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A great website can be so much more than the sum of all pages linked from your site’s navigation menu.

Twitter, Facebook, LinkedIn, Instagram, Pinterest, Snapchat, Quora

iceberg publishing

We need to rethink how we structure websites.

When most people think of their websites, they think about what’s on their front page and all the pages you can get to from there.

(The massive trend with one-page websites certainly proves that.)

And those Navigational Pages are important; you do want a clean and easy-to-navigate website. However, what if there was a whole new universe of pages underneath it all.

Why would that be important?

Your Site is an Iceberg

Since you’re reading this, it means you’ve somehow landed on this post.

In my sidebar, you’ll find a few highlighted sections, a selection of popular posts and a link to my Facebook page. In the menu, I have three items. My About page, a plug for my email list and a contact form. And that’s about it. All in all, just a few pages to go along with the occasional new post.

But actually, there’s more – I call them Iceberg Pages:

iceberg publishing

Example: Special Event Pages

When I talk at events, the audience often wants to keep my presentation. Some just send their documentation to the event hosts for distribution via email; others upload their presentations to Slideshare.

But I prefer to put up a landing page simply with a relevant URL, like Then I use LeadPages to put together basic a page where I can greet people personally seeking to download my presentation. If I’ve covered some specific stuff during the Q&A that’s not mentioned in the presentation, I can add “show notes” with links and quotes.

To download the presentation, the visitor has to subscribe to my email list and this functionality is seamlessly integrated via MailChimp (or the provider of your choice), courtesy of LeadPages. (If I’m in a good mood, I can even tape a video with myself saying hi and thanking the visitor for coming to listen to my seminar!)

At this point, I think I’ve created 35 event landing pages. The conversion rates on these pages are often between 70-90%.

How you could use this these types of pages:

  • After a client pitch.
  • For salespeople (instead of leaving a USB stick).
  • After event participation.

Here’s a basic and simple landing page I made in 5 minutes after a seminar at Uppsala University:

university landing page

Example: Thank You Pages

Now, you often need to have a page that says thank you for subscribing or thank you for buying, connecting, following, providing feedback or for participating.

But wait.

Of course, you need a whole range of various thank-you pages. Most company site’s thank-you pages are utterly useless. Often I have to go back to the front page or hit “back” in my browser to get away from a pointless page.

Here are a few tricks:

If someone subscribes, send them to a form and ask them a relevant question that will help you understand your subscriber base better, like “what’s your single biggest challenge?”.

Here’s an example:

thank you page example

You can have several variations of thank-you pages:

  • If someone buys something, send them to a page with a promo code to entice them to buy from you again.
  • If someone gives you feedback, send them to a site where you ask them to endorse or review your products or services.
  • If someone comments, send them to a site where they might be interested in following your brand on Facebook, Twitter or LinkedIn.

And so on. You can be infinitely creative with your plethora of designated thank you pages!

Example: Social Landing Pages

For the sake of argument, let’s say someone discovered my agency or me on Instagram. We don’t know all that much about this person, but we do know that this person is using Instagram, right?

So, as you can see in my personal profile on Instagram, I have a link to instead of my front page.

What would be relevant for me to put on such a landing page? Some suggestions:

  • A presentation of who I am and why I blog of course, but very condensed for a person surfing images with their mobile.
  • A collection of posts related to digital marketing on Instagram and the importance of visual communication.

Your company might be on various social networks and instead of pointing them to your front page, you can point them to a designated page which takes into account where they discover you.

Example: Category Pages

I might post lots of articles on content marketing, and if I add them to a particular category, they will end up on a category page.

If someone searches for posts on content marketing, they might just end up on these pages if they’re optimized correctly. So I add some introductory texts and instructions to ease their way into my relevant content.

These pages rarely attract a whole lot of people, but they help search engines better understand what content belongs together on your site. It might help your SEO strategy to name your categories (or tags) wisely.

Example: Resource Pages

A while back, I blogged quite a lot about blogger outreach, sort of like a content marketing experiment (read more on this experiment here).

If you pull the best posts together and put them in a certain order, they become like an introductory course to blogger outreach; but in this case, I’ve just pointed to a page where all the resources are located:

resource page example

When you collect and outline links to “deeper content” like this on a specific landing page, these pages are called resource pages. Search engines love these — especially if the resource pages are linked from your sidebar.

And they can be very useful for new visitors looking for solutions and guides on how to get deeper into your content. And it’s valuable to re-use older content, too!

Example: Feedback Form Pages

Remember thank you pages? Asking your visitors for their feedback can be valuable to you and your brand.

Having various feedback form pages can, therefore, be quite a resource. Some form examples:

  • “What’s your biggest professional challenge?”
  • Industry-specific surveys
  • Leave a review / leave feedback
  • “What do you think of …?”
  • Would you consider covering this on your blog?

