1. Site selection

For this assignment, I have selected the WPML website, http://wpml.org

2. Identification of an important page

I have chosen the Purchase Page: https://wpml.org/purchase/. This page clearly qualifies as "important”:

• It is the main conversion page and drives revenue. 
• It targets high-intent users
• It is a critical step in the funnel: evaluation => purchase

3. Diagnosing the links and suggested fixes

Before we proceed with analysing the pages, let us establish a guiding principle. All links must align with the user’s position in the funnel and guide them to the next logical step.

 

The funnel: Problem => Understanding  => Evaluation  => Decision  => Purchase.  In practice, users can jump:

• Blog  => Pricing (high intent)
• Homepage  => Buy (very high intent)
• Docs  => Features  => Pricing

It is more like a network than a straight line

The WPML funnel is well-defined. However, the transition from consideration to decision is not consistently reinforced through contextual internal linking. Here, a useful approach would be to guide users from feature-focused pages and exploratory content (such as the tour and demo) towards pricing.

• Home Page

Diagnosing the links

The home page is the most authoritative on the entire site. Every link from it to the Purchase page is crucial.

The page features two CTA buttons that direct users to the Purchase page, both well placed, along with the Purchasing tab in the menu. It mainly relies on conversion-focused entry points rather than on contextual internal links. There seem to be limited contextual links to the Pricing page. 

Feature sections do not guide users towards pricing when their intent shifts from understanding to evaluation. These moments are ideal for introducing pricing, but if they don’t link to it later, the user journey breaks down.

Moreover, if pricing mainly relies on “Buy and Download”, it overlooks signals such as “WPML pricing” and the “cost of multilingual WordPress”. That is a subtle but genuine SEO gap that is easy to fix.

Suggested fixes

1. Hero section: consider adding a secondary CTA button with the text " View WPML pricing and license options " => link to Purchase. While it is nearly as effective, it better aligns with user intent and search language.
2. After major feature sections (especially AI Translation and Multilingual SEO) — Add a contextual CTA like: "Ready to unlock unlimited AI translation/ perfect multilingual SEO? => Compare plans". This passes authority to the Purchase page and aligns with emerging user intent.

• Features Page (wpml.org/features/)

Diagnosing the links

This is another authoritative page, which is likely to be frequently visited by users. The page covers everything that encourages purchasing. However, there seems to be nothing on the page that directs them to the Purchase page.

 

Suggested fixes

I suggest placing several contextual links on the page, following respective features. 

 One such place is after AI Translations – Human Quality, Machine Cost and Speed. The text should read “See which plans include those features”.

The next one is Multilingual & Multicurrency E-Commerce. The text should read “Want to run your e-shop in several languages? See WPML pricing options.”

These two match user intent and help pass strong authority to the Purchase Page.

• AI Automatic Translation for WordPress Page (https://wpml.org/documentation/automatic-translation/)

Diagnosing the links

There is a link to another page that explains the cost of credits (Learn more about credit pricing). However, there is no link to the Purchase page from that page. At this stage, a segment of users may have strong purchase intent.

Suggested fix

I suggest placing a contextual link at the bottom of the section “Option 2. Pre-paid credits”. “Ready to make your decision? See our pricing plans”.

This aligns with users whose intent has moved from understanding cost to evaluating plans.

• WPML Tutorial Page (https://wpml.org/documentation/getting-started-guide/)

Diagnosing the links

A thorough set-up guide page. However, it may well be visited by users who are yet to purchase the software, and may want to see how easy (or difficult) the process is.

Suggested fix

That part of the audience may be directed to the Purchasing Page by a contextual link, placed at the bottom of the page: “Do not have a license yet? See WPML pricing plans”.

The link provides a natural transition for users whose evaluation leads them toward purchase.

• Purchase Page (https://wpml.org/purchase/)

Diagnosing the links

At this stage, when users are evaluating options, it is helpful to give them a chance to assess the cost of automatic translation itself, alongside the license cost.

Suggested fix

Insert a link to automatic translation pricing  (https://wpml.org/documentation/automatic-translation/automatic-translation-pricing/) above the link to the Features Page as follows:

“Want to weigh your Automatic Translation costs?”

This link improves user decision-making while reinforcing the relationship between licensing and usage-based costs.

Recap

Internal linking is not only a technical SEO tool, but a mechanism for aligning content with user intent.  It ensures users move from understanding to evaluation, and the relevant pages are naturally discoverable.

In a real scenario, these assumptions would be validated using analytics data.