# 01 — Information architecture

Authority: `AGENTS.md` §3 D5 (full multi-page), §6, §5 (audience model).
Every claim in the copy outlines below must clear `AGENTS.md` §4.

---

## Why multi-page at all

The site being replaced is one scrolling page. One page can hold one title, one
meta description, one canonical URL, and one primary topic. It therefore gets
one shot at a search result.

The practice's target searches are not "Toronto mediator" — that term is owned by
retired judges with twenty years of name recognition, and the strategy brief is
explicit that competing there is the wrong game (§II). The winnable searches are
specific: *construction lien mediation Ontario*, *SaaS contract arbitration
Canada*, *SABS mediation Toronto*, *technology dispute neutral*, *Farsi-speaking
mediator*. Each of those wants its own page, its own title, its own copy, and its
own structured data.

That is the entire argument for the structure below. It is a discoverability
decision, not an aesthetic one.

---

## Sitemap

```
/                                Home
/about/                          Biography, credentials, the professional record
/mediation/                      Mediation — the process, formats, rules
/arbitration/                    Arbitration — the process, tracks, rules
/med-arb/                        Med-Arb and hybrid processes
/practice/                       Practice areas index
/practice/construction/          Construction and infrastructure disputes
/practice/technology/            Technology, AI, and data disputes
/practice/energy/                Energy, grid, and regulatory disputes
/practice/insurance/             Insurance, SABS, and accident benefits
/practice/shareholder/           Shareholder, partnership, and family business
/practice/cross-cultural/        Cross-border and diaspora disputes
/process/                        What an engagement looks like, step by step
/fees/                           Fee schedule and engagement terms
/for-parties/                    Plain language: what mediation actually is
/insights/                       Article index
/insights/[slug]/                Individual articles
/contact/                        Intake form and booking
/legal/privacy/                  Privacy policy — PIPEDA
/legal/terms/                    Terms of use
```

Nineteen fixed URLs plus one per article.

### URL rules

- Lowercase, hyphenated, trailing slash, no file extensions.
- `/practice/<area>/` is a stable namespace — new practice areas slot in without
  touching anything else.
- `/insights/<slug>/` — no dates in the path. A dated URL makes a piece look
  stale at 18 months, and this content is mostly evergreen.
- Never change a published URL. If one must move, ship a CloudFront Function
  301 and record it in the Change Log.

### Navigation

**Primary (header).** About · Mediation · Arbitration · Practice · Fees ·
Insights · Contact

"Practice" is a dropdown to the six areas, with `/practice/` itself reachable.
Build it as a `<details>` element or a CSS-only disclosure — no JavaScript.

**Footer.** Full sitemap in three columns, plus contact block, professional
designations, LinkedIn, privacy, terms, and the SML Company Ltd. entity line.

**Deliberately not in primary nav:** `/process/`, `/for-parties/`, `/med-arb/`.
These are linked contextually from the pages that lead to them. Seven items is
the ceiling before a nav stops being scannable.

---

## Deliberate omission: Indigenous engagement

The strategy brief (§III.4) rates Indigenous engagement, IBA, and consultation-
breakdown mediation as *"strategically the most valuable single niche"* for a
Q.Med on the C.Med-Arb pathway.

There is no page for it at launch, on the following reasoning:

The brief itself says the niche *"requires deliberate relationship work with
First Nations advisors, federal and provincial engagement staff, and corporate
proponents over a multi-year horizon."* A practice page is a claim of present
capability. Publishing one before that relationship work exists would be read as
exactly what it is by the audience best positioned to notice — and that audience
is small, well-connected, and unforgiving of practitioners who arrive claiming a
seat. The cost of getting this wrong is much higher than the cost of waiting.

Revisit at month 12–18, once there is relationship history to point to.
**This reasoning is Claude's, recorded for Pouya's decision — not yet his call.**

---

## Page specifications

Each page below gives its job, its primary audience, its target search intent,
and its section outline. Copy itself is in `03-content-spec.md`.

### `/` — Home

**Job:** establish the unusual stack in under ten seconds, and route each of the
four audiences to its surface.
**Audience:** all four; leans in-house counsel.
**Search intent:** brand and name searches; "Toronto ADR practice".

