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10 Steps That Will Improve The Structure of Your Website

10 Steps That Will Improve The Structure of Your Website

It is not enough to just create a website and have content on it. Its structure is another significant thing you have to take into account. It is the way that the various pages on your site link with each other. If your website has a well-designed structure, you will get better user experience, higher ranks on search engines, as well as better navigation. It is what will determine whether a visitor will want to explore deeper or abandon the page. Here are 10 steps that will improve the structure of your website and drive more traffic and conversions.

1. Understand your business

You might already think that you know all there is to know about your business. However, when consulting with your website designer to come up with a good structure for your business, you will have to identify some key elements of your business. For instance, the industry it is in, your competition, what you are offering, as well as how much you will be selling them. With this information, you will be able to determine what you need to do to make your website stand out from the rest.

2. Do some research on keywords

Now that you know what business you are in, your next step is to find out what keywords you will need to use to make your website easier to find on search engines. You will need to understand who your customers are, what they need, as well as what they want to achieve. Compile a list of phrases and words they can use to find your site. You will need to update your keywords regularly to ensure that your content remains relevant.

3. Conduct a competition analysis

Similar to keyword research, you will need to identify who your competitors are and what keywords they use to drive traffic to their site. Take the list of words you found and check which businesses are already ranking high on them. You can then include words that have low competition but can drive traffic to your site.

4. Determine the hierarchy of your content

Here is where the real website structuring begins. The human brain likes it when things are arranged logically and all pages balance with each other. Your site should have the main categories placed on top followed by their sub-categories. It will help with the creation of the pages’ URLs. However, do not create too many subcategories as it commonly happens in a health site and ensure that the numbers of subcategories are the same for all the main categories.

5. Menus should be visible

To make your website userfriendly, you will need to make it easy to navigate to different pages on the site. For this reason, the menu should be placed in a position where it is easy to locate. According to studies, 50% of users rely on the navigation menu to learn more about the site. Improve your visitor’s first impression by placing your menu front and center.

6. Improve the structure of your URLs

The URLs of the various pages on your site are usually displayed on search engines when people search for your content. Instead of using IDs such as letters or numbers that do not make sense to the visitor use words relating to the document. For instance, or

7. Use HTML or CSS

Using HTML makes it easier for web crawlers to navigate your page. HTML is what provides the structure for websites while CSS is used to control the format, layout, and presentation of your site. If your navigation is not easy to access, web crawlers won’t find it and will result in a low rank.

8. Interlink your pages

Write many articles on those words you would like to rank for. You should then link these posts with each other. These links have three main benefits:

  • They make it easy for visitors to navigate the page
  • They establish a hierarchy of information in the site
  • Increased viewers for your sites’ pages

9. Boost Orphaned articles

These are the posts on your site that most of the others do not relate to. They are usually not easily found by visitors and search engines because they do not have many links from the other articles on the site. To identify them, sort all the articles on your site by the number of links. You can then increase the number of links to the articles to make them more visible.

10. Create your site map

A site map is a hierarchical list of all the pages in your site. It helps both the users and the search engine to navigate the site. Most search engines use the site map to learn about the new pages on your site.


If you do not define the structure of your website, then it will only be a website full of articles and content that do not make sense to the user. It will be difficult for search engines to find the most important information you want to pass across and hence the ranking will below. Improve the structure of your website using the above 10 steps and you will make it not only userfriendly but also SEO friendly.

Author – Dylan Menders

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How to Make Website Development Clear for the Client

How to Make Website Development Clear for the Client

Communicating with clients during web development projects can be hard.
That’s an understatement, right? I think that every web developer or designer had a hard time explaining their decisions and proposals to clients at least once.
In some cases, developers make a mistake by relying too much on professional terminology and other industry-specific terms that are unfamiliar to clients. However, in many other cases, clients give developers unreasonable requests due to the lack of knowledge about the web development and design process.
As a result, this makes a web development process much more difficult and messy than it should be and results in lower satisfaction and revenues. No wonder that communication is one of the most important soft skills sought by business leaders in all professionals in 2018, according to a recent LinkedIn survey.
That’s why in this article, we’re going to talk about how you can explain website development clearly to your clients and avoid misunderstandings, relationship damage, and help them understand the process better.
Sounds like something you can use, right? Let’s go.

