A Beginner’s Guide to Website Architecture

Advantages of a well-structured website  

Your website is at the heart of your digital marketing strategy. Whether posting on social media, sending emails, or running ads, all paths lead to your site. That’s why getting its structure right is so important. Here’s how a well-structured site architecture benefits you.  

• Helps search engines find you: A clear structure makes it easier for search engines like Google to understand and rank your site so more people can find you online.
• Gives all your pages a chance to shine: Good website architecture helps share ranking power across your site, supporting your search engine optimization (SEO) efforts.   
• Keeps visitors happy: A well-designed website structure helps people find what they need and keeps them on your site longer.
• Leads to more sales and signups: People are more likely to take the next step when it’s easy to find your products or forms.
• Makes updates easier: Adding new pages or changing things is simple when your site is well organized.

With a proper website structure, everything seems to click in place. Visitors find what they need, search engines understand your content, and you can achieve your online goals.

Flat vs. deep website architecture

When designing your site’s structure, you have 2 main approaches to consider. A flat website architecture lets visitors reach most pages within just a few clicks from the homepage. A deep website architecture creates longer paths through multiple levels of pages.

Flat architecture usually works better for most websites. It helps visitors find content quickly and makes it easier for search engines to discover all your pages. When pages are buried too deep, they are harder to find and maintain.

However, a deep structure can work well for large websites like Amazon or The New York Times. These sites have thousands, even millions of pages, and a deep structure helps organize that content into logical categories and subcategories.

Site structure types and their applications

Flat and deep architectures are just the starting point. Within these approaches, you have 4 main website structure types to consider.  

Hierarchical structure

The hierarchical structure is the most common. This structure looks like a pyramid or a family tree. It starts with a homepage at the top, then branches into primary sections before finally splitting into more specific pages.

You might use this structure for websites with a clear content hierarchy, such as:

• E-commerce sites: Starting broad with categories like Electronics or Toys, then breaking down into more specific products
• News websites: Organizing content into sections like World News, Sports, and Entertainment, each with their own subsections
• Corporate websites: Dividing content into areas like About, Products, and Contact, with detailed pages under each

Let’s look at a real example: An e-commerce site might start with its homepage showing featured items. From there, shoppers can click into Men’s Clothing, narrow their search down to Shirts, and finally land on Casual Button-Downs. Each click takes them to a more specific group of products until they find precisely what they want.

Linear structure

In a linear structure, a website’s pages connect one after another in a sequence. Visitors move through your content in a specific order, with each page leading naturally to the next.

You might use this structure when you need to guide people through content in a particular order, such as:

• Online courses: Taking students from basic concepts to advanced topics
• Product tutorials: Walking users through features and setup procedures
• Checkout processes: Moving shoppers smoothly from cart to payment to confirmation

Ready for an example? Imagine someone’s learning to code online. The course starts with Introduction to Coding, then moves to Variables and Data Types, followed by Control Flow. Each lesson builds on what visitors have learned before.

Matrix structure

A matrix structure allows users to navigate between pages based on their interests and needs. Instead of following a strict path, visitors can explore content through interconnected links.

You could use this structure for websites that want to encourage exploration, such as:

• Portfolios: Connecting project examples with related case studies and client testimonials
• Knowledge bases: Linking related help articles and resources to help solve problems
• Content-rich blogs: Guiding readers to relevant pages and topics they might enjoy

For example, let’s say a travel website has an article titled “The Best Beaches in Thailand.” This page could link to related content like “Thai Street Food Guide,” “Bangkok Travel Tips,” and “Thailand Visa Information.” This setup allows users to follow their interests and discover content naturally.

Database structure

The database structure relies on a database to store and organize content. Instead of clicking through fixed paths, visitors can search and filter for exactly what they need.

You might use this structure for websites with lots of changing content, such as:

• Large online stores: Helping shoppers sort through thousands of products using filters like price, brand, or features
• Social media platforms: Organizing constantly updating posts, photos, and conversations
• Real estate listing websites: Letting house hunters search by location, price range, and number of bedrooms

Let’s take a real estate website as an example. Rather than browsing through a million pages, visitors can use search filters to narrow their options. They can select a location, set a price range, and even choose specific features like a garage or pool. This makes finding exactly what they’re looking for easy without wasting time. 

Building blocks of a good site structure

Now that you understand the various site structure types, let’s explore the key parts that make them work. Whether you choose a hierarchical, linear, database, or matrix structure, these building blocks form the foundation of an effective website.

Homepage

Your homepage acts as your website’s front door. It’s the first impression for most visitors and often the entry point to the rest of your site.

