How To Design Your Website Structure for 10x More Profit

Martini

Head of Growth & CEO

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A poorly designed website is like a maze without an exit. Visitors get frustrated, search engines get confused, and potential sales vanish.

Websites are meant to be tools for your business, but many end up being more of a headache. Studies show that over 88% of users leave a website and never return after a bad experience, often because they simply can’t find what they need. Think about that – 8 out of ten potential customers walk away. This means confusing site structure isn’t just frustrating, it directly costs you money.

The good news is, this is fixable. By understanding how people navigate websites and making a few strategic changes, we’ll show you how to design your website into a lead-generating machine. Think of it like reorganizing a messy store – customers spend more when they can easily find what they want.

The power of user flow and site structure

Think of your website structure as the foundation of your online presence. It determines how pages are interconnected, how content is organized, and how easily visitors can find what they need. User flow, on the other hand, dictates how visitors actually move through your site, influenced by elements like navigation, internal links, and calls to action.

A well-designed website aligns these two aspects, creating a seamless pathway that guides visitors towards your most important commercial goals.

Analyzing the situation with tools for diagnosis

Before revamping your website, you need a clear understanding of its current shortcomings. Here are essential tools to use:

  • Google analytics: Dive into your website’s “Behavior Flow” report to see how visitors navigate through your site. Identify drop-off points, pages with high bounce rates, and areas for improvement.
  • Heatmaps and session recordings: These tools visualize where users click, scroll, and spend the most time on your pages. This uncovers bottlenecks, poorly placed calls to action, and content that’s being overlooked.

Strategies for optimization

Let’s break down how to design your website structure into the key areas where strategic redesign can boost your website’s profitability:

1. Masterful menu navigation

Prioritize the essentials: Your main navigation should feature your most important product/service categories and high-value content (e.g., case studies).

Order matters: Place the most crucial links towards the left, as people tend to read from left to right in the Western world. This is called the F-Pattern scanning. Studies show users scan webpages in an F-shaped pattern, prioritizing content in the top left corner and skimming the rest. Leverage this knowledge by placing crucial information and CTAs (calls to action) within the F-pattern zone.

Language clarity: Use familiar and easily understandable terms for your menu items to avoid confusion (think “Blog” instead of “Journal”).

2. Intelligent internal linking

Content clustering: Group together pages and articles that address similar topics or target related keywords. This helps both visitors and search engines understand your website’s thematic structure and expertise.

Anchors for guidance: Use descriptive anchor text when linking within your own site. Instead of generic “click here” phrases, use keywords relevant to the target page.

Topical relevance: Link primarily between pages within the same content cluster whenever possible. For example, a blog post about SEO strategy should primarily link to other SEO-related content.

Support product discovery: Strategically link from blog content to relevant product or service pages, smoothing the path to purchase for interested visitors.

3. Compelling Calls to Action (CTAs)

Visibility and contrast: CTAs should pop visually, using colors and button design that stands out against the rest of the page.

Action-oriented language: Tell visitors exactly what you want them to do with clear verbs: “Schedule a Consult,” “Download Now,” “Shop the Collection.”

Placement and context: Place CTAs strategically where they’re most relevant within the content or after a visitor has been engaged long enough to take the next step.

4. Footer

Think of your footer as a last call to action for visitors who reach the bottom of the page.

Repeat key links: Consider including important links from your main navigation in the footer as well.

Anchor text for SEO: Use keyword-rich anchor text in your footer links to subtly reinforce your site’s topical structure for search engines.

5. Mobile Matters

Responsive design: Ensure your website automatically adapts its structure and layout for flawless viewing on smartphones, tablets, and various screen sizes.

Touchscreen-friendly: CTAs, links, and other interactive elements should be large enough and spaced far enough apart for easy tapping with fingers.

Measure. Refine. Repeat.

Data is your best friend. Use analytics and heatmaps to track the impact of your changes. Conduct A/B testing to compare the performance of different variations and continuously optimize your website for maximum profit potential.

If you’d like to transform your website from a wasted investment to a lead generating machine that increases sales, then booking your free consultation is the first step you should take.

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Mark Stone

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Mark Stone

COO Insights LTD

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