[Article keyword, phrased as the searcher would]

Internal links connect pages within the site. They let people move without hunting through the menu, they let search engines crawl and understand the site, and they push authority toward the pages that convert.

Every page links out to at least two others and is linked to from at least one. Links sit inside body copy where they read naturally, not bolted on as a list. The anchor text describes the destination in the destination's own words, never "click here". Money pages receive more links than they give.

Most search traffic lands here first. One article, one primary keyword — with related searches worked through the H2s and FAQ — and the article exists to answer that search fully and then send the reader to the offer page for the same keyword. That link is the mechanism that turns traffic into enquiries, and it is the first thing dropped under deadline.

Phrased the way a person types it, not the way the brand describes it. Titles come from the FAQ-by-page research tab — the people-also-searched questions tagged “article” become the article titles, mapped by Brandi before anything is written. Content a client writes outside the map is assigned to a cluster or flagged off-map, so nothing cannibalizes.

A client with a live blog (a Lavela) keeps it: every existing post is mapped to a keyword in the research or flagged off-map, the gaps become the new-article plan, and this template is the standard for new posts plus the retrofit checklist for old ones — breadcrumb, offer link, cluster-based related, schema, share. Changed URLs get 301s in the Meta workbook.

Answer the question in the standfirst rather than teasing it. A reader who has to leave to find the answer does not come back, and the ranking follows the reader. The heading ladder still applies: one H1, H2 per section, H3 for points, each carrying a different related term.

Article schema with author, published and modified dates. The modified date needs to be a real field, not a note.

Always to the offer page on this site, never a popup — the article-to-offer link is the SEO mechanism and a modal carries no authority. Platform actions (booking, checkout, forms — handled by the Brandi platform) fire from the offer page’s CTA, not from inside the article. Paid campaign landing pages are their own subdomain rule set and are never confused with this.

Siblings from the same cluster — the family of searches around this article’s subject — not the newest posts. This keeps the reader moving through the topic and spreads authority across it. The tag chips beneath link to indexable topic pages, so one article can belong to several topics while owning one keyword.

Matched to this article's topic. The reader is already engaged with the subject, which is why a topic-matched resource outperforms a generic one here. The section is V1 — the identical pair from the homepage: magnet card plus the optional community card. Never a lone card; if the client runs no community, the community card hides and the magnet card keeps the same width and position.

Five to seven items. About and Community open dropdowns. Community’s Resource Library, Guides and Events are sections of the Community page — the dropdown jumps straight to them — and show only when the client has that content. Hiring and shop live on external platforms (ATS, storefront) linked from the footer. Lower-intent links go to the footer, not the bar.

Logo top-left with the enduring tagline beneath it. The tagline is never the H1 — the H1 is page-specific, the tagline is not.

One colour, used only on CTA buttons so it always signals "action". It must contrast strongly with the page and stand out — ideally a colour used nowhere else on the site. Warm, high-contrast hues (orange, green, a confident blue) tend to convert best, but the exact hue matters less than that it pops, stays consistent, and passes contrast for legibility.

Switched on by the client's model, not shown in the bar by default:

Every form on the site — the newsletter here, every magnet download, the contact form, the community join — is the Brandi platform’s CRM capture form, embedded and styled to the design system. Every submission lands in the CRM tagged with its source and enters its named sequence. Never a mailto link, never a third-party form.

Consistent name, address and phone across the web is what local search scores. When a brand won't publish a street address, the footer carries city or region only, and the full details live on the Contact page with local business schema and a Google Business Profile. The signal is kept; the street address is not forced into the footer.

In care, health or youth sectors, a care or crisis resource in the footer is required, not optional.