1. Web Design Client Meetings Are Your Friends

While I understand why many web developers, project managers, and product managers have problems with client meetings, they are an excellent opportunity to make everything clear, learn about the client’s business, and move forward as fast as possible.

Before the meeting, do your homework by:

  • Researching the industry of the client. For example, if your client has a B2B business providing consulting services to other business, try to find other websites that provide the same service by using keywords connected to your client’s business,
  • Researching the client’s current website. Try to understand why your client would like to change their website or another digital product that they want your team to create. As a result, you’ll be in a better position to provide a service that can really help your client achieve their business goals,
  • Researching who you’ll be speaking with. Chances are that you know the decision makers who are supposed to show up at your first meeting, so learning a bit more about them is a good idea, too. For example, you can get an idea of their business style and whom to ask specific questions, so try to find LinkedIn profiles of these people and read about them.

The next step is to have your vision for the project ready. If you need to make your reasons for making specific decisions as well as the vision clear, you have to prepare specific, concrete points and find ways to explain them in layman’s terms. Before you do that, though, let’s talk about the web development process.

Your client will most definitely have lots of questions for you and your team, which is totally okay. However, in the case when a client tries to cross the line by telling how you should work, that’s when many problems occur.

To prevent these problems from happening, you should let the client know right away that you’re not the kind of worker who needs constant supervision and coaching. You and your team are creative professionals with a high level of skills and experience that allow you to work effectively and independently when needed.

While I realize that this lesson may sound a little bit harsh when spoken out loud, believe me, it’s not (unless you begin every meeting by saying this, of course). Not only you’ll be able to avoid a lot of misunderstandings, but also establish yourself as an expert. Just stay calm, mind your tone, and you’ll be alright.

People don’t tell professionals like doctors and construction workers how to do their jobs, right? And they don’t do so because they know that doctors and construction workers have more expertise in their fields, therefore, telling when what to do is simply redundant, or, in some cases, even annoying.

So the bottom line here is that the initial meeting with the client is a perfect opportunity to make sure that you’re on the same page and prevent misunderstandings during the project. Make sure that you take advantage of this to protect yourself and your team during the project.

2. Explain the Web Development Process that You Follow

Chances are that you follow a specific web development process when doing your work, so let’s know talk about how to explain it to your customer in layman’s terms. The process below is an example that you can use for your own projects.

Step #1. Collecting information

The first step of the web development project requires you to collect as much information about the client and their business needs as you can to be able to design an excellent web product.

One good way is to compile the information you discovered during your research in a concise report and discuss it with your team. This, of course, requires sufficient research and writing skills, but if you feel like you need some help with this, feel free to use writing assistants such as Trust My Paper, Grammarly, and Studicus.

Have the client provide you with the information about them, their target audience, and competition that you couldn’t locate yourself; there are basically seven knowledge areas that you need to address here:

  • Client,
  • Project,
  • Client’s brand,
  • Features of the future project & the needs that it will help to meet,
  • Target customer,
  • Project time,
  • Budget.

The answers to questions in these areas will help you to design proper functionality and plan accordingly.

Step #2: Planning

This is another important step because it involves creating a sitemap based on the information collected during the first step. While written content is important for clear communication, using visual assets for your sitemap is a better idea here because visual content is easier to understand and remember.
On top of that, many clients often struggle with understanding the final outcome of the project, so you can easily explain how and when you’ll complete specific milestones with a visual sitemap. For example, a good way to plan a website structure and communicate with both developers and customers is to use FlowMapp’s Sitemap Tool.

Here’s an example of a map in the SiteMap Tool showing the various parts of the website.

