What Is a Pillar Page and How Can You Use It on Your Plumbing Website?

Sep 14, 2023 | Web Design

Your website is a crucial part of marketing your plumbing business. But the elements on your website are even more important.

Your website needs to have the right structure, content, keywords, and SEO elements to reach your target audience. And one such element that many plumbing businesses overlook is a pillar page. 

What is a pillar page? Pillar pages are a particular type of website page that helps users find information on your site and allows the search engines to better index your website content. 

If you need help creating a pillar page, working with an SEO company for plumbing contractors like Polianna makes the process as easy as one-two-three. Once you know the purpose of pillar pages and how to use them for your plumbing website, you can attract more clients and become known as the go-to plumber in your area.


What Is a Pillar Page? 

A pillar page is a website page that provides an overview of a topic then links out to more detailed pages about the different subjects within the topic. 

For example, as a plumbing company, you may create a pillar page called Plumbing Services. That page would discuss the different services you offer, like:

  • Plumbing Repair
  • Plumbing Inspections
  • Plumbing Replacements
  • Annual Maintenance

The pillar page doesn’t discuss these smaller topics in depth. Instead, it provides a short description of each and a link that users can click to learn more about that topic. For instance, you’d have a page about Plumbing Repair, another about Plumbing Inspections, and so on. 


The Purposes of Creating a Pillar Page

Now that you know the answer to “What is a pillar page?” you’re probably wondering why these pages are necessary. Can’t users just go to the actual website page they’re looking for instead of finding an overview on the pillar page first? 

Actually, pillar pages serve a few different purposes within your plumbing website.


Simplify Navigation for Users

First, creating a pillar page for all your services helps users quickly locate the page they need. 

Let’s say a customer comes to your website to find out whether you offer leaky pipe repair. They head to your “services” pillar page and instantly see “leaky pipe repair” as one of the subtopics and quickly find more information about the service. 

On the other hand, maybe a customer comes to your website unsure of what category their desired service falls into. They need help with the plumbing in their bathroom, but they aren’t sure if that’s considered “plumbing repair” or “maintenance.” So they read the pillar page and find short descriptions of each service, leading them to click on the correct page to find out more about the service they need. 

Not everyone will visit your pillar page, but the ones who do can navigate your website easily using the pillar page as a launching pad. 


Build Topical Authority

While pillar pages can make your website more navigable, their main purpose is to build topic authority for search engines. 

Search engines like Google are looking for websites that have expertise, experience, authority, and trustworthiness (E.E.A.T.) factors for a given topic. By creating a pillar page surrounding a topic, you make it easier for search engines to identify your website as an authoritative source for the topic, index your page, recrawl your site, and present your website to your target audience. 


Boost Your Internal Linking Strategy

Internal linking is an important SEO strategy to boost your search engine rankings. When you create a pillar page, you’ll gain more opportunities to include internal links on your website. Your pillar page can include links to all of your service pages, and those service pages can link to the pillar page. 


Attract Backlinks

Your pillar pages may also attract more backlinks, which are links from other websites to your site. People may begin to see your website as an authoritative source offering comprehensive coverage of plumbing services. When they need to link out to a plumbing website, they may find yours more easily due to your enhanced E.E.A.T. ranking factors. 


How To Use Pillar Pages in Your Plumbing Website 

Creating pillar pages involves three steps:

  1. Mapping out the core topics and subtopics on your website, including pages that currently exist and ones that you need to create
  2. Writing a pillar page that discusses each of these overarching topics 
  3. Updating and maintaining the pillar pages as your services and website content change 

While the process seems straightforward at a glance, it involves careful consideration of your marketing strategy and in-depth research. 

First, you’ll want to choose core topics based on high-volume keywords your website wants to rank for. “Plumbing Services” is probably one such keyword. Meanwhile, the content clusters should center around longer keywords for more specific topics. 

Once you’ve mapped out your pillar page, you’ll need to write the content for it. The best-performing pillar pages include content that:

  • Contains the right keywords to increase search engine rankings
  • Is easy to read and skim so that users can quickly find the information they need 
  • Is evergreen, meaning that it doesn’t become outdated quickly
  • Includes compelling CTAs that lead users to schedule services

After creating the content for the pillar page, you can post it to your website and add internal links to your service pages. 


Need Help Creating a Pillar Page? We’ll Do the Work for You

Knowing the answer to “What is a pillar page?” is only the first step. To ensure that your pillar pages perform best in the search engines and improve navigation through your website, you also need high-quality written content, strategic keyword use, and a well-structured site map.

Our marketing experts at Polianna can create a personalized SEO strategy that helps improve your local ranking on Google. If other marketing agencies have taken your money and failed to deliver, you deserve better. Work with a marketing agency that tackles all the hard work of pillar pages and SEO while you sit back and watch new clients roll in.

Schedule a discovery call with Polianna today by calling 703-475-6907.

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