Homepage & CAT Content Guidelines
Homepage & CAT Content Guidelines
Effective Date: February 1, 2026
Last Updated: February 1, 2026
Purpose (Non-Negotiable)
The Homepage and Category Landing Pages (CATs) are designed to:
- Orient users
- Build trust
- Drive conversion
They are
not meant to explain services in detail. Service- or product-specific depth belongs on individual service or product pages.
Homepage & CAT Content Guidelines: At-a-Glance
| Area | Rule |
|---|---|
| Primary Purpose | Orient users, build trust, and drive conversion. |
| Intended Depth | High-level only; no service or product detail. |
| Fixed Structure | Header, hero, introduction, “Why Choose Us,” core copy blocks, reviews, footer. |
| Structure Flexibility | None. Fixed elements may not be removed, reordered, or redesigned. |
| Allowed Content | Company positioning, business updates, visual/social proof, conversion callouts. |
| Content Scope | Company-focused, broadly applicable, conversion-oriented. |
| Placement Rules | Additional content must appear below copy blocks; never above the introduction or “Why Choose Us.” |
| Visual Proof | Photo galleries, social feeds, awards, certifications, and professional badges (accurate and representative only). |
| Design Requirements | Must match existing fonts, colors, spacing, and layout patterns. |
| Not Allowed | Service-specific philosophy, processes, education, FAQs, or technical explanations. |
| Service Detail Location | Individual service or product pages only. |
| Rule of Thumb | “Who are you and why trust you?” = Homepage/CAT. “How do you do this service?” = Service page. |
Fixed Structure (Off-Limits)
The following elements should not be removed, restructured, or reimagined:
- Header and navigation
- Hero section
- Introduction section (below the hero)
- “Why Choose Us” section
- Core copy blocks
- Reviews section
- Footer
These elements exist for SEO, AI discovery, UX consistency, and conversion performance.
Allowed Content (With Guidelines)
Content added to the Homepage or CAT pages must be:
- Company-focused
- Broadly applicable
- Conversion-oriented
Appropriate Content Examples
Company Positioning
- “Our commitment to reliable, honest service”
- “A locally owned company focused on long-term customer relationships”
- “Serving customers with dependable solutions backed by experience”
- “Trusted across the region for responsive, professional service”
Business Updates & Announcements
- Awards or recognitions
- Certifications or accreditations
- Milestones (years in business, expansion, new locations)
- Press mentions or local news (summarized only)
Visual & Social Proof
- Photo galleries (if representative and accurate)
- Instagram galleries highlighting work, culture, or community
- Award badges, certification logos, professional associations
Conversion-Supporting Callouts
- Short promotional messages (e.g., online scheduling now available)
- Brief trust statements paired with CTAs
- Credibility highlights without process detail
Placement Guidance
Company positioning content
- May replace the Introduction section only if it closely matches the original length, tone, and intent
- If longer or more detailed, place below the Copy Blocks, styled to match the Introduction layout
Business updates, announcements, visual proof, promotional callouts
- Place below the Copy Blocks
- Never above the Introduction or “Why Choose Us”
Design must match
- Existing fonts, colors, spacing, and layout patterns
- Content must feel intentional—not appended or dropped in
Not Allowed (Non-Negotiable)
Service-Specific Content
Do not place service-level philosophy, process, or education on the Homepage or CAT pages.
Not Allowed Examples
- “Our philosophy on AC repair”
- “How we approach furnace diagnostics”
- “Why our roofing process is different”
- “Our step-by-step drain cleaning method”
- Technical explanations, workflows, or service FAQs
- These belong on individual service pages only.
Rule of Thumb
If the content answers “Who are you and why should I trust you?”, it belongs on the homepage or Category Landing Page. If it answers “How do you do this specific service?”, it belongs on the service page.
In Summary
The homepage and Category Landing Pages are not meant to explain everything.
They are designed to orient, motivate, and direct — clearly, quickly, and intentionally.
When client-provided content is valuable, it should be integrated
strategically, without compromising structure, clarity, or conversion performance.