Pillar pages: more traffic thanks to content clusters
How to create pillar pages and why your website benefits from them
Pillar page
The example of Winefolly makes one thing quite obvious: a comprehensive treatment of a topic needs time, know-how – and of course enough space. Depending on the topic, the texts on the pillar pages can be between 1,000 and 5,000 words long.
But don’t worry! Not all questions and content on your topic need to be discussed in detail on the pillar page itself. After all, that’s what the links are for. By providing relevant links, you not only create immense added value for your users but also build a strong internal link structure.
Ideally, you have enough relevant content on your site (in the form of content pages, blog posts or online magazine articles) to answer all the important questions about your topic. We think Winefolly has done a masterful job of this. Each of the listed links leads to an article relevant to the topic within their own website – and thus strengthens the internal link structure.
What you should keep in mind when writing the text
However, to get the most out of your pillar page in terms of online performance, you should keep the following in mind when creating it:
- Short, concise and meaningful sentences: What applies to web copy in general also applies to writing for pillar pages.
- Work with relevant user questions, especially for the headlines of your content clusters!
- Make sure that your texts and headlines are SEO-optimised!
- Use short and competitive keywords in your headlines and also in the title of your pillar page!
- Structure comes before creativity: A meaningful title, description and H-tags that deliver what they promise are better than flowery metaphors.
- Create an overview – this also applies to the content of the pillar page. In addition to headlines and sublines, bullet points and prominent CTAs also help structure the text.
You can build on these pillars!
Pillar pages are a wonderful way to provide your users with comprehensive information on a topic and to make existing content available in the form of content clusters. Long copy pages help to increase the authority of your website, increase visitor engagement and improve your website’s search engine rankings.
Support from the pros
Everything clear on the subject of pillar pages? Then knuckle down and start stirring the mortar. Once you have built pillar after pillar, you will see: It pays off!
If you need support in terms of conception, strategy or copywriting for your content pillars – feel free to contact our experts in pillar building (and web copywriting 😉)!