Most businesses' Pinterest profiles start like this: a board called "Ideas", one called "Products" and dozens of pins in no order. The result is that neither the viewer nor Pinterest understands what the page is for. In this article we fix the structure: what a pin is, how boards should be arranged and what makes a good pin.
If your account isn't ready yet, start with creating a Pinterest account. There's also an overview of all the parts in the complete Pinterest guide.
What's the difference between a pin and a board?#
- A pin is a single piece of content: an image or video, with a title, a description and (if you want) a link to a page on your site.
- A board is a topical collection of pins, like a folder or a shelf.
- A section is a subdivision inside a board that keeps related pins together.
A board works like a category page on a website. The clearer its topic, the easier it is for Pinterest to show its pins for the right searches.
Start boards from the customer, not from yourself#
A common mistake is building boards around your business's internal structure: "Spring Catalog", "Finished Projects". Customers don't search for these. Build boards around what people are looking for.
| Weak | Better |
|---|---|
| Ideas | Small living room decor ideas |
| Products | Handmade birthday gift ideas |
| Blog | Logo design tutorials for new businesses |
| Projects | Packaging design portfolio |
The general rule: a board name should be a phrase someone would type into Pinterest's search bar. Write the board description briefly and naturally and include two or three related phrases; stuffing it with repeated words doesn't help. The details are in Pinterest SEO.
How many boards, and in what order?#
Three to six boards are enough to start. Give each board about ten to fifteen pins so the profile doesn't look empty. Then expand based on performance. A few practical tips:
- Create one main board for each product line or service.
- Have a board for your site's tutorials and articles, since those pins bring visits.
- Create an inspiration board for your brand's atmosphere and style, which helps convey your business's personality.
- Hide or archive irrelevant or old boards instead of deleting them and losing their analytics.
If a board is too broad, divide it with sections. For example, in a "Home decor" board, create sections for kitchen, bedroom and entryway.
What makes a good pin?#
A pin has to be clear at a glance, because the user is scrolling fast.
- A clear vertical image: a ratio of about 2:3 is common. Busy, low-quality images get ignored.
- Short text on the image: if you put a title on the image, keep it legible and brief.
- A useful title and description: the title says what the pin is about and the description is a natural sentence.
- The right destination link: the pin should lead to a page that delivers on the image's promise, not just your homepage.
- Visual consistency: a steady color, font and style make your profile familiar.
If a pin promises something the destination page doesn't show, the user bounces, and that behavior isn't good for your credibility.
Fresh pin or re-save?#
Pinterest generally values fresh pins, meaning a new image and link, more than repeating an old image on the same board. That doesn't mean your earlier content is worthless. You can pin an old article again with a new design. What to avoid is publishing several nearly identical versions of one image in a row.
Regular maintenance#
Once a month, review your boards: move weak pins off your main board, fix the order and rethink any board nobody sees. Pin analytics show which topics work better. Read how to interpret them in Pinterest analytics.
A practical example#
Say you have a small shop selling handmade candles and home decor. Instead of boards like "Products" and "Photos", build a structure like this: a board called "Candle decor ideas" with sections for dining table, bedroom and entryway; a board called "Handmade gifts for occasions" with sections for birthdays, anniversaries and holidays; and a board called "How to make candles at home" whose pins link to articles on your site. Each board answers a real search, and each pin leads to a related page.
Next, choose a signature pin for each board and make the board cover from that image so the profile looks uniform. If a board gets no impressions after a few months, rather than keeping it as dead weight, rethink its topic or move its pins to a closer board.
Three habits that keep a profile professional#
First, visual consistency: use one color palette and one font for your main pins so viewers recognize you after two or three pins. Second, a short description for each board: even two sentences, because it tells viewers what the board offers and clarifies the topic for Pinterest. Third, removing low-quality pins: a pin with a blurry image or a broken link lowers the credibility of the whole board. Every few months, click through the links of your important pins and make sure they still reach the right page, especially if you've changed your site's page addresses.
Summary#
- A pin is a unit of content, a board is a topical shelf and sections are subdivisions of a board.
- Build board names from customer searches, not your business's internal structure.
- Start with three to six focused boards and expand based on analytics.
- A good pin is vertical, legible and links to a relevant page.
- Review and maintain your boards every month.
