Web Design
The One-Page-Per-Intent Principle We Use to Structure Marketing Sites
The consolidation trap
'Let's combine these pages' sounds efficient but usually makes each one worse. One page can rank for one primary intent. Combine intents, lose rankings.
The principle
One page per search intent, per buyer stage, per persona. If you can't name the page's intent in five words, split it.
The sitemap as a sanity check
A good sitemap reads like a table of contents, not a feature list. If pages need pages explaining what they're for, the IA is wrong.
When consolidation is right
Pages with overlapping keywords that cannibalize each other's rankings. Use Search Console's performance report to identify cannibalization — then merge intentionally.