Why Your Property Management Company Needs a Website Pillar Page

Published April 11, 2019. Updated October 4, 2023. 

The SEO game changes almost faster than anyone can figure it out. However, one consistently important SEO trend that helps new clients find your website (and your company) is to make sure your website has strategic, well-designed pillar pages. 

We aren't making up new terms for the same old content. You need more traffic to your website, and a pillar page is the latest way to get it. The phrase "pillar page" isn't just a clever alliteration. It's something your property management company's website desperately needs — sooner rather than later. 

Don't worry if this sounds like nonsense! We're here to explain these pages and why your property management company needs one — right now.

What is a Pillar Page? 

First, let's address "old" content and your property management blog. When was the last time you did a content audit for your website? If it's been a while, it's probably time for another content review. 

Unfortunately, a pillar page won't save your website from out-of-date content. However, it's a great way to breathe fresh life into your site and help new clients see you as an expert in property management. 

So, what is a pillar page? It's a comprehensive resource on a specific topic that serves as the foundation for a website's content strategy.

For property managers, imagine a single page that covers all facets of "Property Management Best Practices." The pillar page consolidates this information in one centralized place. It's designed to cover a topic in-depth, while hyperlinked cluster content (related, multiple blog posts) gets deeper into specific subtopics.

This structure not only benefits users by providing a one-stop resource but also boosts SEO (search engine optimization). Search engines recognize the interconnected nature of your content, giving your site authority on the topic.

For property managers, a pillar page can position your business as an industry leader, driving more organic traffic and engaging potential clients. Can you see why we say you need one "right now?"

What Are Topic Clusters?

With pillar pages, you also need topic clusters. Yes, I promise we still are not making up nonsensical terms. Topic clusters are real and vital to driving more traffic!

Your website's pillar page is made up of topic clusters. It's a one-stop shop for information about what you do and how you can help clients. 

A topic cluster pulls together content around a central theme, improving site organization and boosting search performance.

Imagine a spider web: at the center, you have a pillar page that provides a comprehensive overview of a main topic. Branching out from this core are smaller, related articles or blog posts, each diving deeper into specific subtopics. These are the "cluster content."

Hyperlinks connect the pillar page to its cluster content and vice versa, creating a tightly-knit web of interrelated information. This structure signals to search engines that the content is authoritative and organized, potentially improving rankings.

For users, it ensures easier navigation and a cohesive learning journey. In essence, topic clusters streamline your content, making it more accessible for both search engines and users and emphasizing the depth of knowledge on a particular subject.

Because consumers are getting more specific in their keyword searches, having a pillar page helps your website rise above the rest. Then, clustering your expertise on a pillar page gives searchers more resources, and it helps them start down your inbound marketing funnel. 

Make sense? We promise it does.

What Makes a Good Pillar Page?

A perfect pillar page for your property management website includes three main ingredients:

• Pillar Content

• Cluster Content

• Resource Links (internal links)

These three ingredients weave together throughout the web page. Your pillar page is a reference point for viewers to return to as they learn about the cluster of topics on the page. 

Here are some more specific examples and insights into how these elements work together as part of your content marketing strategy to drive traffic.

Pillar Content

Think of pillar content as the introduction and conclusion to the page's story. Your pillar is a broad topic supported by smaller cluster topics. 

If your pillar page is about how to find the best property management company in your area, the pillar content introduces this concept at the top of the page. 

At the end of the page, your pillar content brings everything back to finding the best property management company with a call to action. 

Pillar content is an essential function of your pillar page — but it's not the most important part of the page. 

Cluster Content

Cluster content is how you introduce potential clients to more areas of your expertise. 

Clusters are smaller sections of content devoted to sub-topics that support your main pillar topic. Each section is a brief introduction and solution of one area of your property management expertise. 

To support your pillar about finding the best property management company, talk about the specifics of what you do and why it's important—tenant screening, property inspections, and more. 

Using cluster content helps lead the reader down the page while keeping them engaged to come back and learn more.

Resource Links

The third component of a successful pillar page is your resource links. 

These are blog posts that link back to other content within your site. Each link and blog post supports one of your cluster content topics. 

Remember how we mentioned doing a content audit earlier? It's critical to make sure your website is current with quality content about your areas of expertise. You need engaging and actionable content for links to resources from your pillar page. 

If you link to a poorly written or badly designed webpage, your credibility as a professional property management company suffers. Your content must add to your position as an expert in the industry and your market.

How Does a Pillar Page Help My Marketing Efforts?

Inbound marketing is the best way to reach new audiences. Your marketing funnel begins when people search for a solution to a problem — and they find your website and your company. 

When your pillar page shows up near the top of a web search, you've started a relationship with a potential customer. Your pillar page sets you up as the thought leader in your area of expertise. 

Making sure your pillar page is strategic is critical. You want users to stay on the page, working through each cluster and weaving through your website while they learn about your service solutions to the need that landed them on your site. 

Our Professionals Can Help You Create a Pillar Page

If you're panicking at the idea of pillars and clusters, it's okay. Your expertise is in what you do, which is delivering the best property management services in your area.

You don't have to know how to create pillar pages to add one to your website. 

The Geekly Media team is your property management inbound marketing specialist! We know the property management industry and how to grow your business. Plus, we're experts in social marketing, blogs and content creation, SEO, content marketing, and creating strategic websites for property management businesses. 

You don't even have to search for us. You've already found your pillar page experts! Contact us if you're ready to talk about your website content and how we can get pillar and cluster pages set up to increase traffic to your site.