Can Informational Pages Still Earn Revenue?

Introduction

Yes, informational pages can still earn revenue, but usually not by behaving like product roundups in disguise. Their job is to answer earlier-stage questions, build trust, and move readers towards a buying page only when the next decision is genuinely clearer. In an affiliate website system, these support pages are not “filler” around the money pages. They are the pages that catch people before they know what to buy, explain the problem in terms they can use, and create a sensible route into comparisons, reviews, calculators, checklists, or buying guides.

That matters because affiliate marketing is paid on performance, not on attention alone: a publisher earns when referred visitors generate sales, leads, clicks, or other tracked actions under the programme’s rules. UK advertising guidance describes affiliate marketing as a performance-based arrangement where the affiliate is rewarded for customers attracted through their marketing, usually measured through clicks or sales. [ASA]asa.org.ukaffiliate marketingASAOnline Affiliate Marketing22 Mar 2023 — Affiliate marketing is a type of performance-based marketing where an affiliate is rewarded by… The practical challenge is therefore not just producing traffic, but designing pages that help the right readers take the next useful step.

Earlier-stage questions with later-stage value

An informational page is valuable when it answers a question that often appears before a commercial decision. A visitor searching “what size dehumidifier do I need?” may not yet be ready for a “best dehumidifiers” page. But the answer can reveal the buying criteria: room size, moisture level, running cost, noise, tank capacity, drainage options and budget. Once the reader understands those factors, a link to “best dehumidifiers for a damp bedroom” becomes helpful rather than forced.

This fits how people actually make buying decisions online. Google’s “messy middle” research describes the space between a purchase trigger and a final decision as a loop between exploration and evaluation, where shoppers gather information, compare options, narrow choices, and sometimes loop back again before buying. [Google Business]business.google.comAs people explore and evaluate in the messy middle, cognitive biases shape their shopping behavior and…Read more… Informational pages work best inside that loop. They help with exploration, then hand the reader to an evaluation page when the question naturally changes from “what does this mean?” to “which option should I choose?”

For affiliate sites, the strongest support pages are usually not broad encyclopaedia entries. They are pages that expose a choice. Useful patterns include:

• Definition pages with a buying consequence: “What is a dual-fuel towel rail?” should explain the term, then show when it matters compared with electric-only or central-heating-only models.
• Problem diagnosis pages: “Why is my mattress making my back hurt?” can separate likely causes, then link to mattress firmness guides, pillow guides, or replacement signs.

The common feature is that the informational answer changes the reader’s next step. A page about “history of tumble dryers” might attract curiosity, but it has weak buying-path value unless the site has a reason to connect that history to present-day product decisions. A page about “heat pump vs condenser dryer running costs” has much stronger commercial potential because the reader is already weighing trade-offs that affect a purchase.

The support page should earn the click before asking for it

A support page fails when it asks for an affiliate click before it has earned the reader’s trust. This is especially common on pages that answer a simple question and then immediately push a product table. If the reader came for a definition, a troubleshooting step, or a decision framework, a premature product block can feel like a detour.

The better mechanism is to match the link to the reader’s current level of certainty. Nielsen Norman Group’s work on information scent explains that users choose links based on cues that suggest what they will find next; vague or mismatched links make people less likely to continue. [Nielsen Norman Group]nngroup.cominformation scentinformation scent For affiliate pages, that means the internal link should name the next decision clearly. “See our full guide to the best quiet dehumidifiers for bedrooms” has stronger scent than “recommended products” because it tells the reader exactly why the next page is relevant.

A good informational page therefore works like a bridge:

For example, a page on “what is a HEPA filter?” should not simply list air purifiers with affiliate buttons. It should explain what HEPA means, what it does not mean, when filtration grade matters, and which other factors affect performance. Only then does it make sense to offer links such as “best air purifiers for allergies”, “air purifier CADR explained”, or “HEPA vs carbon filters”.

Internal links from guides to buying pages

Internal linking is where informational pages become part of a revenue system rather than a loose collection of articles. Search tools and SEO platforms often describe internal links as a way to help users and search engines understand site structure, find related pages and move through a site. [Ahrefs]ahrefs.comInternal Links for SEO: An Actionable GuideInternal Links for SEO: An Actionable Guide For affiliate websites, their commercial role is more specific: they move readers from question-answering pages into pages where affiliate offers are more appropriate.

The important design choice is not simply “add more links”. It is deciding which buying page each informational page should feed. A scalable system can classify support pages by the decision they unlock:

• Problem pages should link to solution-category pages.

