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Landing pages come in exactly two shapes, and each one engineers a different feeling in the ICP. You build them in a fixed order, wide before deep, and you generate each pillar programmatically: a template plus data (CSV/JSON) produces a whole pillar of pages, fed by a hub page that funnels traffic and by internal links from the homepage. Landing pages account for over 30% of what ChatGPT cites, which is why so much of the strategy runs through them.

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The two shapes, and the two feelings

PillarShapeExample routesThe feeling it engineers in the ICP
Horizontalwide across use-cases and features/uses, /use-cases, /industry”this does everything I need”
Verticaldeep into one feature/feature, /product, /integration”oh wow, it’s exactly what I want (that other products don’t have)”
“Go wide before going deep.”
Why wide first: horizontal pillars have higher volume and are easier to build. You cast the wide net, capture the BOFU wins (1.3), and go deep only where a feature has earned its own page.

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Generate the pillar from a template

A pillar is a program: template + CMS, split static vs dynamic components, bring a .csv/.json to generate many pages. Pages can even be dynamically composed. Hyperbound tags each of its 12 features with a feature id and a “when to use it” rule, so the right feature image or section gets selected by the page’s keyword intent. One template, many intents, the correct feature surfaced per page. Wonderchat put its near-term capacity “allocated to uses (120 uses page)”, a single horizontal pillar of roughly 120 pages, with vertical pillars (competitors, integrations, compliance, industry) planned behind it. Competitor sitemaps (chatfuel, botpenguin, tars, zendesk) were mined to populate it, and you can see a horizontal pillar in the wild at reglyr.com/uses. Hyperbound ran an industry pillar (Manufacturing, Medical/Pharma, Financial Services, Insurance, Oil & Gas), each page mapping a feature set to the vertical’s pain, like Multiparty Roleplays plus Enterprise Security for regulated verticals. The rule that maps a feature to a keyword: “AI Real Call Scoring — highlight for keywords related to call scoring, QA… strong for enterprise/management keywords.”

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The other page types (all BOFU)

  • Alternatives pages, like “strapi alternative”.
  • Two-way VS pages, like “contentful vs tina”. You can use the LLM’s baked-in bias to your advantage with “aka 3-way or 4-way vs pages”, since comparison pages exploit the model’s existing preferences.
  • Directories, especially B2C, like “plumbers in sf”.

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The hub page ties a pillar together

A pillar needs one hub page that lists it, is itself SEO-ed, is linked from the header or footer, and filters traffic into the pSEO landing pages. Wonderchat’s is “Use Cases for AI Chatbot.” The hub is also the anchor of internal linking, so see 1.8 for why its links must be present in the DOM even when visually collapsed.

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Operationalize it