It could be useful for a successful completion of your website development projects because it makes it easier for you to explain what you do and why to customers. Here are some of the SiteMap Tool’s features that make it possible:

  • It describes the relationships between different areas of the website to help the client understand the reasons for structure as well as the overall usability,
  • It makes it easier to get the client’s approval for the structure or specific parts,
  • It gives the client a better idea about the delivery process and the deadlines,
  • It has project status and results on every stage, so the client can check the progress whenever it’s convenient for them,
  • It’s a visual tool that has a built-in communication system that allows to leave feedback and communicate with the development team.

3. Be Empathetic and Consistent

This is rather a tip for your communication style that can help you to build better relationships and improve your reputation as a professional. The key thing about explaining what you do to your clients is to remain positive and empathetic (in fact, some sources claim that empathy could be a developer’s superpower). Also, try putting yourself in their shoes sometimes, because in many cases, your clients won’t share their experience and knowledge with due to various reasons.

However, when they see how positive and professional you are, they would be much more willing to share information and give detailed answers to your questions.

Being consistent is also an important consideration, and it means providing clear answers and being there for the client for updates and requests. This, too, helps you to build an image of a professional and get you more business in a long-term.
Remember: you’re not just building a website, but a relationship and an image, which is much more important to you in the long term.

In Conclusion

Working with customers could be difficult for web developers and project managers, but explaining the “how” and “why” could really help to make things easier. Hopefully, this article has given you a good starting point to learn how to explain website development to your clients and make your future project run more smoothly.


Author Bio

Marie Fincher


Marie Fincher is a content writer with a background in marketing, technology and business intelligence. She also does some editing work at GrabMyEssay and BestEssayEducation. What inspires her the most in her writing is traveling and meeting new people.

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A Guide to a Website Structure

A Guide to a Website Structure

The modern world is overflown with information, a huge number of sites force users to regularly process an incredible amount of data. Having access to such a large amount of research materials, users often feel frustrated due to the inability to find the desired data in the bottomless pit of useless information. This is largely due to the fact that the developers did not pay enough attention to the systematization of information on the Internet for a long time.

Like a library or bookstore, each new site requires a systematic approach to the process of developing proper navigation and data cataloging. Imagine a store without clear navigation, where all the books are stocked in one big pile. Let us assume that you are trying to find Lacan’s seminars or a new novel by Michel Houellebecq in a store like this. The most common decision will probably be just going to another store, where all the books will be conveniently sorted out, because you will not have to waste your time searching for the right book in a pile of unnecessary ones. Such a simple comparison can determine the significance of a systematic approach to website data organization. One of the tools to systematize information on the site is to develop a proper structure.

What is a Website Structure?

A website structure can be defined as a structural projection of an informational space that provides intuitive content access. The site structure helps to form an understandable navigation system, using which the user can find the information he needs easily. The organization of a website structure is a necessity that a developer faces when designing usability. In addition to usability, correct site structure often solves broader problems that depend on the goals of your website.

Approaches to the Development of Organization Schemes

Approaches to the Development of Organization Schemes

You should always use different organization schemes for different purposes, depending on the user’s needs and your business goals. There are two approaches to the development of such a classification: top-down and bottom-up.

Top-down Approach

This approach is based on the goals and needs of users. You should start with the most general categories of future content and functionality. To achieve business goals, it is necessary to conduct a logical content cataloging, gradually breaking it up into categories. The result will be a hierarchical structure of the site, which can be used as the foundation for content organization and help you define proper functionality.

Bottom-up Approach

This approach can be defined as a way to develop the structure based on the content that is available at the time of launching. The bottom-up approach also involves accentuation of categories and subcategories. The development of such a structure should begin with the content research. Depending on the content provided, you should group elements into categories of the lowest level, and these categories into higher ones. This creates a structure that reflects users goals and needs.

Each of the above mentioned approaches solves particular problems. Before starting a website development, you should remember that each approach has its pros and cons. It is harder to work out a detailed content with the “top-down” approach.
The peculiarity of the “bottom-up” approach is that it adapts the website structure to already existing content, which can interfere with future content adding. In order to create a good site structure, it is necessary to balance between the “top-down” and “bottom-up” approaches.

