the grammar. It deliberately does not invent current search volumes, rankings, or revenue. Those fields must be populated from live first-party and market evidence.

## 1. Business sentence

```text
Increase qualified Calgary website-project assessments
FOR small and midsize businesses
UNDER active website launch, redesign, accessibility, or growth needs
SEEKING to choose and hire a web-development solution
WITH local commercial-investigation and transactional intent
ABOUT web design and development in Calgary
SERVED BY a canonical local-service and decision-support system
SUPPORTED BY firsthand audits, case evidence, transparent process, and useful tools
CONNECTED BY a task-based internal graph
LEADING TO a qualification assessment
MEASURED BY incremental organic contribution margin
GUARDED BY lead quality, delivery capacity, accessibility, accuracy, and trust.
```

---

## 2. Business value model

```text
Business: WebDevCalgary.com
Offer: web strategy, design, development, accessibility, SEO, and related consulting
Primary audience: Calgary-area organizations seeking a new or improved website
Primary value event: qualified project assessment
Qualification rule: project fits services, geography, scope, and realistic budget/timeline
Primary business metric: incremental organic contribution margin
Capacity constraint: must be filled from actual sales and delivery capacity
Guardrails: lead quality, response time, close rate, customer fit, accessibility, truthful claims
```

---

## 3. Audience–task map

| Audience | Condition | Task | Intent | Journey state | Next action |
|---|---|---|---|---|---|
| Local business owner | Needs a provider | Locate and evaluate Calgary web designers | Local commercial | Option evaluation | View service/process or assessment |
| Marketing manager | Planning a redesign | Build requirements and compare approaches | Informational/comparative | Problem/solution aware | Download brief or assessment |
| Founder | Budgeting | Estimate website cost | Commercial investigation | Evaluation | Use estimator or scope assessment |
| Organization with accessibility risk | Existing site may be inaccessible | Diagnose and plan remediation | Diagnostic/commercial | Problem aware | Accessibility audit |
| Ecommerce company | Platform or conversion problem | Compare platform/build options | Comparative | Option evaluation | Ecommerce consultation |
| Existing client/user | Needs support or improvement | Troubleshoot, maintain, expand | Support/retention | Use/retention | Support or improvement plan |

---

## 4. Semantic territory

### Parent concepts

```text
web development
web design
digital experience
website strategy
accessibility
search optimization
conversion design
```

### Subtypes

```text
small-business websites
ecommerce websites
professional-service websites
accessible websites
website redesign
WordPress development
custom development
landing pages
website maintenance
```

### Entities

```text
Calgary
Alberta
WordPress
Webflow
Shopify
WCAG
Google Search Console
Google Analytics
```

### Attributes

```text
price
scope
timeline
platform
accessibility
performance
maintainability
ownership
support
conversion
local experience
```

### Relations

```text
WEB_DESIGN LOCATED_IN CALGARY
WEBSITE_REQUIREMENTS PRECEDES WEBSITE_REDESIGN
WCAG_AUDIT DIAGNOSES ACCESSIBILITY_RISK
PLATFORM_SELECTION AFFECTS MAINTAINABILITY
CASE_STUDY EVIDENCES DELIVERY_ABILITY
COST_ESTIMATOR SUPPORTS PROJECT_ASSESSMENT
```

### Exclusions

```text
web design jobs
web developer salary
free coding course
unrelated Calgary events
unsupported service geographies
DIY-only intent where no useful business pathway exists
```

---

## 5. Candidate space

Illustrative dimensions:

```text
6 audiences
× 12 tasks
× 8 intents
× 10 service/subtype nodes
× 12 modifier families
× 8 formats
× 4 local scopes
× 6 next actions
=
1,658,880 theoretical candidates
```

The engine does not publish 1.6 million pages. It normalizes language, groups same tasks, rejects weak combinations, and selects a small portfolio.