1. **Hero.** Eyebrow (`Mediation · Arbitration · Toronto`), display headline,
   two-sentence positioning paragraph, two CTAs (*Request a consultation* /
   *How I work*), portrait.
2. **Credential row.** Three slots: `Q.Med` · `JD + ML` · `EN · FA`. Never
   matter counts — `AGENTS.md` §4.
3. **The approach.** The "two directions at once" argument — law and engineering
   converging on the same dispute. Infinity mark as the visual anchor.
4. **Two practices.** Mediation and Arbitration cards → `/mediation/`, `/arbitration/`.
   Med-Arb named here as the long-term arc, linking to `/med-arb/`.
5. **Practice areas.** Six-card grid → `/practice/*`. This is the most important
   block on the page for search, because it distributes authority to the pages
   that can actually rank.
6. **Process preview.** Compressed five-step strip → `/process/`.
7. **Latest insights.** Three most recent → `/insights/`.
8. **Contact band.** Intake CTA and booking link.

### `/about/` — Biography and credentials

**Job:** be the page an appointing body or opposing counsel reads before agreeing
to an appointment. This page carries the verifiable record.
**Audience:** appointing bodies, ADR institutions, opposing counsel.
**Search intent:** `"Pouya Lajevardi"`, `Pouya Lajevardi mediator`.

1. Portrait, name, designation line.
2. **Narrative biography**, 400–600 words. The three-track story — law,
   engineering, operating a company — told as one arc rather than three lists.
3. **Credentials**, structured and scannable: designations, education,
   certifications, memberships. Every line from `AGENTS.md` §4 Verified.
4. **The credentialing arc.** Q.Med held → Q.Arb in progress → C.Med-Arb as the
   endpoint. The brief (§V) treats the arc itself as part of the story; say so
   openly rather than implying a finished state.
5. **Languages and cross-cultural practice.**
6. **Speaking and publications.** Omit the section entirely until there is
   something in it. An empty "Speaking" heading is worse than no heading.
7. `Person` JSON-LD. Downloadable one-page PDF bio — brief §VIII lists this as
   an asset for circulation with appointment proposals.

### `/mediation/`

**Job:** convert counsel who have already decided on mediation and are choosing a
neutral.
**Search intent:** `commercial mediator Toronto`, `ADRIC mediation rules`,
`what happens at mediation Ontario`.

1. What the service is; the neutral's role stated plainly.
2. **Formats:** full-day, half-day, shuttle, remote, hybrid.
3. **Rules:** ADRIC Model Mediation Rules, or a bespoke protocol agreed by the
   parties.
4. **What parties should bring** — briefs, documents, authority to settle.
5. **Confidentiality and without-prejudice framing.**
6. Practice areas → `/practice/*`.
7. Fees → `/fees/`. Booking → `/contact/`.

### `/arbitration/`

**Job:** the same, for arbitration — and to state the Q.Arb position honestly.
**Search intent:** `sole arbitrator Ontario`, `expedited arbitration Canada`,
`documents-only arbitration`.

1. What the service is; sole-arbitrator, party-appointed, and tribunal-secretary
   appointments.
2. **Tracks:** documents-only, expedited, full hearing.
3. **Rules:** ADRIC, ADR Chambers, ad hoc.
4. Awards — form, reasoning, timing.
5. **Credentialing status, stated plainly.** The Q.Arb pathway is in progress;
   the page says so and describes what is available now (co-arbitration,
   tribunal secretary) versus what follows designation. Honesty here is a
   differentiator, not a weakness — and misstating it is a conduct problem.
6. Fees, booking.

### `/med-arb/`

**Job:** own a term few Canadian neutrals explain well, and frame the C.Med-Arb
endpoint.
**Search intent:** `med-arb Canada`, `what is med-arb`, `arb-med`.

1. What Med-Arb is; how it differs from Arb-Med.
2. The procedural fairness objection, addressed head-on rather than elided.
3. When it fits and when it does not.
4. The C.Med-Arb designation and why it is the practice's stated endpoint.

This page is a strong candidate for the best-performing page on the site.
Search demand exists, competition is thin, and it maps exactly to the brand's
long-term narrative.

### `/practice/` — index

Six cards, one paragraph each, linking onward. Also the natural home for the
"also offered" strip: early neutral evaluation, settlement counsel, dispute-
system design, and pre-dispute technical advisory.

### `/practice/construction/`

**Search intent:** `construction lien mediation Ontario`, `delay claim mediation`,
`subcontract dispute arbitration Toronto`.

Dispute types (lien, delay, change orders, scheduling, subcontract, deficiency);
what an active litigation practice in the same matters brings to the room; the
Ontario megaproject pipeline as context — Darlington SMR, Bruce C, data centres,
transit; typical process shape. Strongest immediate fit per brief §III.1.

### `/practice/technology/`

**Search intent:** `SaaS dispute arbitration Canada`, `AI vendor dispute`,
`data residency dispute resolution`, `software contract mediator`.

The differentiator page. Dispute types: software contracts, SLA and MSA
breakdowns, data residency and processing, AI vendor diligence, cloud
sub-processor disputes, IP and licensing.

