Content pages

What we check

On the home page we look for links to four kinds of pages, recognised by whole words of the link text or of one segment of the address (/about-us/ and «About us» count alike):

Kind	Typical labels
About us	About us, About …, Team, Profile, Company (as the whole link text), History, Practice
Services	Services, Offer, Treatments, Products
References	References, Projects, Portfolio, Testimonials, Gallery
News	Blog, News, Latest, Advice, Knowledge

Skip links («Skip to content») do not count. Teasers with a longer text count only by their address, as their text usually describes another topic. If one or more kinds are missing, there is a note. The points depend on the share of kinds found. This check counts for little, at most 5 of 100 points in the area.

Why it matters

Google and AI assistants do not rate only individual pages, but the whole company or organisation behind them. They look for evidence of experience, expertise and trustworthiness:

• About us: who is behind the website? Since when has the company or organisation existed? What training and experience does the team have? Real names and faces create trust, with people and machines alike.
• Services: what exactly does the company offer? A separate page per service allows each to be described in detail. Anyone searching for "home contents insurance" finds a page about home contents insurance better than a home page on which the word occurs once.
• References: evidence that the company does good work: projects and case studies, testimonials, well-known clients.
• News: a sign that the company is active.

AI assistants are more likely to recommend companies and organisations about which they find concrete, verifiable details.

How to fix it

Start with the two most important pages:

1. Services

Create a separate page for each main service or at least a detailed section:

• What does the service include?
• Who is it meant for?
• How does the collaboration work?
• Roughly what does it cost, or what does the price depend on?
• Frequently asked questions about it.

2. About us

• History of the company or organisation in a few sentences.
• Team or management with photos, names, role and qualification.
• Values or special features: certifications, awards, apprenticeships, sustainability.

3. References

Show three to ten completed projects with an image and a short description, or collect testimonials with name and place (with consent).

4. Link them

Link all these pages in the main menu so that they can be reached from the home page. Use understandable labels such as "Services" or "About us" instead of creative terms that nobody understands.

How to check it yourself

Look at the main menu and imagine you do not know the company. Can you find out with one click what it offers, who is behind it and whom it has already worked for?

Frequently asked questions

Do I really need a blog?

Not necessarily. A "News" page with occasional news, such as new offers, completed projects or staff news, shows that the company is active. An outdated blog whose last post dates from 2019 looks rather unfavourable, by contrast.

My website is a one-pager. Will I be rated badly then?

Somewhat worse, yes. We evaluate links to other pages, pure jump links within the page such as "#services" do not count. Separate pages per service also give Google and AI assistants more content and more reasons to recommend the company.