Boiler website architecture: the page map we build from

The four branches and why each exists

Short answer: each branch catches a different kind of searcher at a different stage.

• Systems catch the researcher: someone deciding between a combi and a system boiler, or asking whether their cast-iron unit is worth keeping. These visitors are often weeks from a decision and read carefully.
• Manufacturers catch the owner who knows what's in the basement and wants someone familiar with it.
• Symptoms catch the urgent visitor: no heat, low pressure, noises, a code on the display. These pages produce same-day calls.
• Towns catch the local searcher and give search engines evidence of where you actually work.

A site with only one or two branches loses the visitors the others would have caught.

A sample page map for a three-town specialist

Short answer: around 30 pages at launch, each with a clear job.

Core (6): home, about, contact, reviews, any workmanship warranty you actually offer, financing information if you offer it, and a services overview.

Systems (8): combi boilers; system boilers and indirect tanks; condensing (mod-con) boilers; cast-iron boiler replacement; radiant floor heating; baseboard and panel radiators; boiler maintenance and annual service; emergency boiler repair.

Manufacturers (5): one page for each make your team is trained on and stocks parts for, plus a short "other makes we service" page.

Symptoms (8): no heat; no hot water from a combi; pressure keeps dropping; radiators cold at the top; kettling or banging; short-cycling; a fault code on the display; leaking around the boiler.

Towns (3): one page for each regular service town.

That's 30 pages. A smaller company can launch the core, the systems and the towns (17 pages) and add manufacturers and symptoms over the following months. Our boiler website packages are sized around maps like this one.

What every system page needs

Short answer: a plain explanation, who it suits, what a job involves and a clear next step.

1. One-sentence answer to the main question ("A combi boiler heats your home and your tap water from one compact unit, with no storage tank").
2. Who it suits and who it doesn't. Honest limits build trust: a combi may struggle with several showers at once in a large home.
3. What a typical job involves, step by step, from assessment to commissioning.
4. What affects the price, without promising a figure you can't stand behind.
5. Real photos of your installations.
6. Links to related symptom pages, manufacturer pages and the towns you serve.
7. Call, text or email, with the phone number visible without scrolling on a phone.

Symptom pages: urgent, useful and safe

Short answer: tell the reader what's probably happening, what they can safely check, and when to call.

A good symptom page opens with the likely causes in plain words, lists only checks an owner can safely make (is the thermostat calling for heat, is the power on, what does the pressure gauge read), and then says clearly that anything involving gas, venting, the pressure-relief valve or electrical parts needs a licensed technician. It never gives repair steps for those components. It ends with the phone number and, if you offer it, emergency availability.

Have a licensed technician on your team review every symptom page before it goes live. Our technical content guide explains the review process.

Manufacturer pages without overclaiming

Short answer: say what your team does with that brand, and nothing more.

Describe the models you commonly service, typical maintenance intervals taken from the manufacturer's documentation, and common issues your technicians see. Be precise about your relationship: "our technicians are trained on" is different from "authorised dealer", and only the true one belongs on the page. Never use a manufacturer's logo unless you have permission.

Town pages that aren't doorway pages

Short answer: each town page should contain something only you could write about that town.

Useful local detail includes the types of homes you see there (older houses with original hydronic systems, newer builds with radiant floors), how quickly you can usually get there, examples of recent jobs described without customer names, and which parts of the town you cover. If a page would still make sense after swapping the town's name, it isn't finished. Pages built that way risk being treated as doorway pages, which search engines penalise.

Linking rules that hold the map together

Short answer: every page links up to its branch, across to related pages and down to the action.

• Every symptom page links to the system it most often affects and to emergency repair.
• Every system page links to two or three related symptoms and to the manufacturers you service for that system.
• Every town page links to your three most requested services.
• The homepage links to every branch, not just to "services".
• Every page carries the call, text and email buttons.

Launch checklist

Short answer: twelve checks before you switch the new site on.

1. Old pages mapped to new addresses with redirects.
2. Phone number correct and tappable on every page.
3. Business name, phone and service area identical to the Google Business Profile.
4. Each page has a unique title and description.
5. Every technical page reviewed by a licensed technician.
6. Photos are your own, compressed for speed.
7. No page claims a licence, certification or authorisation you don't hold.
8. Analytics and call tracking set up in your company's accounts.
9. Pages load quickly on a phone over mobile data.
10. Regulators and programs, where mentioned, are linked to the official source and dated.
11. French versions ready if you serve Quebec customers.
12. A plan for the first three months of new symptom and model pages.

When the map is in place, the technical content service keeps it growing. For other guides, return to the guides page.