Rules of Website Structure Development

Rules of Website Structure Development

There are several rules that must be followed when developing a website structure. One of such rules is to limit the browsing “width” and “depth”.
The “width” here is the number of options at each browsing level. You should limit the browsing “width” by working out the cataloging system and setting the organization principles in the upper browsing level. A well-developed cataloging system will reduce the browsing “width” at the lower level of the site structure, simplifying the search by category at the “upper” level.

There is also an opinion that the “browsing depth” should not exceed three clicks – this means that the visitor must perform no more than three actions in order to get to any part of the site. The balance between “width” and “depth” makes the content easily accessible. Without a doubt, this rule is reasonable.

Nevertheless, you should pay more attention to the transitions logic. With smartly designed transitions path, each next step looks logical and understandable to the visitor. Even if the “browsing depth” of your websites exceeds three or four clicks, it is unlikely to have a negative effect on conversion rates. On the contrary, if you have a “browsing depth” of three clicks, but have not set up a proper transitions path – you may mislead your visitors, they can get lost in the structure of your website and will not find the information they came for.

Peculiarities of Website Structure Development

Understanding your website goals and user needs is the foundation of a great structure. This data cannot be obtained out of thin air, and you have to conduct a research to realize your target audience’s needs before you begin to design the structure of your site thoroughly. As your website develops, you should keep the researches up to date in order to understand the dynamics of growth and changes in user needs. In this case, the Customer Journey Map tool will be of assistance. By controlling user needs, you get the opportunity to make timely changes to the site structure.

Adaptive Structure

When developing a commercial organization website, the Client or a representative often does not understand the principles of Internet business functioning. If that is the case, it is important to explain that the development does not end after the launch. The Internet is a dynamically developing environment where business success is largely due to the timely integration of working business solutions. Subsequent additions and changes to the site after the launch should not lead to permanent fundamental changes in its structure. A distinctive feature of a good, well-developed structure is the possibility to adjust the website to the dynamics of business needs.

Regardless of how well you work out the site structure, it may sometimes be necessary to redesign its organization. As a rule, such changes are due to an increase in amount of content. When creating a small online store, you can implement scrolling of goods by the date of publication. Given a small amount of goods, such an organization can increase the conversion rates due to the fact that the user has the ability to quickly view the entire range of products, and it is highly possible that some users may want to buy an item that they did not even think about at the beginning. However, this will not work if you have a large number of goods, because the users will have to look through lots of unnecessary products in order to buy the thing they need. You should redesign and make fundamental changes to the website structure in these occasions. Your customers will not waste their time like this, and your earnings will decrease.

When it comes to the development of a website structure, there is no need to focus on only one cataloging system that is accepted in your business niche or that is used by your competitors. Certainly, one should be aware of the existing similar experiences, but it will be much more productive for the business to be guided by the user needs. In order to correctly identify user needs, you should conduct an UX research.

Read more about the implementation of UX research methodology at the early stages of product development in our article.

Architectural Solutions for Website Structure

Architectural Solutions for Website Structure

Hierarchical Structure

Features a tree-like structure, the elements in which have “main” and “secondary” dependencies. The “secondary” elements are the narrowest concepts stored in the “main” element. In accordance with the hierarchy, the “secondary” element is dependent on the “main” element, and any “secondary” element might become “main” to another, if you wish to narrow down the concept further. For example, the “main” element is the “Main page” of an online store, the “secondary” is the “Catalog” page or the “Product card” – depending on the navigation system. By following the above-mentioned sequence, you can go all the way from the general “Main page” of the site to the “Product card” page, that is narrowly focused. In hierarchical type of structure, each “secondary” element must be a child of a “main” element (excluding the primary “main” element, which is the beginning of the entire hierarchical scheme). The hierarchical model of website structure is one of the most popular and easiest ways to display complex information flows.

Matrix Structure

Allows you to design elements of structure in two or more dimensions. The matrix structure is suitable for designing navigation in terms of a single element, taking different user needs into account. Typical example of implementation of this model is an online store product catalog, in which the sorting of a single list of products must be provided according to different parameters, for example, by color or size. It is important to remember that it is hard to process and visualize information in four or more dimensions. This means that matrix structure with more than three dimensions can create additional navigation problems.