Example: “How to stop condensation on windows” can link to dehumidifiers, window vacs, extractor fans, insulation guides, or hygrometers depending on the diagnosis.

• Feature pages should link to comparison or “best for” pages.

Example: “Are noise-cancelling headphones worth it?” can link to “best noise-cancelling headphones for commuting” or “ANC vs passive isolation”.

• Compatibility pages should link to filtered buying guides.

Example: “Which printer ink does my Canon printer use?” can link to cartridge guides, subscription ink comparisons, or compatible replacement pages.

• Maintenance pages should link to consumables, accessories, or replacement-decision pages.

Example: “How often should you replace a Brita filter?” can link to filter cartridge packs, jug comparisons, or alternatives.

• Terminology pages should link to beginner-friendly buying guides.

Example: “What does tog mean in duvets?” can link to “best duvets by season” or “summer vs winter duvet guide”.

This structure also avoids overloading every support page with the same generic money-page links. A page about “how long do cordless drill batteries last?” should not link to every drill article on the site. It should link to the pages most directly shaped by that issue: drill battery comparisons, spare battery availability, best cordless drills for heavy use, or buying a drill kit versus a bare tool.

The best affiliate links on support pages are often indirect

Informational pages can contain affiliate links, but the best revenue path is often indirect. A reader who asks “can I use an electric blanket with a memory foam mattress?” may need safety guidance and product limitations before any recommendation is appropriate. A direct affiliate link to a blanket may be less useful than a link to a carefully structured buying guide about safe electric blankets, mattress compatibility, and automatic shut-off features.

This is where page type matters. Google’s guidance for high-quality reviews says review content should provide useful evidence, comparisons and information that helps readers make decisions, and it notes that reviews often use affiliate links. [Google for Developers]developers.google.comSource details in endnotes. But an informational page is not always a review page. If the page has not assessed products, compared alternatives, or explained why one option fits better than another, it should not pretend to be making a recommendation.

A support page can still create revenue opportunities through:

The key is to treat monetisation as a sequence. First, answer the question. Then identify the decision that follows. Then link to the page that best handles that decision. The affiliate click should usually happen on the page where the reader has enough information to compare options.

When not to force affiliate links

Some informational pages should not contain prominent affiliate links at all. This is not a missed opportunity; it is often the difference between a trustworthy support page and a thin affiliate page. Google has long warned that affiliate sites need to provide significant added value rather than simply syndicating or repackaging content available elsewhere. [Google for Developers]developers.google.comSource details in endnotes. If a page is only loosely related to a product, adding affiliate links can weaken the page’s purpose and make the site look less useful.

There are several cases where forcing links is usually a mistake.

The query has no clear commercial next step.

A reader searching “what is relative humidity?” may be early in the learning process. A hygrometer or dehumidifier link could be relevant later, but the page should first explain the concept, healthy indoor ranges, and how humidity affects comfort, mould and materials.

The reader needs safety, legal, medical or financial caution before product choice.

Some topics require care because a product recommendation may be inappropriate without context. In these areas, support pages should avoid overstating benefits, making unverified claims, or using affiliate incentives to push a decision before the reader understands the risks.

The page is a reference page, not a decision page.

Glossaries, technical definitions, “what does this symbol mean?” pages and simple compatibility lookups may support the site’s authority and internal navigation without needing visible product boxes.

The commercial offer is weak or mismatched.

If there is no reputable merchant, poor stock, low-quality products, low commission, or a bad fit between the reader’s problem and available offers, the page should not be monetised aggressively. A weak offer can reduce trust and may send readers away from better internal paths.

The link would interrupt the answer.

Some pages need a complete explanation before the buying path appears. Interrupting a troubleshooting process with product buttons can make the article feel less helpful, especially if the reader has not yet confirmed that buying something is the right solution.

This restraint is also a compliance issue. UK advertising guidance says affiliate marketing content must be obviously identifiable as advertising where required, and that the nature of the content and the affiliate arrangement affect whether all or part of the content needs to be labelled. [ASA]asa.org.ukget yourself affiliated with the rules on affiliate marketingget yourself affiliated with the rules on affiliate marketing Amazon UK’s Associates guidance also says affiliates must include a legally compliant disclosure with affiliate links and identify themselves as Associates. [Amazon Associates]affiliate-program.amazon.co.ukAmazon Associates Amazon.co.uk Associates CentralAmazon Associates Amazon.co.uk Associates Central A support page that hides commercial intent inside neutral-looking advice risks both user distrust and regulatory problems.

