You have a list of integrations. You have time to write one good page. Which one gets the slot?
Start with the connection customers actually need to make, then ask whether you can help them complete it. A useful integration page explains a real workflow, shows what works, and admits what doesn't. That gives a buyer a reason to visit whether they find you through Google, an AI answer, or your help center.
Here's a practical way to choose the next page without turning your integration directory into a collection of logos.
What are customers trying to get done?
“Connect our CRM to our email tool” is a starting point. “Send a welcome email when a qualified lead becomes a customer, without emailing existing customers twice” is a brief you can write from.
Look for those details in support tickets, onboarding calls, site searches, and sales questions. Remove names and private account information before sharing examples with a writing tool. Record the task, the systems involved, the sticking point, and the evidence that more than one person cares about it.
Search data can help you check demand. So can the questions you track in AI answers. Neither tells the whole story: a low-volume setup problem may matter a great deal to the people who are ready to buy.
Score the opportunity before you write
Use this simple editorial scorecard. It's a planning aid, not a formula for predicting AI citations. Give each item zero, one, or two points:
- Customer demand: no evidence, an isolated request, or repeated requests from the audience you serve.
- Product fit: unsupported, possible with important caveats, or supported and tested.
- Helpfulness gap: the existing page already answers the question, needs an update, or leaves a significant problem unresolved.
- Available proof: only marketing claims, partial documentation, or a tested workflow with screenshots and a named owner.
- Business relevance: peripheral interest, useful engagement, or a task tied to activation, retention, or a qualified buying decision.
For a hypothetical example, an accounting integration with repeated onboarding questions and a working setup guide may deserve attention before a famous partner whose connection customers rarely use. The brand name on the logo isn't the deciding factor.
Don't let the total override a serious limitation. If the integration doesn't work, publishing a convincing page about it won't solve the customer's problem. Fix the product or document the workaround honestly first.
Update an existing page when it can do the job
Before creating a new URL, check your integration page, documentation, and help articles. Is there already a page that should answer this question? Improving it can save readers from choosing between several almost identical results.
Give each page a clear role. A product page can explain fit and outcomes. A setup guide can handle permissions, field mapping, and troubleshooting. Link them together at the point where the reader needs the next step.
This is also where search intent becomes useful: someone deciding whether a connection exists needs a different answer from someone debugging it at five o'clock on Friday.
Write the page around one complete workflow
Open with what the integration does, who it's for, and any important requirement. Then walk through the job in the order a customer would do it.
- List the accounts, plans, and permissions required.
- Explain which data moves, in which direction, and when.
- Show the setup using the current interface.
- Describe a successful result so the reader can check their work.
- Cover likely errors, known limits, and where to get help.
Specifics earn their place here. If only new records sync, say so before the instructions. If an administrator must approve access, put that requirement near the top. Don't bury the catch after the call to action.
Have someone who owns the integration run the steps in a test account. Note when they checked it. Use real screenshots with sensitive data removed. If you can't verify a step, don't present it as a tested instruction.
Make it findable, then see whether it helps
Add a descriptive link from the integration directory and relevant product or help pages. Use readable headings and keep essential instructions in text. Google's guidance for AI features emphasizes familiar SEO foundations; it doesn't require special AI schema.
Once the page is live, measure the result against its purpose. Are customers finding it? Do they finish setup? Are the same support questions becoming less common? Search impressions and relevant visits are useful alongside those outcomes.
You can also track a small, consistent set of workflow questions in WildSEO and inspect whether the page appears in cited sources. Our guide to measuring AI share of voice explains how to keep that comparison meaningful. A citation is an observation to investigate, not proof that the new page caused a buying decision.
Pick one integration, solve one real task well, and give the page an owner. That leaves you with something more valuable than another logo: a page a customer can actually use.