Organic Structure

In this type of solution, structure elements are not logically related. Organic structure does not have the principles of content cataloging, and it can only be implemented in conditions when the links between the content are not established. An entertainment website, during the use of which the user is ought to feel like a researcher is a vivid example of organic site structure.

Consistent Structure

It is one of the most common forms of organizing information, familiar to almost everyone. For example, a consistent structure can be seen in books, articles, video and audio materials. An example of a consistent site structure on the Internet can be a simple “Landing Page” where there is a consistent description of the product and contacts. A consistent organizational structure can also be used when designing onboarding in a mobile application and on a website.

The Main Principles of Website Structure Organization

The Main Principles of Website Structure Organization

Organizational principles are necessary for grouping and cataloging content. In fact, organizational principles are a set of criteria by which the elements are grouped. These criteria are formed in accordance with the results of research and a business solution that is successful in a particular niche. Therefore, it is necessary to form different organizational principles for sites with different purposes.

When developing a corporate site structure, the organizational principles are more likely to be focused on audience, so the second level of the tree structure will most likely contain the following elements: “News”, “About Company”, “Our Products” and other pages relevant for the target audience of this website.

The Upper Level of Structure

At the upper levels of website structure, organizational principles are focused on business goals and user needs. The lower levels are more dependent on the specific content and service functionality.

Consider a news site as an example – the content is located in a chronological order. This is due to the website’s primary purpose. As a rule, most users visit such portals to find out the latest news. Therefore, the upper architectural level is mostly focused on users primary needs.

The Lower Level of Structure

The lower level of a news portal will be heavily content-focused. For example, if the site specializes in IT news, then the content will probably be divided into the following categories: “Design”, “Frontend” etc. Thus, when designing the lower level it is important to detail and group the content properly.


You should not be limited to only one type of structure. During the process of development, your primary focus is the user needs, therefore you should implement the type of structure that is relevant to your visitors. Start designing the top level by creating a hierarchical structure and defining the needs of your target audience. Use any type of structure that will meet the specific needs of your site in the process of future development.

Question – Answer

I already have a website and it is structured in a wrong way. Is it worth creating a structure with new pages or should I restructure the old ones?

This question cannot be answered without a complete analysis of the current site structure. We can conclude which of the options will be cheaper and easier to implement only after the analysis.

When is a tag cloud useful?

This question is more related to SEO optimization. In order not to lower the current place of your site on a search engine query, you should ask a SEO specialist about the correct way to use the tag cloud.

How to properly organize the bottom level of the site structure if it has a large number of identical elements and they are added on regular basis (for example, online store product cards)?

In order not to make the structure too complicated for perception in a situation when the amount of content is regularly updated, one should correctly catalog the content (upper level of the site structure). If you work out the principles of content organization correctly, you will not have any difficulties in adding new content and distributing the already existing one without messing up the structure with similar elements.

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Website Redesign, the First Steps


Weak interface solutions is one of the modern Internet’s current problems. Users that see imperfections regularly may not notice them, but then they encounter another website that has a better design and realize that the first one was not that good. It is this fact that pushes major organizations to experiment with the design of their website interface and make a complete redesign. Does my website need a redesign? And what tools are used to create an intuitive and user-friendly interface?

The reasons why companies may consider redesigning their website:

1. Absence of targeted traffic

Your site neither attracts targeted traffic nor attracts enough traffic. The lack of targeted traffic is one of the first reasons to change the current website interface.

2. Changing the principles or business objectives of a company

Structural changes in the company’s business goals lead to interface redesign. Such changes are especially relevant in a situation where a non-commercial site has to occupy a niche in commercial sites field.

3. The desire to accentuate the content

Websites are often created without the properly structuralized content. For this reason, a huge number of sites are not adapted for users and search engines. The search for the necessary content turns into a test. Content accentuation makes the necessary information easily accessible.

