Centralizing the Story
How We Built Region-Specific Show Pages for Crossroads Live
When we first started working with Crossroads Live, one of our shared goals was to rethink how theatrical productions are presented online — not just as promotions, but as part of a deeper narrative that showcases Crossroads' role in bringing world-class theater to global audiences.
Traditionally, many production posters simply link out to standalone microsites — sometimes managed by external agencies, sometimes outdated or disconnected from the larger brand. While that setup can work in isolated cases, it often creates fragmentation, lost traffic, and a disjointed user experience.
A New Structure for a Global Stage
Instead, we took a different approach: dedicated pages for each production, grouped by region. Now, if you're looking for Chicago on Broadway or Chicago as staged in China, you're not clicking out to different sites — you're exploring curated pages within the larger Crossroads Live ecosystem.
Each page tells the story of the show in that specific market — its cast, partners, creative assets, press, and more — while still reinforcing Crossroads Live’s broader brand and producing role.
A Boost in Both Visibility and Clarity
Since launching this structure, the site has seen a significant increase in organic traffic, with tens of thousands of new monthly visitors landing directly on these production pages. More importantly, those visitors are now finding accurate, up-to-date, and beautifully presented information — all in one place.
This wasn’t about inflating traffic numbers. It was about owning the story of each show and making sure the people searching for it — whether fans, press, or partners — get the clearest possible experience.
Built to Scale
Each page is powered by a flexible template within the CMS, making it easy for the Crossroads Live team to spin up new show pages as productions tour, evolve, or debut in new regions.
The result: more discoverable shows, more cohesive branding, and a better user experience across the board.
