tips for an optimal website structure

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Anyone driving through an unfamiliar country needs to be able to rely on their navigation system. This applies not only to real life, but also to the virtual world: A visitor who needs to find their way around your website relies on an optimal website structure. This is essential and determines whether they want to stay on your website—or not.



The website structure forms the basis for the sitemap and navigation. Some also refer to it as a page tree because it organizes content thematically and hierarchically, like a family tree or organizational chart. This allows visitors to find specific content within a large product range. For example, an online store might organize its product range into pants, jackets, shirts, T-shirts, etc., so that you as a customer know where to look for your favorite shirt.



Creating an optimal website structure for your company isn't always easy. You've probably already gathered all the information and content for your new website, and now you're wondering how to turn this mountain of information into a clear and well-structured website that your target audience can easily navigate and that meets your needs and goals.



Through my own work and conversations with clients and colleagues, I know what can be problematic. The following tips can help you create an optimal website structure.



1. Keep it smart and simple


The simpler and more understandable the website structure is, the easier it is for users to navigate. Don't try to reinvent the wheel when structuring and naming topics. Use common terms when naming pages and sections. It helps users a lot if you avoid well-intentioned euphemisms. For example, it can be confusing if you label the contact information page "Now we should talk" or "We're here for you." Simply call the page "Contact," as this has become a convention and is immediately understood.



The same applies to the structure of the topics. Ideally, there should be a few sections and navigation points per level. This allows the user to quickly and clearly grasp the navigation options available. For example, five main navigation points, each containing five subnavigation points, already link to 25 pages.



Users should reach their destination as quickly as possible. For this reason, choose a manageable number of main and subcategories, name them as descriptively as possible, and avoid overly nested levels. The user should reach the last level of your structure in two clicks.



2. Keep your goals in mind


When designing a website structure, it's easy to get lost in the details. It often helps to focus on the goal and ask yourself which aspects will promote success and which won't. Do you want more traffic, search engine visibility, or conversions? Is your website a lead-generating tool ? Or do you simply want to present yourself well online? Always keep your goal in mind. The success france phone number data of a website depends on achieving goals.



3. Think from the user’s perspective


Define buyer personas . This will give you a concrete idea of ​​the typical buyer or user you want to address. This will make it easier for you to develop an optimal website structure for prospects, leads, and customers. You should also define user journeys. Be aware of where your target audience is on their customer journey when they visit your website.



4. Consider different entry points


In the past, companies put a lot of heart and soul into their homepages – subpages were merely secondary. But these days, many visitors never even see the homepage. Users no longer just search for generic terms; they treat Google like a human being. They ask the search engine specific questions, and it understands these questions and displays search results that provide a direct answer. With just one click, for example, the user can go directly to a subpage. Meaningful links on the subpage ideally direct the user to other relevant content on your website, which in turn offers specific added value.