Evaluate your site by these criteria and determine the need for redesign. The process of redesigning is complex, multi-level work that requires a responsible approach at every stage. In the process of developing the first version of the site, you probably did not study the target audience, and the design was not excellent. Redesign is a correction of mistakes and its distinctive features are:

– the research of target audience and development of the user path based on the data provided by research

– the development of target audience-oriented content

– the development of content-oriented interface

The process of website redesign has nothing to do with rebranding. The redesign implies changes to the structure based on the data provided by UX researches.

Where to Start?

You should start the process of redesign by conducting a research of your target audience. Here is the list of some powerful UX tools used to make a full-scale research:

User Interviews

Website Redesign

If you have planned to redesign your website, you should focus your attention on the customers that use the site on a regular basis and know the flaws of your interface. The UX designer should conduct user interviews, which sometimes can be of a challenge. The thing is that it is often hard for user to answer the questions about the specifics of interface interaction. This happens because users get used to the interactions with your website and it becomes like a routine for them – no specifics to describe, just the usual automatic actions When conducting an interview, it is important to receive the most detailed information from the user. One way is to conduct a contextual interview.
Contextual interview allows you to combine user observation and a classic interview form. During the user observation, you have to ask him to comment on the actions performed when using the website interface. During the contextual interview, it is necessary to questions, clarify them if needed, and record the answers. Help users to formulate their thoughts in order to get the most accurate information.

Finding Out the Users Personas

Website Redesign

An important part of user-oriented interface creation is to work out the user “Persona”. It is a generalized representation of one part of the target audience, the users of which have similar views on your product. When creating a “Persona”, the UX designer should include the characteristics that are common to one group of your clients, according to the researches conducted before.
The Personas let you see the possible ways your project can go and may influence the decisions about the website interface. A “Persona” may also simplify third-party interactions that you deal with throughout the project. A detailed “Persona” describes the target audience in a quick and understandable way.

You should conduct a research of users personas in a team, because you can get to know your target audience and use that experience in further interface updates. A creation of “Persona” begins with defining users characteristics that should be obtained in the course of researches (e.g. user interviews, analysis of user reviews). Group the characteristics of “Persona” into clusters and analyze them. Then, exclude the characteristics that are useless for the business and group clusters that include common characteristics together. The clusters should be further personalized, made memorable and realistic. Specify the information:

– Name, age, gender and a photo

– Description of activities

– The experience of using your product and your competitor’s

– Their goals and problems your website solves

it is important to remember that it is necessary to create a realistic image – this will help the team to memorize the person they are developing interface for.

Content Development

Website Redesign

You should develop the target audience-oriented content in accordance with the research data obtained.
Content-oriented approach is one of the most popular methodology for website design and redesign development. In this approach, the content is the essence of your website. The design should provide the user with an intuitive and comfortable path to the desired content. Instead of developing a nice-looking UI that has poor layout logic, start developing content that is needed by users. This approach saves you the time spent on iterations, if you have started the redesign with the development of UI. Target audience-oriented content is one of criteria that lets you build the information structure that is intuitively understandable to users. In its turn, the information structure will become a good basis of further UI development that will be aesthetic, authentic and intuitive for the target audience.

General Recommendations

Before you start redesigning your website you should consider the project’s budget in order not to use the excessive amount of methods. If the designer knows the budget, he can distribute it among different UX methods in a correct way. Some project may require more “contextual user interviews” with “user observation”, some may require a “usability testing”. In any event, it should be remembered that you should use empathy in order to understand the users to whom you develop the interface for. This is possible only if you research the target audience with UX methodologies and SEO data regularly.


In the course of this article, we have reviewed some simple actions and methods that may be implemented by an UX designer to redesign the website in a quick and efficient way. It should be understood that target audience research is not limited to user interviews and “Persona” creation. The amount of “UX research” methods is full of elegant elements that help designers to make their projects better and better. The main purpose of this article was to unveil some user-research methodologies in UX design and to understand some core principles of developing a well-structured website. The next articles will focus on powerful tools that an UX designer may use to develop an intuitive interface, and what tools should be implemented to keep the constantly changing user needs under control.

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