**Write this page in the register the brief demands:** a neutral who can read an
API trace, a model card, or a System Impact Assessment on the same page as the
contract. The brief warns explicitly against softening this to "technologically
literate" — the claim is engineering practice, so the copy says engineering
practice.

### `/practice/energy/`

**Search intent:** `Bill 40 dispute`, `IESO dispute resolution`,
`OEB leave to construct dispute`, `grid connection dispute Ontario`.

Grid connection and allocation, leave-to-construct, proponent–municipality
disputes, IESO market participation, data-centre connection allocation. Brief
§III.2 frames this as a 24–36 month build. **Write it as a genuine position, not
a claim of existing volume.**

### `/practice/insurance/`

**Search intent:** `SABS mediation`, `LAT pre-hearing mediation`,
`accident benefits mediator Ontario`, `MIG dispute`.

Highest realistic near-term volume — it flows directly from the existing
personal-injury and SABS practice, and brief §IV.7 notes the segment is
underserved by senior mediators. Unglamorous and worth doing well.

### `/practice/shareholder/`

**Search intent:** `shareholder dispute mediation Ontario`,
`partnership dissolution mediator`, `family business succession dispute`.

Shareholder and partnership disputes, co-founder breakdowns, family-business
succession, SME exits. The operator angle — running SML Company Ltd. alongside
the practice — is the differentiator here.

### `/practice/cross-cultural/`

**Search intent:** `Farsi speaking mediator Toronto`,
`Iranian Canadian business dispute`, `diaspora shareholder dispute`.

Note that D4 makes the site English-only. This page describes Farsi-language
capability in English; it is not a Farsi page. Diaspora family-business
succession, dual-jurisdiction shareholder disputes, partnership disputes among
diaspora entrepreneurs, cross-cultural commercial matters.

### `/process/`

Five steps, from intake to conclusion: confidential intake (day 0) · engagement
and framing (1–7) · pre-session exchange (7–21) · the session (21–30) · binding
conclusion (30+). Also: conflicts checking, confidentiality, and what happens if
a matter does not settle.

### `/fees/`

**Blocked on `AGENTS.md` Q4 — do not invent numbers.**

Hourly rate; half-day and full-day mediation; preparation time policy;
cancellation terms; administrative fee; HST treatment; who pays and how costs
are shared between parties; payment terms. A real page with real numbers, or a
`TODO(pouya)` — nothing in between.

### `/for-parties/`

**Job:** serve the self-represented tier without diluting the counsel-facing
pages. Plain language, short sentences, no jargon.

What mediation is · what it is not · who the mediator is and is not (not your
lawyer, not a judge) · what happens on the day · what it costs · what happens if
you do not settle · how to prepare.

### `/insights/` and `/insights/[slug]/`

Astro content collection, MDX. Index reverse-chronological with topic filtering
by practice area.

Article frontmatter: `title`, `description`, `publishDate`, `updatedDate`,
`topics[]`, `practiceAreas[]`, `readingTime`, `draft`.

Content territories, from brief §VII: process explainers · regulatory commentary ·
industry-specific dispute commentary · anonymised reflections · technical
explainers for lawyers · credentialing and career-arc content.

`Article` JSON-LD with `author` pointing at the `Person` entity. Each article
links to the relevant practice-area page — this is what turns the blog into
ranking power for the pages that convert.

**The section stays out of primary navigation until at least two pieces are
live.** An empty blog signals abandonment more loudly than no blog signals
anything.

### `/contact/`

Intake form (`05-backend-spec.md`), booking embed, direct email and phone
(Q3), Toronto by-appointment line, response-time expectation, and an explicit
note that submitting the form does not create a retainer or a mediator–party
relationship and does not itself create a conflict check.

### `/legal/privacy/` and `/legal/terms/`

Required, not optional — the intake form collects personal information about
identifiable third parties in live legal disputes. What is collected, why, where
it is stored (DynamoDB, region), retention period, who can access it, how to
request deletion, and the contact for privacy inquiries. Must match what the
backend actually does.

---

## Build order

Dependency-ordered, so nothing is blocked mid-stream:

1. Scaffold, tokens, base layout, header, footer, SEO component
2. `/` — proves the design system end to end
3. `/about/` — the credential spine everything else references
4. `/mediation/`, `/arbitration/`, `/med-arb/`
5. `/practice/` and the six area pages
6. `/process/`, `/for-parties/`
7. `/insights/` plumbing, then the drafted articles
8. `/contact/` and the intake backend
9. `/fees/` — last, since it is blocked on Q4
10. `/legal/*` — written to match the backend as actually built
11. Audit and cutover (`06-deployment.md`)