You may already have the explanation, evidence and service details a buyer needs. The next job is to make them easy to find from the page that person is reading.
Review one service at a time. Identify the questions a suitable buyer needs answered, find where those answers live, and repair the missing connections. Keep a direct enquiry option available for people who are ready to talk.
Our Support Content approach covers those connections within the AI SEO plan. This guide helps you review the proposed work before commissioning more pages.
Start with one service and its buying questions
Choose a service the business wants to sell. Use actual enquiries, sales conversations and relevant search evidence to gather questions about fit, scope, cost, responsibilities and proof.
List the pages that answer those questions. Include the service itself, useful articles, relevant evidence and contact options. A sitemap or menu can help find them, but neither establishes what a buyer does next.
For an IT consultancy’s migration service, the questions might include which systems it handles, who manages disruption, how a phased move compares with a single cutover, and what handover includes. This is an illustrative planning example. It is not a reported client journey.
Do not create a page for every question automatically. A clear section on the service page may be enough. Use more content or better pages when the decision is where an answer belongs.
Inspect each page as a possible starting point
A reader may arrive through search, a recommendation or a link from a colleague. Open the page without relying on a previous visit to your homepage.
Can the reader identify the subject, understand how it relates to your service and find the relevant next answer? Can someone who already wants help reach the business?
Follow the existing links. Record a missing answer separately from a missing connection. Adding a link to a vague service page will not clarify the service. Adding another article will not fix an existing answer that is simply hard to find.
For the wording and placement of a link within one article, use the blog-to-service guide. This page covers the connected set around the service.
Write a plan the owner can review
Keep each proposed change small enough to explain:
| Plan field | What to record |
|---|---|
| Current page | The URL a relevant reader could arrive on. |
| Unresolved question | What that reader still needs to decide. |
| Useful destination | The existing page or section that answers it. |
| Reason for the change | Why the connection is missing, unclear or misleading. |
| Priority | Fix an incorrect destination, improve a useful connection, or investigate before changing. |
If no suitable destination exists, record that as an answer gap. If two destinations appear interchangeable, review their purposes before choosing one. The page-overlap guide helps with that decision.
Priority comes from the buyer’s problem and the evidence available. A broken enquiry route deserves attention. A heavily visited article aimed at a different audience may not deserve a stronger sales link. Where evidence is limited, label the proposed change as a hypothesis and decide how to review it.
An example using our own support-content pages
These are real SEOI pages and their intended jobs. They are not a record of observed browsing sessions or conversion results.
| Reader’s question | Where we answer it |
|---|---|
| Should we improve existing pages or publish something new? | More content or better pages compares the next investment. |
| What would SEOI do with our existing articles? | Support Content explains that layer of the plan. |
| How should one article connect to the service? | Blog-to-service links covers its next step. |
| Do these two pages need to stay separate? | Keep, reposition or combine explains the evidence to review. |
| What would the wider engagement involve? | The AI SEO plan explains the offer; the cost guide helps compare what different purchases include. |
| What evidence can we inspect before deciding? | Our case studies show the work and the observations available for each project. |
| Can we discuss our website? | The free Clarity Call is available directly. |
Here is how that translates into specific edits:
- From the investment guide: when the answer already exists but is hard to reach, link to this plan instead of recommending another article.
- From Support Content: give an owner reviewing existing articles a route to this plan and the single-article guide.
- From the page-role guide: send a reader investigating overlap to the keep/reposition/combine decision, without treating a ranking blog as proof of a problem.
Those connections are part of how these pages are organised. A reader can use one, several or none before contacting us. The written Outside View remains an optional starting point.
Make the links useful and easy to follow
Use link text that names the destination’s answer. Put it in a sentence that explains why that answer matters here. Avoid a line of unrelated links or several identical invitations that compete with the page’s main task.
Google’s guidance recommends relevant contextual links, descriptive text and crawlable destinations. It does not set an ideal number. The technical check and the buyer check work together: the link must open the right page, and that page must deliver the expected answer.
Keep menus, breadcrumbs and related findings useful too. They can support orientation without requiring every visitor to read the site in a prescribed order.
Check delivery, then review the evidence
Before treating the work as complete, follow the changed links on a phone and with keyboard controls. Check the page titles, the promised answers and the direct enquiry route. Make sure the helpful content still makes sense without following every link.
After release, review each source for what it records:
- Search Console can show recorded search appearances and clicks to pages, not movement between them.
- Website analytics may show internal clicks or paths when those events and reports are available and correctly configured.
- Received enquiries and sales records show the needs, fit and next steps the business actually handled.
Use the measurement guide and scorecard to organise the reading. More internal clicks alone do not establish more suitable buyers. Keep the change record, compare consistent periods and avoid conclusions the available volume cannot support.
Choose the smallest useful set of changes
Bring one service and the pages you already use to explain it. We can discuss whether the next work is connecting existing answers, improving a destination or filling a specific gap.
Request a free Clarity Call. You do not need to finish the plan first. For a written public-site review before that conversation, request your free Outside View.