How to decide which support pages are worth creating

Not every informational keyword deserves a page. In a high-volume website system, support pages should be prioritised by their ability to feed useful commercial paths, not just by search volume. The right question is: “What buying decision does this page make easier?”

A practical scoring model can use five checks:

For example, “what is the best thread count for sheets?” is stronger than “history of cotton bedding” for an affiliate bedding site because it turns into a buying criterion. It can feed pages about best cotton sheets, percale vs sateen sheets, cooling bedding, hotel-style bedding, and budget sheet sets. “What is an SDS drill?” is strong for a DIY tools site because it helps beginners distinguish between ordinary hammer drills and heavier masonry tools before comparing products.

This is also where informational pages help with cluster expansion. A successful support pattern in one category can be adapted across related categories: “what size X do I need?”, “X vs Y”, “is X worth it?”, “how long does X last?”, “can X be repaired?”, “when should I replace X?” and “what features matter for X?” The page template can be standardised, but the answer must still be specific to the product category. Standardisation should improve consistency, not create generic filler.

Matching page format to the reader’s uncertainty

The best support page format depends on what the reader is uncertain about. A definition query needs a different structure from a troubleshooting query, and both differ from a compatibility question. Treating every informational page as a blog post wastes commercial potential because it hides the buying path inside prose.

Useful formats include:

Explainer plus next-step guide.

Best for questions such as “what is induction hob boost mode?” or “what does SPF mean in moisturiser?” The page should define the term, explain when it matters, correct common misunderstandings, and link to buying pages shaped by that feature.

Decision tree.

Best for “do I need X or Y?” questions. A decision tree can guide the reader from symptoms or use cases into the right category page. For instance, “portable air conditioner or dehumidifier?” can split readers by heat, humidity, room type, noise tolerance and running cost.

Calculator or sizing table.

Best for size, capacity, wattage, tog rating, lumen output, storage size, battery runtime or coverage area. These pages often feed high-converting “best for room size” or “best for household size” guides.

Troubleshooting path.

Best for repair-versus-replace decisions. A page on “washing machine smells musty” can separate cleaning steps from cases where the reader may need cleaning tablets, replacement seals, drain hoses or a new appliance.

Comparison explainer.

Best for confusing alternatives such as “ceramic vs tourmaline hair straighteners”, “mesh Wi-Fi vs extender”, or “cordless vs corded vacuum”. The page should avoid declaring a universal winner and instead map each option to use cases.

Baymard’s ecommerce UX research repeatedly highlights that product finding depends on users being able to navigate, search, filter and evaluate products effectively; its benchmarks show many ecommerce sites still perform poorly on product list and search UX. [Baymard Institute]linkedin.comBaymard Institute Affiliate support pages can reduce that burden before the reader reaches the merchant by clarifying the category, narrowing the choice set, and explaining the filters that matter.

What to measure on support pages

A support page should not be judged only by affiliate clicks. If the page is earlier in the journey, its job may be to move readers deeper into the site, not to convert immediately. The right measurements depend on the intended step.

Useful metrics include:

This is where informational pages become useful to a website generation system. A system can learn that “X vs Y” pages may feed comparison pages well, while “what is X?” pages may work better as hub-entry pages. It can learn that sizing pages often produce strong buying-guide clicks, while history or trivia pages may attract traffic without commercial movement. The point is not to eliminate all low-converting pages, but to know what role each page type is supposed to play.

The trust problem with informational affiliate content

Informational affiliate pages have a built-in tension: readers arrive for help, while the publisher may earn from recommendations. That tension is manageable when the page is transparent, useful and properly linked. It becomes a problem when neutral-sounding advice is shaped mainly around commission.

Disclosure matters because affiliate content can otherwise look like ordinary editorial content. The US Federal Trade Commission’s endorsement guidance answers common questions for bloggers, advertisers and creators, while UK ASA guidance requires affiliate marketing to be identifiable where the commercial relationship affects the content. [Federal Trade Commission]ftc.govs endorsement guides what people are askings endorsement guides what people are asking Research on affiliate disclosures on YouTube and Pinterest found low disclosure rates and found that users often failed to understand short, non-explanatory disclosures, showing why clear wording is more useful than vague labels. [arXiv]arxiv.orgSource details in endnotes.

