The Hardest—and Most Rewarding—Page You’ll Ever Create for Your Website

In my Content Catalyst group, I’ve been working with mission-driven entrepreneurs to move beyond shallow content—the kind that treats websites like brochures or skips straight to booking consultations. Instead, we’re creating transformation gardens: spaces filled with substantive content that inform, educate, and inspire action.

One of the most powerful tools we’ve used in this transformation is the pillar page.

My students tell me that building a pillar page is one of the hardest—but also most rewarding—marketing assets they’ve ever created. One student shared that it was, “challenging me to update a lot of information—it is a ‘healthy labor.’”

What makes it so impactful? The process of creating a pillar page forces you to go inward, deeply reflecting on the true value you offer as an expert. It’s not just about providing information; it’s about guiding your prospects toward effective solutions.

For many, this exercise unlocks clarity in their messaging that they didn’t even realize was missing. It’s a shift from presenting what you do to connecting with what your audience actually needs.

Why Create a Pillar Page?

A pillar page is more than just a long webpage—it’s the heart of your content strategy. Here’s why it’s worth the effort:

1. It Builds Authority: By covering a key topic comprehensively, your pillar page positions you as the go-to expert in your field. It answers the big questions your audience is asking, which helps build trust.
2. It Creates a Content Hub: Your pillar page acts as a central hub for related blog posts, videos, or resources. It’s the “one-stop shop” your audience will keep coming back to.
3. It Connects Conversations to Solutions: Your prospects aren’t just looking for information—they’re looking for transformation. A great pillar page bridges the gap between their questions and your expertise.
4. It’s Evergreen: Unlike social media posts or newsletters, a pillar page is a long-term asset that keeps working for you, driving traffic and leads over time.

What Makes a Pillar Page Great?

The best pillar pages aren’t just information dumps—they’re thoughtfully structured and engaging. Here are a few key elements:

• A Compelling Introduction: Start with an overview of the topic and why it matters to your audience.
• Clear Subsections: Break your content into digestible chunks with headers and bullet points.
• Links to Supporting Content: Include internal links to blog posts or resources that expand on subtopics.
• A Strong Call-to-Action: End with a next step—whether it’s downloading a guide, signing up for a newsletter, or booking a consultation.

Here's an example of one of Yodelpop's pillar pages: 'Search Everywhere Optimization Starts Here: How to Cultivate a Content Ecosystem to Grow Your Brand'

The process of creating a pillar page is challenging, but it’s the “healthy labor” that can transform your marketing and your mindset.

At Yodelpop, we’ve implemented over 100 topic clusters, with pillar pages at their core, over the past decade. On average, our clients see a 57% increase in traffic year over year and a 35% improvement in conversion rates. These numbers are proof of how powerful substantive, evergreen content can be—not just for attracting more visitors, but for turning them into engaged prospects and loyal customers.

Are you ready to start cultivating your 'Transformation Garden'? Reply or comment on the post—I’d love to hear what you think!