Website Structure and it's Effect on Usability and SEO

Custom User Experiences

Website Structure

The structure of your website plays a big part in everything from sales revenue and conversion rates, to bounce rate and user engagement. Your existing website structure not only has an impact on the performance of every existing web page today, but also determines where all your future pages will be placed.

User Navigation

The way your website is structured largely influences how difficult it will be for users to find the information they are looking for on your site. This means that if potential customers struggle to get to your store hours from your landing page, they will quickly jump to the next competitor in their search results list.

Similar pages should be placed in the same spots in the site hierarchy, this allows potential customers to dial in on the exact product or information they are looking for. The site navigator should be easy to get to, no matter where in the view the user is. Pages should be placed where people would naturally think to look for them.

Search Engine Optimization(SEO)

Navigation plays an important role in search engine optimization. Good website structure means that the search engines are more likely to present the right pages to prospective customers. Even if the search engine doesn't place the searcher on the perfect product page, if we have natural, easy to access and optimally organized navigation in place, our potential new customers will be able to find the exact product they are looking for with very little effort.

A good website structure can be paired with microdata to tell Google and other search engines to show your page in Shopping search results. With a little knowledge and elbow grease, our potential customers can compare our offerings and their reviews against giant competitors like eBay and Amazon, allowing us an opportunity to convince prospective customers that they should choose us and our quality and service instead.

User Experience and Usability

User Experience(UX) is key to the success of any website or software application design. It is proven fact that users typically won't try very long to use an unintuitive or clunky website or web app UI. They will quickly give up, move on and never give your website another thought.

Before you begin work on any new website or mobile app design, you need to ask yourself some key questions

  • How many products will we offer?
  • How many product categories will we need?
  • How similar are our offerings?
  • Who will be looking on our website for these items?
  • Why do customers need to buy this product?
  • Should we consolidate similar listings into product listing variants?
  • Where would I look for this information?

When the website or web app structure is decided, it will affect all future work and content. This doesn't mean that it is too late to consider changes, in fact the initial direction is often no longer suitable when a digital brand grows rapidly. The longer you wait to optimize the structure of a website, the more pages you have to move, and the likelihood of unknowing creating broken links and features increases.


One of the many advantages of engineering website and software application designs with an agile approach, it allows us to use all the tools in our UX and usability troubleshooting tool belt early on in the development lifecycle.

Once we have an MVP page, we can start collecting real user feedback, and doing usability testing and user empathy mapping sessions. Using these tools, we can get a real feel for how users feel and act when using our website or custom software.

Users need to be able to quickly understand how to use our website or mobile application, and need to be able to be confident in doing so. When users struggle to use a website or mobile app, they quickly turn to the next competitor.

Why it Matters

Website or mobile application structure plays a big part in user experience, and how easily potential customers can be connected to the products, services and information that they need. With a lot of thought beforehand, and with tools like usability testing and user empathy mapping, we can adjust the structure of a website or web app to be intuitive and natural feeling to our potential customers.

Do you need to think about changing your website structure? Feel free to reach out and see if we can help you find some opportunities to improve your search presence, conversion rates and user experience.

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