--- title: "Content-Type Audit Rubrics: 13 Page Types, 13 Rubrics" description: "Homepages, pillars, case studies, products, pricing, landing pages, docs, about, contact, legal: each page type fails differently. Auditing them against the same rubric is malpractice. Here are the 13 we use." source: "https://www.kensink.com/website-audit/content-types/" canonical: "https://www.kensink.com/website-audit/content-types/" --- ★ Content audit 13 rubrics Per-type scoring CONTENT TYPES · 13 RUBRICS # Different page types fail differently. A homepage, a pillar page, a product page, and a knowledge-base article should never be audited against the same rubric. This is where the real wins live, and where most generic audits skip straight past. Here are the thirteen rubrics we run. [Book a content audit →](https://www.kensink.com/contact?intent=audit-content) [← Back to overview](https://www.kensink.com/website-audit) 01 · BRAND · HIGH-TRAFFIC 01 / 13 ## Home page First impression. Must answer ‘what is this’ in under seven seconds. Rubric - Value proposition understandable in ≤ 7 seconds - Primary CTA above the fold: one dominant action - Social proof (logos, testimonials, key metrics) visible without scrolling far - Clear routing to 3–5 primary site sections - Under 2.0s LCP, since this is your highest-traffic page - Brand-query ranking: should rank #1 for your own name Schema · Organization + WebSite 02 · PILLAR · DEFINITIVE 02 / 13 ## Pillar / hub pages The definitive resource on a topic. Anchors the cluster. Rubric - Comprehensive coverage: aim for ‘definitive resource’ depth - Strong internal linking outward to cluster pages, inward from them - Table of contents for long-form pillars - Target keyword: broad, high-volume, head term - Last-updated date visible and recent - Answer-ready structure: H2s phrased as questions for key sub-topics Schema · Article + FAQPage (where relevant) 03 · CLUSTER · LONG-TAIL 03 / 13 ## Cluster / supporting articles One narrow idea per article. Links to parent pillar + siblings. Rubric - Narrow, specific topic: one idea per article - Internal link to parent pillar + sibling cluster pages - 800–2,500 words depending on query intent (don’t bloat) - Long-tail keyword focus - Author byline with credentials (E-E-A-T signal) - Published + modified dates Schema · Article + Author (Person) + BreadcrumbList 04 · PROOF · CREDIBILITY 04 / 13 ## Case studies Quantified outcomes for named clients. Credibility currency. Rubric - Client name, industry, challenge clearly stated - Quantified outcomes: numbers, not vibes - Quote from a named client contact - Solution narrative with enough detail to be credible, not so much it bores - Internal link to relevant solution / service page Schema · Article (or custom) · Review if client permits 05 · SERVICE · CONVERSION 05 / 13 ## Solution / service pages One clear problem. Who it’s for. Who it isn’t. Proof. CTA. Rubric - One clear problem it solves, stated upfront - Who it’s for, who it’s not for - How it works (3–5 steps / diagram) - Proof (logos, case studies, metrics) - Primary CTA (demo / contact) - FAQ section at the bottom with FAQPage schema for questions buyers actually ask Schema · Service 06 · PRODUCT · COMMERCE 06 / 13 ## Product pages (e-commerce) Decision page. Price, availability, proof, all visible. Rubric - Clear price, availability, variants - High-quality images + zoom + alt text - Reviews with AggregateRating schema - Specs, dimensions, materials - Delivery + return policy visible - Related products Schema · Product + Offer (validated) 07 · PRICING · DECISION 07 / 13 ## Pricing pages The fork in the funnel. Comparison + trust signals + no dark patterns. Rubric - Tier comparison as a real table - Primary action per tier - FAQ beneath (billing, trials, cancellation) - Trust signals (security, compliance badges) - Currency / region handling if international - No dark patterns. Auditors should be skeptical of friction and misleading cues Schema · Offer · Product · custom 08 · HUB · DISCOVERY 08 / 13 ## Blog index / insights hub Wayfinding. Filter, sort, find the article that matters. Rubric - Filter by topic / tag - Reverse-chronological by default, but curated ‘featured’ slot - Each card: title, excerpt, author, date, estimated read time - Paginated, not infinite scroll (or both) - Dedicated RSS feed Schema · ItemList / Blog 09 · PAID · CAMPAIGN 09 / 13 ## Landing pages (paid campaigns) Single purpose, single CTA. Message-match the ad. Rubric - Single purpose, single CTA - Match the ad creative (message match) - No primary nav, so there are no escape hatches - Form: minimum necessary fields - UTM params handled and persisted - Excluded from main sitemap if short-lived; included if evergreen Schema · WebPage · noindex if appropriate 10 · DOCS · UTILITY 10 / 13 ## Documentation / knowledge base Get answers fast. Search + hierarchy + feedback loop. Rubric - Search prominent and working - Hierarchical left-nav - Versioning if applicable - Code blocks syntax-highlighted and copyable - Each article has a ‘was this helpful?’ feedback mechanism Schema · TechArticle or Article 11 · TRUST · ENTITY 11 / 13 ## About / team / trust pages Establish who we are. Entity consistency for AI + search. Rubric - Named leadership with photos, titles, bios, LinkedIn - Person schema on each leader - Company story with founding date, mission - Security / compliance page linked (SOC 2, ISO 27001, GDPR) if B2B Schema · Organization (foundingDate, founder, address) + Person 12 · LEAD · INTAKE 12 / 13 ## Contact / demo / lead-capture Convert intent. Multiple modes + clear expectations. Rubric - Multiple contact modes (form, email, phone, chat) - Expected response time stated - Form validated client-side AND server-side - Confirmation message AND confirmation email - Accessible form fields with labels Schema · ContactPage 13 · LEGAL · COMPLIANCE 13 / 13 ## Legal pages (privacy, terms, cookies) Compliance + linkage. Not for indexing. Rubric - Present, up-to-date, jurisdiction-appropriate - Linked from footer of every page - Cookie consent mechanism aligned with GDPR / ePrivacy where applicable - Not indexed usually (use noindex) Schema · WebPage (typically noindex) CONTENT AUDIT · BOOK ### Want every URL on your site scored by type? We inventory every indexed URL, classify it by type, run the matching rubric, and return a prune-keep-merge-rewrite roadmap organized by editorial priority. [Book content audit →](https://www.kensink.com/contact?intent=audit-content)