Links to these form pages can be added to RSS footers, email signatures, thank you pages, etc. This one by Tim Ferriss (read my blog post about it) is very easy to setup. It’s not fancy, but forms like these are easy to put up — fast!

Example: Qualifier Pages

Now, let’s say you’re getting the same request over and over again. Some requests represent opportunities; others don’t.

Personally, I hate FAQs. I rarely find the answers that I’m looking for because most companies only include the answers they want to give. Like:

“Are you providing the best solution? Yes!”

So let’s say I’m approached online by potential recruits. Since I can’t do coffee with everyone and explain in detail what we’re looking for, how and why we work and what to expect.

But I can set up a sequence of pages to qualify these HR leads. For instance, each step could deal with a particular circumstance of working with me (“Office Hours”, “Selling”, “Vision” etc.) and list the pros and cons on each step. The idea is, of course, to attract those who are a good fit, but also to “scare away” those who aren’t.

You can have these online qualification sequences for recruiting of course, but also for RFPs (request for proposals), instead of FAQs, news media requests, etc.

Those who are still around at the end of the sequence have the right expectations, so you can just point them to a form where they can add their contact details. Very efficient and if done right quite appreciated by the visitors!

Example: Automation Entry Pages

Instead of setting up a resource page, you could easily use a popular email list provider (MailChimp, Aweber, etc.) to build a mini-course of email send-outs.

So you can set up landing pages for each of these automation sequences. A great resource when blogging on a subject. For those who want to know more — boom! — “here’s a link to a free email course.”

Example: Disclaimer Pages

Depending what you do, it can be good to have a set of disclaimer landing pages. For instance, I have a disclaimer page for my affiliate links.

affiliate page example

Since I rarely use affiliate links other than for testing purposes, I don’t feel that I need to link to it from my main navigation menu, but when I do shoot out the occasional affiliate link, it’s good to have a disclaimer to point to — for full disclosure.

… And Much, Much More

The pages mentioned above are in a way “hidden,” lying there doing good work for you in the background. Sometimes I feel that I’m doing twice as much work creating these pages than I do create actual blog articles!

But these underlying pages are pulling their weight in creating value for me as a professional person and brand. Just because these pages aren’t readily accessible from my menu hierarchy, it doesn’t make them less valuable.


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Jerry Silfwer is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

Doctor Spin’s comment policy:
“Great minds discuss ideas, average minds discuss events, small minds discuss people.”
— Eleanor Roosevelt


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Michael Kazarnowicz

Very useful. I’ve never thought of thank you-pages after lectures, but it’s such a smart move. Ensures that everybody gets the material and gives them an opportunity to follow you. Great tip, thanks Jerry!

Doctor Spin

And the conversion rates on such a “tactic” is pretty awesome, usually. So many people want to get their hands on the presentation afterward and while Slideshare is a great resource, this way to go about it allows the person giving the seminar to extend the overall experience online.

Thanks for commenting Michael, I really appreciate it. And for anyone reading this who isn’t following Michael’s blog — you really should check it out!

Issadissa, webbtanten a.k.a. Eva Adeen

Imponerande artikel med så mycket bra innehåll att jag får ta det i portioner. Ska bokmärka och återkomma till!
Dessutom hittade jag nu dig på Instagram och det var en bonus.

Doctor Spin

Tack själv Eva för kommentaren. Och kul med Insta — rätt mycket bebisbilder just nu kan jag passa på att “varna” för! ;)


Thank you for this wonderful explanation! Not I have a new way to explain the value of these pages to my clients.

Doctor Spin

Happy to help.

Cendrine Marrouat

Hello Jerry,

What a fantastic post! I don’t think I have ever read anything similar, so kudos for tackling a topic that many experts haven’t!

Your post is timely for me, as I have just created an iceberg page to thank my readers for leaving comments on my blog. No need for a plugin, which is awesome!

Doctor Spin

Thank you so much, Cendrine for your comment! I also felt that something like this deserved some thoughts. Landing pages for the win! ;)

Elia Mörling

Awesome post! I think a good test if you’re reading this and thinking “I don’t have anything to offer my visitors, that they would exchange an e-mail for” then you probably need to re-think things entirely. If anything – this Doctor Spinn – line of thinking forces you to create and provide value that people actually want. I find this very inspiring, and hope to put some of these ideas to test soon.

Doctor Spin

Valuable input, Elia. Yes, I’m trying to be very open and transparent about asking for something in return when I give stuff away. This encourages the publisher (in this case that’s me) to add more value, I think.

Nils-Erik Jansson

Great post. Currently rebuilding our site and testing out a new content strategy where there is heaps and bounds of practical advice – like a legal-wiki for startups and tech (matches Category and Resources in your post). Will definitely try incorporate more of your suggestions to build a greater Iceberg!

Doctor Spin

Wow, a legal wiki for startups and tech! What a great idea, guys.

On another note, I hear great things about your company both here and there. Now that’s good PR — positive word-of-mouth. Keep it up.