Divisions become top-level nav. Internal product names become page titles. The result reads clearly to everyone who already works there, and to nobody else. A customer looking for what you make types what they call it, not what you call it, and lands somewhere else.
What you actually sell, in the customer's words. The terms buyers search, not the internal catalog names.
Who is looking, and what they need to decide. A specifier, a distributor, and an end customer want different things from the same page.
A site map anyone can follow. Structured so the right page is one obvious step away, and so search engines and AI models can read what each page is for.
Every page gets a job and the copy to do it before anyone builds a template. That is what keeps a launch from stalling on missing content, and what keeps the site from filling up with pages nobody can explain a year later.
An hour, no charge. Tell us what you sell and who you sell it to.