[Topic] advice & guides for [Ideal Client]

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.

A feeder page. Its job is not to convert directly but to catch search traffic and route it to the offer pages. Judge it on how many readers reach an offer page, not on time on page.

Two targets — the topic term and the audience. The nav label (“Blog & News”) stays the menu’s fixed, never-keyworded label; the H1 does the ranking work. The breadcrumb keeps the nav label so orientation still matches the menu.

A search bar sits in the banner. Every query is logged: searches with no good result are the content plan’s next articles.

No CTA here. The reader arrived to read, and the ask comes later at the magnet.

Category filters must resolve to their own indexable pages with their own H1 and meta, not query strings. A filter that only exists as a query string means every one of those terms has no landing page, which is the commonest way a content library wastes its own search value.

Paginated pages stay crawlable. Each page needs a self-referencing canonical, never one pointing back to page one.

Blog’s one capture: three supporting magnets, topic-spread because a browsing reader could match any of them. The main magnet’s V1 card lives on the homepage and the deep pages (Article, Find, Location) — a page holds either the card or the strip, never both; only the homepage carries both. Placed after the posts, in learning mode, before the FAQ so asks never stack against the close.

Earned by the keyword-led H1: the index now owns a topical primary, so it carries the topic-level searched questions — the ones too broad or too small for a single article. Never duplicates an article’s questions or its schema; every answer links to the article or offer that goes deeper.

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.