Originally published: March 22, 2021 · Last updated: August 17, 2026
Website planning becomes easier when pages are defined by their job rather than by a generic sitemap copied from another site. A page should help a visitor understand, decide, complete an action or navigate to a more specific resource.
1. Homepage
The homepage should orient a new visitor: who the site is for, what it offers and where the most important paths begin. It does not need to summarize every page on the site.
2. Service or product page
This page explains a specific offer. It should answer practical questions about the outcome, process, price or purchasing path where appropriate, limitations and the next action.
3. Category or hub page
A hub organizes related resources. It can introduce a subject and help users move to individual products, articles, tools or subcategories. Good hubs are navigation assets, not thin lists created only to target broad keywords.
4. Guide or article
Editorial content answers a question, teaches a process, reports something or provides analysis. It should have a clear reason to exist beyond feeding a publishing schedule.
5. About page
The About page explains the people, organization, experience and motivation behind the site. For independent businesses and creators, it can provide important trust and context that generic marketing copy cannot.
6. Contact or conversion page
This page turns interest into an action: contact, booking, quote request, signup or another conversion. Ask only for information required to complete the next step and make alternative contact methods clear when relevant.
7. Support, FAQ or documentation page
Support content reduces uncertainty before and after a purchase. Group questions around real user problems rather than creating a giant FAQ simply because structured data or SEO advice once encouraged it.
8. Policy and legal pages
Privacy, terms, returns, accessibility information and other required policies may not drive traffic, but they help set expectations and meet legal or commercial obligations. Keep them accurate and easy to find.
One page can serve more than one role
A product page may contain FAQs. An About page may also function as a founder story. Do not multiply URLs simply to keep the taxonomy pure. Separate pages when the content, audience or user task genuinely benefits from separation.
Bottom line
Build a sitemap from user jobs. Each important page should have a clear audience, purpose and next step, and the navigation should make the relationship between pages understandable.
Source: Google SEO Starter Guide.