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.
The end of the journey. Links come in from every page and few go out. It carries no final CTA, because the visitor is already doing the thing.
Every extra field costs completions, so ask only for what is needed to reply. State the response time on the page: not knowing how long they will wait is what makes people ring instead, or leave. The form is the Brandi platform’s CRM capture form, embedded and styled to the design system — submissions land in the CRM tagged and sequenced, never in an inbox via mailto.
Version 1 pairs the form with the full details and a map — the layout for a brand people visit. Version 2 drops the map and runs a split screen with a full-height image instead — for the service-area, online-first or by-appointment brand, where a map would answer a question nobody is asking. One or the other, chosen at build; the form and its rules are identical in both.
This is where the full name, address and phone live. Consistent NAP across the web is what local search scores. When a brand will not publish a street address the footer carries city or region only, and this page carries the detail with LocalBusiness schema, hours, a map and the Google Business Profile link. The link runs both ways: for a single-location brand the GBP’s website field points to the homepage and the profile is linked from here; multi-location brands run one profile per location, each pointing to its own location page instead. A business that serves an area rather than trading from premises can hide the address entirely and still rank locally.
Answers the questions that stop someone sending the message: response time, who they will speak to, whether they can talk before committing. FAQPage schema only on questions actually visible here, and never duplicated from another page.
The interior related-links variant of Useful content, curated rather than a feed. It exists for the non-converter — the visitor who arrived but did not send the message — and gives them a next page instead of a dead end. No capture on this page: the form is the one ask.
Shown, not shouted. Three to six marks.
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.