A well-designed homepage should do several things:

• Communicate your purpose: Make it clear what your site is about and what you offer. Visitors should be able to understand this within seconds of landing on your homepage.  
• Guide visitors forward: Highlight the actions you want visitors to take. Whether buying a product, reading an article, or getting in touch, these paths should be obvious and inviting.  
• Provide easy navigation: Include clear menus and links that help visitors explore your site without frustration.  
• Build credibility: Use trust signals like testimonials, awards, or professional design elements to show visitors they’re in the right place.
• Look appealing: Aesthetics matter. Your homepage should look nice and reflect your brand identity.

Remember, your homepage sets expectations for everything else. Visitors who have a good experience here are more likely to explore your site deeper.

Content categories and subcategories

Content categories are essential for organizing your website and helping visitors find what they need. When creating a website, you’ll want to create clear categories that serve as main headings to group-related content. For example, a website that sells outdoor gear would have main categories like Camping, Hiking, and Climbing.

Each main category then needs subcategories that break a topic down further. So, under Camping, you’d include subcategories like Tents, Sleeping bags, and Cooking gear. This structure lets users quickly find the products they need without searching through everything.

When you structure your site this way, you create a parent-child relationship between pages. Your primary category page, Camping, serves as the parent page, while subcategories like Tents and Sleeping bags are the child pages.

Intuitive navigation menus

Navigation menus are like roadmaps for your website, guiding visitors to different sections and pages. They usually appear as a list of links at the top of the page (the header menu) or sometimes in the sidebar.

The header menu should feature your most important pages, including the homepage, about, and contact pages. To avoid overwhelming visitors, keep your header menu concise with no more than 7 main items.

If you have a lot of content, you can use dropdown menus to organize subcategories under those main headings. You can place pages that are less frequently accessed in the footer menu.  

On mobile devices, your website might display a hamburger menu. This 3-line icon expands to reveal the full menu when tapped, keeping the interface clean and easy to navigate.

Convenient search bar

A convenient search bar helps users quickly find specific content on your site. Place it prominently in your header where visitors expect to see it, typically in the top right corner. Make sure it’s visible and accessible from every page.

A search function is essential for larger sites with lots of content or products. It saves people time and prevents them from getting frustrated if they can’t find what they need using your navigation menus. But here’s another cool thing about search bars: They can teach you a lot about your website.

By looking at what people are searching for, you can get valuable insights into what consumers expect to see on your site or what they’re having trouble locating. This information can help you improve your website’s content and structure.

Clear URL structure

Your website’s URLs are the addresses for each of your pages. Just like a street address tells you a building’s location, a URL tells visitors and search engines where they are on your website.

Good URLs are easy to read, type, and remember. They use simple words instead of confusing numbers and symbols. For example, rather than using www.example.com/pageid=456&category=789, structure your URL as www.example.com/products/blue-widgets. This immediately shows users they’re looking at blue widgets in the Products section.

Sometimes, it’s better to skip the subdirectories. If you have a page important enough to stand on its own, put it directly under your main domain. For instance, instead of www.example.com/about-us/our-mission, use www.example.com/our-mission.

Strong internal linking structure

Internal links connect pages on your site, allowing visitors to explore related topics with the click of a button. Good internal linking prevents orphan pages with no links pointing to them from elsewhere on your site. They also improve the user experience by helping visitors discover related content.

Internal links work best when they flow naturally within your content. For example, when reviewing a smartphone, you could link to your detailed camera test results or battery life analysis when discussing those features.

Just be sure to use descriptive text in your internal links so visitors know what to expect when clicking. For example, instead of using Click here, link directly to phrases like Camera test results or Battery life analysis.

Breadcrumb navigation

Breadcrumb navigation shows users where they are in your website hierarchy. It displays the path from your homepage to their current location, usually near the top of each page.

For instance, breadcrumbs might show Home > Electronics > Smartphones > iPhone 16 on a product page. This trail shows users they’re on the iPhone 16 page within the Smartphones category of the Electronics section.  

Each level in the breadcrumb trail is clickable, letting users quickly jump back to any previous section. Someone viewing an iPhone could easily explore other smartphones or browse all electronics without using the main menu.

Consistent site design

Design consistency means maintaining the same look and feel across your entire website. Without it, visitors might waste time figuring out each new page or wonder if they’ve accidentally left your site.

To maintain design consistency, keep your fonts, spacing, and layouts similar throughout your site. Place key elements like your header, navigation menu, and footer in the same place on every page. When visitors know exactly where to find things, they can navigate your site confidently.

Your color scheme, image styles, and button designs should stay consistent. This visual unity makes your site feel polished and professional, helping visitors trust your brand.

XML and HTML sitemaps

Sitemaps help search engines and users find all the pages on your website. XML sitemaps tell search engines about your pages, while HTML sitemaps help users navigate your site.

