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How a pillar page helps generate leads
- Search engines and AI tools prioritize structured, authoritative content.
- AI/search engine can better build a topic map or graph of the site if there are clear pillars and clusters
- A well-linked cluster helps distribute SEO value as the pillar helps pull in authority.
- Cluster pages help capture more narrowly targeted search terms by making crawling easier, since the site structure is cleaner and reduces orphan content.
- Better content layout, more coherent navigation, less bounce, more dwell time are signals that AI search models use.
- Cluster content can be more regularly updated, as unlike a blog which gets pushed down and then across pages by its publication date, the pillar remains relatively stable.
- Still add fresh, specific updates to feed into the pillar’s overall authority, as AI systems prefer recently updated content in many cases.
- Instead of scattering content across dozens of unconnected posts, the pillar format creates a guided pathway, keeping prospects on the site longer.
- Within the pillar page, the bank can place relevant offers, invitations to webinars or local business owner events, and further tools, templates, calculators, checklists and guides.
- Smart CTAs that adapt based on whether a visitor is a startup, growing business, or exporter. For example, Talk to a business banker, or Get your free business funding checklist.
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Don’t worry about what to include, we’ve done the hard work and created 8 cluster pages (we call them Playbooks):
- Business planning
- Raising capital
- Improving profit
- Cost optimization
- Building resilience
- Marketing planning
- Cyber security
- Easing cash flow
Each will build topic authority and make it clear to human users and to AI search engines that the site covers a topic in depth which helps with relevance, trust, and ranking. Plus improve user experience, dwell time, and internal navigation.
Don’t worry about what to include, we’ve done the hard work and created 8 cluster pages (we call them Playbooks):
$4,499 one-off cost, per cluster page.
We’ll create a custom 4,000 word long page cluster topic (choose one of ours or one of your own), with supplementary content for visitors to download, forming the ‘cluster’. Content types are a mixture of:
- Animated videos
- Case studies
- Checklists
- Templates
- One-page plans
- Industry profiles
- E-books
For example, the Business Planning Playbook has a 4,000 word text article and two animated videos as the base, and embedded through this page a user can download a:
- Break-even template
- Business plan template
- Cash flow template
- Competitive advantage plan
- Financial feasibility plan
- Marketing on a shoestring checklist
- Marketing plan template
- Start-up checklist
- SWOT analysis template
- Video on intellectual assets
All downloads are branded using your brand guidelines and next steps back to your calls to action.
Each topic has different deliverables depending on the subject. We’ll bundle the content for you to approve, and then add to your website. You’re free to use the content any way you think is best across all your marketing channels (social, email, training, front line conversations, syndicate or give to partners).
If you’d us to make a start, email glen@tsbc.com or book a demo.
