Most companies think they need more blog posts. They don’t.
They need one page that says:
“This is our ground. We own this topic.”
That’s what a pillar page is. Not a long article. Not a resource hub. Not a listicle.
A pillar page is a strategic declaration. And if you build it correctly, everything else on your site starts orbiting it.
First: What a Pillar Page ACTUALLY Is, ACTUALLY
A pillar page is a comprehensive, high-authority page built around a core topic.
It:
- Defines the topic clearly
- Covers the major subtopics at a high level
- Links to deeper supporting pages
- Signals to search engines: “This site understands this area.”
It’s not about word count.
It’s about scope and clarity.
If your site is a kingdom, the pillar page is the capital city.
Why Most Pillar Pages Fail
Because they’re written like blog posts.
They:
- Try to rank for everything
- Go too deep on random sub-sections
- Feel like essays instead of systems
- Have no clear internal linking structure
- Don’t actually tie to revenue
They’re long.
But they’re weak.
Length ≠ authority.
Structure = authority.
Step-by-Step: How to Build a Pillar Page That ACTUALLY Works, ACTUALLY
Step 1: Choose a Topic Worth Defending
This is where most people mess up.
A pillar topic should:
- Align with revenue
- Have search demand
- Support multiple subtopics
- Be something you want to talk about for 3+ years
Bad pillar topics:
- “Marketing”
- “Web Design”
- “SEO”
Too broad. Too vague.
Better pillar topics:
- “Drupal Modernization for Government”
- “ADA Digital Compliance for Public Agencies”
- “Enterprise Search & Discovery Strategy”
- “Technical SEO for Legacy CMS Platforms”
Notice the difference?
Specific. Intent-driven. Defensible.
If you can’t imagine writing 10+ supporting pages under it, it’s not a pillar.
Step 2: Map the Subtopics Before Writing a Word
Do not start writing yet.
Open a blank doc.
Under your main topic, list:
- The core definitions
- The major problems
- The major misconceptions
- The major implementation areas
- The decision criteria
- The risks
- The FAQs
You should end up with 8–15 clear sub-sections.
These are not H2s yet.
They are territory markers.
If you struggle to list subtopics, your topic is either:
- Too broad
- Or not strategic enough
Step 3: Structure It Like a System, Not an Essay
This is my personal recommendation.
Most people write pillar pages like narratives. Don’t.
Write them like frameworks.
Example structure:
- What It Is
- Why It Matters
- How It Works
- Common Mistakes
- Implementation Strategy
- Risks & Tradeoffs
- FAQs
- Related Deep-Dive Pages
That format signals expertise.
It also makes it easier for AI systems to parse and reuse your content.
Clarity > cleverness.
Step 4: Write at the Right Depth
This is where nuance matters.
A pillar page should:
- Go deep enough to demonstrate authority
- Stay high-level enough to link outward
If you fully exhaust every subtopic on the pillar page, you leave nothing for cluster content.
The rule I use:
Pillar pages introduce and structure.
Cluster pages expand and dominate.
Don’t cannibalize your own future content.
Step 5: Build the Internal Linking Spine
This is the part that actually makes it powerful.
For every major subtopic section:
- Link to a deeper page
- Use descriptive anchor text
- Don’t over-optimize
- Be intentional
Example:
If your pillar is “Technical SEO for Drupal,” you might link to:
- “How to Fix Duplicate URLs in Drupal”
- “How to Generate XML Sitemaps in Drupal”
- “How to Improve Drupal Core Web Vitals”
That’s how you build gravity.
Search engines start to understand hierarchy.
Step 6: Make It Conversion-Aware (But Not Pushy)
A pillar page is not a sales page.
But it should not ignore revenue.
Include:
- A clear CTA near the bottom
- Contextual CTAs inside relevant sections
- A “Work With Us” section that makes sense
Authority without conversion is ego.
Conversion without authority is desperation.
You want both.
Step 7: Design It to Be Scrollable
No one reads pillar pages top to bottom.
Design matters.
Use:
- Clear section breaks
- Anchor links at the top
- Bullet lists
- Defined sections
- Visual breathing room
If your pillar page feels like a wall of text, it will not function as authority.
Structure is visual as well as conceptual.
My Personal Recommendations (This Is Where People Level Up)
- Name your pillars internally.
Don’t call it “Services Page.”
Call it “Government Compliance Pillar.”
Language shapes thinking. - Revisit it quarterly.
Pillar pages are living assets. - Link to it often.
Every related blog post should reinforce the pillar. - Use it as your sales cheat sheet.
If your sales team can’t send it confidently, it’s not strong enough.
Think in years, not weeks.
Pillar pages are not quick wins.
They are compounding plays.
What Happens When You ACTUALLY Do This Correctly, ACTUALLY
Three things:
- Your content stops feeling scattered.
- Your internal linking becomes natural.
- Search engines start treating you like a specialist.
And specialists rank.
Generalists publish.
Most companies are not losing SEO because they’re under-publishing. They’re losing because they’re unfocused.
Authority requires repetition. Repetition requires constraint. Constraint requires discipline. Three to five pillars. Defended relentlessly. Everything else supports them.