Assign one primary intent
List the question or decision each proposed page will own. Compare it with existing content before creating a new route. If two pages need essentially the same answer and evidence, consider improving one page instead.
Search-led content brief
Turn search intent into page structure, evidence requirements and internal links.
Give each format a role
A service page explains an engagement. A guide helps with a task. A worksheet enables action. Link these formats where the reader naturally needs the next step, rather than repeating the same block of links on every page.
Expand from evidence
Use customer questions, enquiries and search data to decide what is missing. Review outdated or overlapping content as the cluster grows. The target is useful coverage and clear ownership, not a predetermined number of URLs.
Put the guidance to work
Capture your starting point, assign an owner to the next action, and decide what evidence will confirm that it worked.
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