Quick answer: Every guide should link once with descriptive anchor text to the service page you want to rank, and once to contact.
Stop linking everything to Home. Point supporting guides at the page that takes the enquiry. This guide is written for businesses in the UK and Kent, Surrey and Greater London.
Write the anchor
Use the phrase a human would click. Not click here.
Hub and spoke
A service hub links out to guides; guides link back. That is enough architecture.
Kill orphans
If a URL is only in the sitemap, it is barely a page.
Next
See our structure or get a link map.
Frequently asked questions
How many internal links per page?
As many as are useful. Ten thoughtful beats fifty random.
Should I exact-match every time?
Vary naturally. One clear match is enough.
Footer links?
Useful for humans. Editorial links in the body carry more meaning.