---

## 6. Hard-gate example

Candidate:

```text
"Calgary restaurant website design under $2,000"
```

Evaluate:

```text
Demand evidence?             UNKNOWN
Distinct task?               MAYBE
Business fit?                DEPENDS on offer and budget
Information advantage?       NOT YET
Real local evidence?         NOT YET
Maintainable?                YES at low volume
Measurable?                  YES
Policy/accuracy?             PASS if truthful
```

Decision:

```text
IF live evidence shows a meaningful restaurant-specific task
AND the offer actually serves that budget/segment
AND unique restaurant evidence exists
THEN create a distinct restaurant solution or guide.
ELSE include restaurant examples in a broader small-business asset
OR reject the candidate.
```

---

## 7. Initial canonical portfolio

| Cluster | Dominant task | Intended canonical role | Likely format | Next action |
|---|---|---|---|---|
| Calgary web design service | Find, evaluate, hire | Core local service page | Service + process + proof | Qualification assessment |
| Website cost in Calgary | Estimate realistic budget | Decision-support asset | Calculator + cost model | Scoped estimate |
| Website redesign Calgary | Plan and select redesign help | Service/guide hybrid | Diagnostic + redesign process | Redesign assessment |
| Accessible web design Calgary | Diagnose risk and choose help | Specialized service page | Audit evidence + remediation plan | Accessibility audit |
| Ecommerce development Calgary | Select ecommerce solution | Specialized service page | Platform and delivery comparison | Ecommerce consultation |
| WordPress vs Webflow vs custom | Compare implementation paths | Comparison asset | Decision matrix | Platform assessment |
| How to write a website brief | Plan requirements | Supporting guide/template | Downloadable brief | Brief review |
| Calgary web design case studies | Verify provider ability | Evidence hub | Case-study collection | Relevant service |
| Website maintenance Calgary | Keep site reliable | Retention/service page | Service + checklist | Maintenance assessment |
| Calgary web-design company comparison | Compare provider types | Neutral decision guide | Criteria matrix | Assessment after criteria |

This is a provisional architecture. Live result sets, customer language, query evidence, existing URLs, and business data determine final boundaries.

---

## 8. Same-page / split examples

### Example A

```text
web design Calgary
Calgary web designer
website design company Calgary
```

Likely decision:

```text
same sense
AND same dominant task
AND same local service result class
AND same next action
→ one canonical service cluster
```

### Example B

```text
web design Calgary
website cost Calgary
```

Likely decision:

```text
related concept
BUT different task
AND different answer structure
AND different journey stage
→ separate clusters connected by internal links
```

### Example C

```text
Calgary WordPress developer
Calgary Webflow developer
```

Decision depends on the offer and result ecosystem:

```text
IF platform choice is part of one broader selection task
THEN one comparison/service architecture may suffice.
ELSE IF each platform has distinct demand, proof, process, and offer
THEN split into platform-specific clusters.
```

---

## 9. Page specification — Website cost in Calgary

```text
Cluster ID: YYC-COST-001
Dominant task: estimate the likely cost and scope of a Calgary business website
Intent: commercial investigation
Journey state: evaluation
Representative query: website cost Calgary
Canonical role: cost decision-support asset
Recommended format: calculator + pricing bands + scope matrix + examples
Information advantage: transparent local assumptions, real project patterns, accessible estimator
Evidence: disclosed methodology, case ranges where permission exists, explicit exclusions
Next action: save result or request a scoped assessment
Primary metric: qualified assessment contribution value
Guardrails: estimator accuracy, unqualified inquiry rate, delivery capacity
```

### Required sections

```text
Direct answer and range disclaimer
What changes the cost
Project-type matrix
Calgary/Alberta-specific assumptions where real
Calculator
Examples or anonymized scope patterns
What is not included
DIY, template, freelancer, agency, and custom trade-offs
Timeline implications
Questions to ask a provider
Next-step assessment
Methodology and update date
```

