What this means for your practice
Compare their audience, purpose and useful detail before deciding whether to merge or distinguish them. Preserve valuable information and choose a clear destination for retired content.
An example to discuss with your team
Follow an old link after the proposed consolidation and confirm the reader reaches the intended answer without a loop or an irrelevant destination.
What to discuss with your agency
Ask your agency to explain what each page adds. For example, a first-visit guide and a page about changing an appointment can remain distinct while referring to the same booking instructions. Where material is retired in a future review, agree its destination and check saved links rather than leaving readers at an error page.
Put the brief into practice
Compare pages by the reader's task, not only by overlapping keywords. Two articles may mention the same service while helping different people or answering different stages of a decision. Write a short purpose statement for each and use that to remove contradictory or unnecessary repetition. If both explain the same practical step, agree one maintained set of facts and link to it consistently. Keep useful detail on each page where it serves that page's audience.
Ask reviewers to follow the routes from a reader's point of view and note where instructions diverge. Where a later editorial decision genuinely retires material, plan the destination carefully and retain valuable information. Avoid sending an old specific link to an unrelated general page merely because it is convenient. Review the result after publication for remaining competing instructions in menus, downloads and old internal links. The goal is a clear answer wherever readers arrive, with ownership that prevents the versions drifting again.
How to check the result
Count competing pages remaining for the same audience task after the consolidation.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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