Every page in the site, its URL, the template it is built from, the blocks it carries, and where it links. Each page owns one primary keyword, and works its secondary terms through its sections. The blocks come from the page type matrix, so nothing here is invented per page: it is the same library, selected differently.
Every page in the site, its URL, the template it is built from, where it sits in navigation, the blocks it carries and where it links. Conditional pages are only built when the client has that thing.
| Page | URL | Template | Nav | Status | Blocks | Links to |
|---|---|---|---|---|---|---|
| Core pages | ||||||
| Home | / | Homepage · 12 sections | Logo | Converts | Hero, tagline, lead magnet & community, trust, problem, solution, how it works, proof, offer, FAQ, blog feed, repeat capture, final CTA | Offer pages, Why [Brand], Community, Blog |
| [Primary Offer] | /[primary-offer] | Service / Offer · 9 sections | Top level | Converts | Breadcrumb, banner, problem, solution, how it works, proof, offer & pricing, searched-question FAQ, related links, final CTA | Sibling offers, Contact, related articles |
| [Secondary Offer] | /[secondary-offer] | Service / Offer · 9 sections | Top level | Converts | As [Primary Offer], scoped to this offer and its own keyword | Sibling offers, Contact, related articles |
| Why [Brand] | /why-[brand] | Why · belief page with convert spine | Top level | Trust | Breadcrumb, banner, story blocks, problem, solution, mission vision & values, proof, trust, final CTA | Offer pages, About, Team |
| About | /about | About · 7 sections, no sales spine | Top level | Trust | Breadcrumb, banner, intro, story blocks, founder quote strip, mission vision & values, about the founder (split), trust, proof, final CTA | Offer pages, Why [Brand], Team |
| Team | /about/team | Team · people and standards | Child | Trust | Breadcrumb, banner, team grid, approach & standards, proof, final CTA | About, Offer pages, Careers |
| Community | /community | Community · 9 sections, join beneath benefits | Top level | Converts | Breadcrumb, split hero, what you get, join capture, resource library (opt), guides (opt), events (opt), FAQ, final CTA | Offer pages, Blog, Events |
| Membership | /community/membership | Membership · 6 sections, sign-up as transaction | Community dropdown | Converts | Breadcrumb, split hero, tiers vs free, how it works, sign-up (payment / booking / platform form), FAQ, final CTA | Community, Offer pages |
| Blog & News | /blog | Blog index · post list and filters | Top level | Feeder | Breadcrumb, banner + search, post list, supporting-magnet strip (V2), topic FAQ, final CTA | Offer pages, Community, articles |
| [Article] | /blog/[keyword-slug] | Article · one per keyword | Child | Feeder | Breadcrumb, banner, article body, lead magnet capture, related links, final CTA | The offer page for its keyword, sibling articles, Community |
| Contact | /contact | Contact · form, details, map | Child | Converts | Breadcrumb, banner, contact form & details, FAQ, you-may-be-interested (opt), trust | Offer pages, FAQs |
| Conditional pages | ||||||
| Careers | external | External · the client’s hiring platform (BambooHR, Workable — whatever they use) | Footer | If hiring | Not built — open roles live on whatever hiring platform the client uses, linked from the footer and from Work With Us | External ATS |
| [Primary Offer] Near You | /find-[primary-offer] | Find a [Service] | Child | If local | Breadcrumb, banner, location list, map, FAQ, final CTA | [Primary Offer], Contact |
| [Secondary Offer] Near You | /find-[secondary-offer] | Find a [Service] | Child | If local | Breadcrumb, banner, location list, map, FAQ, final CTA | [Secondary Offer], Contact |
| Find a [Service] | /find-a-[service] | Find a [Service] | Footer | If multi-location | Breadcrumb, banner, location list, map, FAQ, final CTA | Offer pages, Contact |
| [Location] | /locations/[city-slug] | Location · one per site | Find page / footer | If multi-location | Breadcrumb, banner, location details & map, lead magnet (opt), local FAQ, final CTA | Find a [Service], [Primary Offer], Contact |
| Shop | external | External · the client’s storefront (Shopify, Squarespace — whatever they use) | Footer | If products | Not built — the shop lives on whatever storefront platform the client uses, linked from the footer and any "what to bring" mentions | External storefront |
| Work With Us | /work-with-us | Partnerships | Footer | If partnerships | Breadcrumb, banner, how we partner, proof, final CTA | About, Contact |
| FAQs | /faqs | Legal & Utility · FAQ variant | Footer | If standalone | Breadcrumb, banner, grouped FAQ, final CTA | Offer pages, Contact |
| Utility and legal | ||||||
| Sitemap | /sitemap | Utility | Footer | Utility | Page list | Every page |
| Privacy Policy | /privacy | Legal | Footer | Legal | Banner, policy body | Footer only |
| Terms | /terms | Legal | Footer | Legal | Banner, policy body | Footer only |
| Cookie Preferences | /cookies | Legal | Footer | Legal | Banner, preference controls | Footer, consent banner |
| Do Not Sell or Share My Info | /do-not-sell | Legal | Footer | US visitors | Banner, opt-out form | Footer only |
| [Industry Policy] | /[industry-policy] | Legal | Footer | Sector specific | Banner, policy body | Footer only |
Six items. Team has moved under About, since a top-level slot should belong to a page people search for or buy from, and Team is a trust page rather than a conversion page. The exception is a business where the people are the product, such as therapy, coaching or a named practice: there, Team earns the top level.
Lower-intent pages that still need to exist. Keeping them out of the top bar protects the nav for the pages that convert, while the footer keeps them crawlable and one click away from every page.
Identical on every page. The newsletter strip sits above the columns as a capture point that does not interrupt the page, and the baseline carries the local search signal.
Internal links let people move without hunting through the menu, let search engines crawl and understand the structure, and push authority toward the pages that convert. Linking is built in as a rule, not added at the end.
One page, one primary keyword — mapped to the meta title, the H1, the URL slug and the meta description, with secondary and related terms carried by the H2s, H3s and FAQs. The page-by-page detail lives in the Meta Recommendations spreadsheet, one row per page, because it is keyword-led and built after research rather than fixed at plan stage.