Separate pages by intent

Do not force different buyer intentions onto one page.

A page should usually have one primary job.

Examples:

• Service page: Explain and convert
• Guide: Educate
• Comparison page: Help evaluate options
• Case study: Demonstrate experience
• Professional profile: Establish credibility
• FAQ: Answer a specific question
• Location page: Establish geographic relevance
• Industry page: Show specialized understanding

Deliverable

Assign a primary intent to every planned page.