---

## 10. LAKA 50-cell example for the cost asset

| Variable | Baseline | Minor | Major | Structural | Paradigm |
|---|---|---|---|---|---|
| Object | Existing cost content and query behavior | Title/snippet/direct answer | Full cost guide and evidence | Connect estimator, CRM, service pages, case data | Live project-scope intelligence product |
| Conditions | Local users, device, query mix, current offers | High impressions or weak CTR | Weak task completion or inferior format | Repeated cost questions across journeys | Market lacks transparent usable estimates |
| Actions | Measure and classify | Rewrite proposition/CTA | Build matrix, examples, calculator | Integrate data and graph | Build adaptive scope engine |
| Tools | Search Console, analytics, CRM | CMS, change ledger | Calculator, content, design | CRM/API, event pipeline | Rules engine, dataset, agent interface |
| Resources | Existing data | Copy/design time | Project evidence and development | Engineering and sales operations | Proprietary data and product maintenance |
| Outcomes | Trusted baseline | Better qualified clicks/action | Better task completion and leads | Closed-loop forecast calibration | New demand, citations, product adoption |
| Feedback | Query, CTR, conversion | CTR residual and quality | completion, qualification, close rate | estimate-vs-actual error | market usage, links, brand, margin |
| Constraints | Data gaps | Snippet rewrite uncertainty | Range accuracy and disclosure | Privacy and data quality | Build cost and defensibility |
| Value | Opportunity quantified | Low-cost response lift | Better decisions and pipeline | Better pricing/qualification | Category-defining utility |
| Failure mode | Wrong baseline | Clickbait or low-quality traffic | Misleading estimates | Bad CRM data propagates | Complex tool with no adoption |

---

## 11. IF / ELSE program for the cost asset

```text
IF the existing page has meaningful impressions
AND selected canonical is correct
AND qualified conversion is possible
THEN optimize the existing asset before creating a replacement.

ELSE IF multiple cost pages compete for the same task
THEN select one owner, merge useful information, and migrate carefully.

ELSE IF no useful cost asset exists
AND demand/business gates pass
THEN create the canonical estimator/guide.

IF users complete the estimator
BUT do not take the next action
THEN test value continuity, trust, qualification, and CTA commitment.

IF the calculator produces many unqualified inquiries
THEN tighten audience conditions, assumptions, outputs, or routing.

IF the tool earns citations and branded demand
THEN compound it with annual benchmarks, platform views, and case evidence.

ELSE maintain it as a decision-support asset without uncontrolled expansion.
```

---

## 12. Internal graph

```text
/calgary-web-design/  [core local service]
    ↑ supported by
/website-cost-calgary/
/website-redesign-calgary/
/website-brief-template/
/web-design-company-comparison/
/case-studies/

website cost
    → platform comparison
    → website brief
    → relevant case study
    → scoped assessment

accessibility service
    ← WCAG diagnostic guide
    ← accessibility case study
    → accessibility audit
```

Every edge needs a user reason. Do not add links solely to make the diagram denser.

---

## 13. Measurement plan

### Executive

```text
incremental organic contribution margin
qualified organic assessments
value-weighted non-brand clicks
value-weighted priority-cluster visibility
eligible canonical coverage
```

### Cluster diagnostics

```text
impressions
CTR residual
dominant URL share
task completion
next-action rate
qualified rate
close rate
contribution value
```

### Cost-estimator task events

```text
estimator_start
estimator_complete
result_band
assumption_expand
methodology_view
brief_download
assessment_start
qualified_assessment
sales_accept
closed_value
```

Do not collect sensitive inputs unnecessarily.

---

## 14. First execution order

```text
1. Verify measurement and qualified-value chain.
2. Audit existing URL/index/canonical state.
3. Build current query-to-URL clusters.
4. Fix high-value cannibalization and technical blockers.
5. Improve existing pages with signal.
6. Build the cost estimator and core service proof where gaps exist.
7. Build internal graph and supporting task assets.
8. Launch evidence/authority campaigns.
9. Test selected platform, industry, or neighborhood expansions only after hard gates pass.
10. Pursue paradigm tools from observed user needs, not from page-volume goals.
```