For public-facing affiliate websites, this creates a simple rule: disclosure should not be treated as a footer technicality. If a support page includes affiliate links, the reader should understand that the site may earn a commission and still be able to see why the recommendation or internal link is relevant. Clear disclosure and useful page design support each other. A page that explains its commercial relationship plainly and then gives careful, specific guidance is more credible than one that hides affiliate intent behind vague “recommended” buttons.

A practical support-page model

A strong informational page that feeds buying paths can follow a repeatable model without feeling formulaic:

1. Answer the query directly.

Start by resolving the reader’s immediate uncertainty in plain language.

1. Explain why the answer affects buying.

Connect the information to product type, feature choice, size, compatibility, safety, running cost or suitability.

1. Separate cases.

Show when different readers should make different choices. This prevents forced one-size-fits-all recommendations.

1. Introduce the next decision.

Use a clear bridge such as “Once you know the room size, the next choice is capacity and noise level.”

1. Link to the right commercial page.

Send readers to the most specific buying guide, comparison, review or tool, not a generic category page unless that is genuinely the best next step.

1. Avoid over-monetising the page.

Use affiliate links only where the page has enough context to support them. Otherwise, use internal links to pages designed for product selection.

1. Measure the path, not just the page.

A support page may be successful because it improves commercial-page conversion, even if it does not generate many direct affiliate clicks itself.

This model keeps informational pages in their proper role. They are not diluted product pages, and they are not traffic pages with no revenue purpose. They are guided entry points into a decision system.

Why support pages are worth scaling

Informational support pages are worth scaling because they create more routes into buying decisions. They catch readers who are not ready for a product roundup, help them understand the criteria, and then send them towards pages where affiliate links are more relevant. Done well, they improve user flow, strengthen topical coverage, and increase the number of commercially useful journeys through the site.

The pattern is especially valuable in complex categories where readers do not know the right product type at the start. Home appliances, DIY tools, software, fitness equipment, baby products, pet care, personal finance tools and outdoor gear all contain early questions that shape later purchases. A site that only publishes “best X” pages competes at the most crowded point of the journey. A site with strong support pages can meet the reader earlier, earn trust, and guide the decision before the final comparison begins.

The central rule is simple: an informational page earns revenue by making the next commercial decision easier. It should not force affiliate links into every answer. It should create a clear, useful path from “I need to understand this” to “I now know what kind of product, comparison, or guide I should look at next.”

Amazon book picks

Further Reading

Books and field guides related to Can Informational Pages Still Earn Revenue?. Use these as the next step if you want deeper reading beyond the article.

Book

They Ask, You Answer

By Marcus Sheridan

Directly supports creating informational pages that answer buyer questions and lead naturally to revenue pages.

See on Amazon

Book

Everybody Writes

By Ann Handley

Helps turn support pages into genuinely useful content rather than disguised product pitches.

See on Amazon

Book

Building a StoryBrand 2.0

By Donald Miller

Informational pages need to connect reader problems to the next useful commercial step.

See on Amazon

Book

Content Inc.: How Entrepreneurs Use Content to Build Massive...

By Joe Pulizzi

Explains how useful content can build an audience before monetisation.

See on Amazon

Browse more on Amazon: They Ask, You Answer Everybody Writes Building a StoryBrand 2.0

As an Amazon Associate I earn from qualifying purchases.

eBay marketplace picks

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Endnotes

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Additional References

1. Source: ftc.gov
   Link: https://www.ftc.gov/business-guidance/advertising-marketing/endorsements-influencers-reviews

2. Source: iab.com
   Link: https://www.iab.com/wp-content/uploads/2016/11/IAB-Affiliate-Marketing-Handbook_2016.pdf

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   Link: https://britexotics.co.uk/affiliate-disclosure

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   Link: https://www.bigcommerce.co.uk/articles/ecommerce/affiliate-marketing/

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   Link: https://www.innovationvisual.com/knowledge-hub/knowledge/mapping-content-for-different-stages-of-buyer-journey

6. Source: geniuslink.com
   Link: https://geniuslink.com/blog/amazon-affiliate-disclosure-guide/

7. Source: iubenda.com
   Link: https://www.iubenda.com/en/blog/amazon-affiliate-disclosure-example/

8. Source: wpvip.com
   Link: https://wpvip.com/resource/content-marketing-funnel-guide/

9. Source: nngroup.com
   Link: https://www.nngroup.com/videos/better-link-labels/

10. Source: taylorfrancis.com
    Link: https://www.taylorfrancis.com/chapters/edit/10.4324/9780203047613-14/consumer-decision-making-prepurchase-information-search