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The catalog

Twelve page patterns, and what each one needs.

A page family is a search with a fixed part and a changing part, such as "[product] alternatives" or "[service] company in [city]", built as one page per row of data. Heddle's catalog holds 12 of them. Each lists the material every page must carry before it's published, how the pages link, and how likely the family is to drift into doorway pages.

[product] alternatives

Alternatives

e.g. "Asana alternatives"

low riskproduct
[question a buyer asks]

Buyer question answers

e.g. "how long does a Databricks migration take"

low riskserviceproduct
[A] to [B] / [thing] calculator

Calculators and converters

e.g. "data warehouse cost calculator"

low riskproductservice
[A] vs [B]

Comparisons

e.g. "Snowflake vs Databricks"

low riskserviceproduct
[category] with [attribute]

Directories

e.g. "CRM tools with offline access"

medium riskproduct
[type] examples for [use case]

Examples and case studies

e.g. "welcome email examples for SaaS"

low riskserviceproduct
hire [role] / [role] for hire

Hire a role

e.g. "hire databricks engineer"

medium riskservice
[solution] for [audience]

Industries and personas

e.g. "project management software for architects"

medium riskserviceproduct
[app A] [app B] integration

Integrations

e.g. "Google Sheets Slack integration"

medium riskproductservice
[service] company in [city]

Locations

e.g. "software development company in Dallas"

high riskservice
what [new release] means for [buyer]

News explainers

e.g. "what the new Business Central connector means for finance teams"

low riskserviceproduct
[use case] template

Templates

e.g. "customer onboarding email template"

low riskproduct

Generated from the Heddle repository at de0c02b.

Questions

Which page family should a new product start with?

Usually comparisons, alternatives or integrations, because buyers search for them while choosing and each page has different facts by nature. Measure demand for a few variations first, read three live results pages, and pick one family. A second waits for the first's results.

Which families carry the most doorway risk?

Locations, because pages for cities differ by the place name unless each carries facts about that market. Directories, industries, integrations and hire-a-role pages are rated medium. The rest are low because each page has different facts by nature.

Where does the catalog come from?

From the Heddle repository's families folder. This page is generated from it, so it lists exactly what the tooling knows how to build.

Work with us

Let the agents bring you the leads.

Tell us about your business and who buys from you. On a short call we'll show you the searches your buyers make where you don't show up yet, and what the agents would do about them in their first month.

See the plans

On the call, for your site

  1. The searches your buyers makeMeasured, with how many people make each one
  2. Where you show up, and where you don'tOn Google and in ChatGPT's answers
  3. The agents' first monthThe pages, fixes and links they would start with