The Importance of a Pillar Page for Commercial Cleaning Companies
I think the middle of the year is a great time to rethink or at least re-evaluate your marketing strategy.
Today, I want to introduce one of my favorite strategy topics: content.
The reason I call this a strategy topic is that, while many people see content as a tactic, approaching it strategically makes it a significant part of how you communicate your strategy.
I often describe content as the voice of strategy. If you have a strategy in mind, content is not just a tagline; it’s how you convey what you’re trying to accomplish.
It’s how you want to be seen and evaluated. It’s what your brand stands for. It’s about establishing leadership. Today, I want to discuss a topic I’ve talked about before: pillar pages. Pillar pages involve strategically choosing, structuring, and optimizing your content for your ideal customers in a way that goes beyond one-off blog posts.
Organize Existing Content
If your commercial cleaning company has been diligent in creating content over the years, you likely have a vast repository of blog posts, webinars, and podcasts.
However, this wealth of information can become overwhelming for visitors. By establishing pillar pages focused on specific topics, you can organize this content in a structured manner.
For instance, create pillar pages for topics like “Office Cleaning Tips,” “Healthcare Facility Cleaning,” and “Green Cleaning Solutions.” Each pillar page can have sub-categories that group related content, making it easy for visitors to find what they need and discover new information they might not have thought to search for.
Give Old Content a Second Life
Content you’ve created in the past may still hold significant value, but it can get lost as new content is added. Pillar pages provide an opportunity to revive and highlight evergreen content.
For example, a detailed guide on “The Benefits of Professional Carpet Cleaning” or a webinar on “Sanitizing High-Touch Areas in Workplaces” can be featured prominently on relevant pillar pages. This approach ensures that valuable content remains accessible and continues to generate traffic and engagement.
Establish Yourself as an Industry Expert
Centralizing your content on pillar pages allows you to showcase your expertise comprehensively. When potential clients visit your website, they should immediately see your depth of knowledge in various areas of commercial cleaning.
For instance, a pillar page on “Industrial Cleaning” can include articles, case studies, and testimonials that demonstrate your proficiency and success in that niche. This consolidation not only builds trust with visitors but also positions your company as an authority in the industry.
Increase Trust and Authority with Google
Google values trust and authority when ranking websites. Pillar pages enable you to create high-quality internal links and link to other reputable industry sources.
For example, on a pillar page about “Eco-Friendly Cleaning Practices,” you can link to research studies, government guidelines, and other authoritative sources. This linking strategy boosts your site’s credibility and improves its ranking on search engines. As your pillar pages gain traction, they attract more visitors, further enhancing your site’s authority and visibility.
Boost Your Email Capture Content
Content that capture emails are essential for capturing leads and providing additional value to your audience. By placing these offers on your pillar pages, you increase their visibility and appeal.
For instance, offer a downloadable checklist on “Daily Office Cleaning Routines” or an ebook on “Effective Strategies for Maintaining a Germ-Free Workplace” on relevant pillar pages. As your pillar pages attract more traffic and rank higher on search engines, these content upgrades will reach a broader audience, resulting in more qualified leads and higher conversion rates.
Conclusion
Pillar pages are a powerful tool for transforming your commercial cleaning company’s online presence. They help organize your existing content, breathe new life into old posts, establish your authority, improve your SEO rankings, and enhance your lead generation efforts.
By creating comprehensive and focused pillar pages, you can provide valuable resources to your audience, showcase your expertise, and ultimately grow your business.