XML sitemaps are files that list all the pages on your website. They provide information about each page, such as its URL, when it was last updated, and how often it’s changed. This information helps search engines crawl and index your site more effectively.

HTML sitemaps provide visitors with a complete overview of your site’s content. Usually linked in the footer, they show your site’s organization and let users quickly find specific pages. They work much like a detailed table of contents for your website.  

How to create and improve your website structure

Creating a solid website structure is like building a house. You need a plan, the right tools, and a bit of patience. This step-by-step guide will walk you through the process, from laying the foundation to putting on the finishing touches.

Step #1: Conduct a website content audit

Before changing your website structure, analyze your current content to find what’s working and where to improve. Look for common issues like:

• Orphan pages
• Content gaps
• URL structure issues
• Empty or mislabeled categories
• Pages buried too deep in your site
• Multiple pages targeting the same keywords
• Duplicate content
• 404 errors

While you can review your site manually, using a tool like Semrush makes this process faster and more thorough. It will scan your entire site to find issues you might miss.

Step #2: Define your goals and target audience

Now, it’s time to think about the bigger picture. What do you want to achieve with your website? Who are you trying to reach?

Think about your website’s purpose. Is it to:

• Sell products or services?
• Generate leads and build your email list?
• Share information and build a community?
• Promote your brand and increase awareness?

Then, consider your target audience. Who are they? What are their interests? What are they looking for on your website?

The answers to these questions will guide your decisions as you restructure your website. You’ll want to ensure your website helps you achieve your goals and appeals to your ideal visitor.

Step #3: Research your market and competitors  

Studying your competitors’ websites helps you understand what works in your industry. You want to know how they organize their content, structure their navigation, and present their products or services.

Pay close attention to common patterns. Are most sites using large dropdown menus? Do they organize products by category or use case? Learning from what others are doing can give you valuable ideas for your own website.

But also think about how you can stand out. Maybe you can offer a more user-friendly navigation system or present your content uniquely. The goal is to learn from the best while creating a website that reflects your brand.

Step #4: Design your site architecture

Next, plan how you will organize and connect your content. Use your research to map out your main content categories and how pages will link together.

Consider using a pillar-cluster model, where pillar pages provide broad overviews of main topics and cluster pages go into more detail. For example, a pillar page about car repair might connect to cluster pages covering engine maintenance, brake systems, and electrical troubleshooting.

Your structure should be logical and easy to scale as you add new content. Remember to limit how many clicks it takes users to find what they need.

Step #5: Plan your navigation framework

Using your site’s information architecture plan, create a visual sitemap showing how your different pages connect. You can sketch this by hand or use tools like Lucidchart, Slickplan, or Miro.

Map out the relationships between your main categories and subcategories. Then, design your navigation menus with clear labels that match these categories. Use dropdown menus to organize subcategories without cluttering your main menu.

Don’t forget to make key pages like your homepage and contact information accessible with a single click from anywhere on your site. Test your plan by following common user paths. Can visitors quickly find what they need? Good navigation should feel intuitive, with precise destinations for every link.

Step #6: Build your website structure   

With your planning complete, you can now create your website structure. Begin by choosing a content management system (CMS) like Wix. Pick a theme that matches your planned layout and will maintain consistent design throughout your site.  

Build your essential pages, beginning with your homepage and main category pages. Add engaging content and images to each page, structuring information with a clear visual hierarchy. Remember to include descriptive alt text with your images.  

Once your core content is in place, connect everything together. Set up your navigation menus, add breadcrumb trails, and create internal links between pages. Add a search bar to help visitors quickly find specific content.

Keep testing as you build to ensure everything works smoothly. Check that the site’s pages load quickly and that navigation feels natural. When everything is working well, launch your site.

Step #7: Set up technical infrastructure

With your website up and running, you can now focus on the technical elements that help it run smoothly. Start by installing an SSL certificate to secure your site and add the https:// to your domain.

Create XML and HTML sitemaps to help search engines index your content and visitors navigate your site. Add a robots.txt file to your root directory to tell search engines which pages to crawl. Then, use Google Search Console to verify your site and test your technical setup.

Install analytics tools to monitor how people use your site, including which pages they visit most and where they might get stuck. Finally, set up regular backups to protect your content from technical issues.

Key takeaways

• Website architecture is key: It’s the backbone of your website, impacting everything from user experience to search engine rankings.
• Good structure benefits everyone: Visitors can easily find what they need, and you’re more likely to achieve your website goals.
• Most websites use a hierarchy: Websites are organized like a family tree, with main categories splitting into more detailed subcategories.
• Consider your goals and audience: Think about who will use your website and what they want to do, then make it easy for them to do just that.

Keep your design consistent: Make sure all your pages look and work the same way, so people don’t get lost or confused when clicking around.