Internal links are quiet infrastructure
Nobody visits a website to admire its internal links, but a well linked site is the reason visitors and search engines can actually find everything on it. For a design agency site with service pages, case studies, and articles, the structure either helps people move naturally between them or leaves pages stranded.
A simple structure to build from
The diagram below shows a simplified version of how a design agency site can be structured, with a small number of hub pages that then link down to their own detail pages.
Matching page type to link style
Different page types call for different kinds of internal links. Mixing them up is a common source of confusion.
| Page type | Typical link target | Anchor style that works |
|---|---|---|
| Service page | Related service, portfolio, contact, related article | Descriptive, naming the destination directly |
| Case study | Related service, about, contact, related article | Specific to the destination, not generic |
| Article | Related service or hub pages mentioned naturally in the text | Woven into a sentence, never generic phrasing |
| Hub page | Every page one level below it | Card or list based, with the page title as the label |
Getting anchor text right
Avoid generic phrases
Anchor text like "click here" or "learn more" tells a visitor nothing about the destination until they have already clicked. Naming the destination directly, such as a service or article title, sets the right expectation before the click happens.
Do not repeat an anchor for two different destinations
If the same anchor text appears twice pointing to two different pages, both search engines and visitors lose a clear signal about what that phrase actually means on your site. Keep anchor text tied to a single, consistent destination.
Do not link the same destination twice with different anchors in one piece of content
The reverse problem is just as common. Linking the same page twice with different anchor text splits the signal that page should be building. One clear link per destination, per piece of content, is a simple rule that avoids this.
A short structure checklist
- Confirm every important page is reachable within two clicks from the homepage.
- Confirm each hub page links to every page one level below it.
- Confirm anchor text names the destination rather than using a generic phrase.
- Confirm no single anchor phrase is reused for two different destinations.
- Confirm no page links to the same destination twice with different anchor text.
Where to apply this
If you are reviewing your own structure, our services overview and insights hub are good examples of hub pages designed to route visitors down to more specific content without creating dead ends or duplicate paths.
Want help applying this to your own site.
Tell us about your project and we will follow up with next steps.