Your website serves as more than a mere information hub for clients; its structure is pivotal. In reality, 89% of users are likely to switch to a competitor following a poor user experience (UX). To mitigate high bounce rates and enhance session duration, a focus on website architecture is essential. This architecture represents the hierarchy of your pages and information, crucial for guiding users through your site without confusion or exit.
This article will delve into the following aspects of website architecture:
What constitutes website architecture?
Why is it important to have effective website architecture?
What are the best practices for website architecture design?
Discover how to optimize your website architecture by reading further. Alternatively, contact us at 888-601-5359 to explore website architecture strategies with a seasoned strategist!
Website architecture refers to the structured arrangement of your pages and information. While related to information architecture (IA), this hierarchy is specific to the overall website, rather than individual pages or posts. It encompasses how each page integrates into the broader structure, such as in a lawn care equipment store, where product pages connect to parent category pages, which in turn link to the homepage.
The establishment of a clear hierarchy is achieved through internal linking and navigation. Many businesses utilize a navigation bar featuring columns or groups to illustrate the relationships between pages:
Navigation and hierarchy provide a clear roadmap for users and search engines, ensuring they can locate information effortlessly on your site.
Website architecture is critical for several reasons:
As highlighted earlier, UX is vital for multiple reasons, primarily to prevent user bounce. A compelling UX ensures visitors engage with your site, obtain the information they need, and are inclined to return or recommend it to others.
By optimizing website architecture, you facilitate user navigation, prioritize essential information, and enhance their experience, encouraging repeat visits post-a positive encounter.
Moreover, your website architecture is directly linked to search engine rankings. As you refine internal linking and structure, your site becomes more likely to rank higher in search engine results pages (SERPs).
Several strategies can improve rankings, including extended dwell times and improved crawling and indexing. A user-friendly site encourages longer visit durations, signaling to search engines that your site is valuable. Additionally, as your architecture evolves, search engines can more efficiently crawl your site and interconnect pages, enhancing their visibility in SERPs for relevant searches.
Bolstering your authority and building trust with visitors is another advantage of robust website architecture. For instance, if you own a construction company, creating content on construction topics can enhance your reputation and improve your website’s credibility.
With the importance of web architecture established, it’s time to enhance your own. Below are eight best practices for website architecture to optimize your site:
Maintain simple URLs
Implement breadcrumb navigation
Develop an XML sitemap
Plan your navigation menu
Create category pages
Engage in internal linking
Examine competitor navigation
Utilize pillar-style organization and clusters
Your URLs should be straightforward and readable. Complex URLs can be off-putting and may appear spammy to search engines. Consider the following basic URL structure as an example:
As you connect smaller pages to their parent pages, layer your URLs to demonstrate the user’s path to the page, and include target keywords when possible.
Breadcrumb navigation is a supplementary navigation method that indicates a user’s position within a website. It often displays the path of pages a user might navigate and simplifies returning to previous pages.
An example of breadcrumb navigation might display a larger category followed by a smaller item page:
An XML sitemap is a file on your website that essentially maps out your site for search engine crawlers, indicating where to look and how all pages are interconnected.
XML sitemaps can be used to submit your website to Google, showcasing your efforts, and facilitate search engine indexing, enhancing SEO and providing clarity for search engines.
Your navigation menu is a core tool for users to navigate your website. Your navigation bar should be simple, consistent, and clear across all pages.
The navigation setup you choose will depend on your website, but possibilities include:
A sidebar with all page categories listed alphabetically
A header with four or five page categories leading to category pages
A header with a drop-down menu for products and services
A category page serves as a homepage for a specific type of page, organizing and combining other pages while highlighting products:
Category pages can create hubs for products, services, and more, reducing the search effort required by users.
Internal linking is the practice of linking one page on your site to another related page, a crucial aspect of SEO and website architecture.
Internal linking connects pages, guides customers through the sales process, and informs search engines of the next page to visit. It enhances keyword usage and aids in directing users to related products, services, and content.
Should you lack the internal expertise to organize your site, observing your competitors can be enlightening!
While it’s important not to copy competitors page-by-page, observing industry trends can provide valuable insights. For instance, if a sidebar navigation is widely used, it may be beneficial to adopt this format.
Topic clusters are groups of pages centered around a general topic, enhancing authority and providing comprehensive coverage of the subject. A pillar page is a dedicated page focusing on a specific topic within the cluster.
For example, a cluster might be on cat health guidelines, with pillar pages including cat vaccine recommendations, cat diseases, and common dietary supplements. These pages collectively address the topic of cat health while offering in-depth information on individual pages.
By linking these pages together, you demonstrate their interconnectedness, helping to build out your website while maintaining relevance.
Understanding the impact of website architecture on your business, the next step is to implement changes. If you lack the necessary team or resources, a web design agency can be instrumental in achieving your goals.
WebFX has designed and launched over 1600 websites for our clients; your business could be next. Explore our web design services to understand the process, both for redesigns and new website builds.
Request a quote online to discover how our services can elevate your business!
