Website structure helps users navigate the pages easily. There are many ways to approach website structure, each with its own advantages. Have you ever been to a grocery store and found yourself walking around in circles trying to find something you need? You may end up deciding to go to another grocery store because you feel like you can’t find it.

A good website structure (or site architecture) helps you avoid this situation in the digital version. It organizes the pages of your website so that visitors and search engines can easily find your site.

Learn more about the different types of website structures, the elements of a strong site structure, and tips for organizing your website content to optimize user experience and findability.

What is website structure?

The structure of a website refers to how the pages, content, and elements are interconnected and arranged. This is reflected in the URL folders, navigation menus, and layout of the website.

Website structure is very important to the user experience. It should be easy to navigate the website so that users can easily find the information they want. Similar to a grocery store, a cluttered site structure can be frustrating for users. If all the products are under one category or the internal links are not intuitive, shoppers will get confused and are more likely to leave the site.

A solid website structure is also important for search engine optimization (SEO). A well-structured website helps search engines crawl your site. Contextual links between web pages help Google understand important pages (pages with many links) and the relationships between pages. If your internal linking strategy is poorly organized, search engines may not display your pages in search results due to a lack of understanding.

Types of website structures

• Hierarchical structure
• Matrix
• Database
• Sequential structure

There are four common types of website structures, each with its own use case:

Hierarchical structure

Use Case : Simple e-commerce website and blog.

A hierarchical website structure is structured like a tree. The home page acts as the root, the main category pages are the main branches, the subcategory pages are the secondary branches, and the individual product pages are the leaves. Many web developers use this clear and logical structure, as it is similar to the way people intuitively categorize information. Internal linking is easy to connect, creating a structure that flows naturally from the home page to the categories, subcategories, and individual pages.

For example, the shoe brand Allbirds has a website that uses a hierarchical structure. The homepage links to main categories (women, men, accessories, etc.), then each category links to subcategories (everyday sneakers, flats, etc.), and then to individual shoe pages within each subcategory. Users can find the shoes they want with just a few clicks.

Matrix

Use cases : large e-commerce websites, content aggregation sites.

The matrix website structure allows users to navigate the site without a predefined path. There are main pages and subpages, but users are not required to follow them or follow a set path.

In this structure, all pages are interconnected, providing multiple options and entry points for the user. In a matrix structure, a single product can be included in multiple collections, and can overlap between collections. Product pages are displayed in the context that is appropriate for the user.

This structure still requires some organization—mainly through internal links. Users should be able to find the information they want with as few clicks as possible. A good way to think of a matrix structure is as a spider web, with multiple paths leading to specific points, all of which are connected to each other.

This structure is best suited for large e-commerce websites or sites with many products and options, but it can also be used on smaller sites. For example, the website for olive oil retailer Graza has main categories and individual pages, but popular products are accessible through a bestseller category, product page, checkout, etc.

Database

Use cases: News sites, social media platforms.

The database model is the most complex site structure and allows for the greatest degree of customization and personalization. Rather than simply guiding users down a desired path, it presents as many options as possible in an organized manner and lets users find their own path.

This structure is often used when there is a lot of content to offer to users, but no clear path to get to it. This structure may also include user-generated content, and features such as recent updates feeds or comment collections can further complicate the navigation process.

These sites usually have a database of information and provide relevant content based on the user's preferences, searches, or filters. Examples include booking websites, social media networks, classified ads, forums, or streaming platforms.

Sequential structure

Use cases: landing pages, courses, tutorials.

A sequential structure (or linear structure) guides users through fixed steps. Users move from one step to the next in a predetermined order with clear start and end points. Each step contains only one task for the user to complete. This reduces confusion and can improve conversion rates for simple actions, such as signing up for a free trial.

However, sequential website structure is not often used in e-commerce because it does not encourage navigation. It is mainly used in websites with a single conversion goal, such as lead generation. For example, a dentist may use this website structure to drive visitors to the appointment page.

Elements of website structure

• Homepage
• Navigation Menu
• Categories and Subcategories
• Individual Pages
• Context link

There are five elements that go into structuring a website in a user-friendly, logical, and effective way:

Homepage

The homepage is the central hub of your website and serves as the primary entry point for many users. Regardless of the structure, the homepage should link to all important pages or major category pages. The homepage should clearly define the purpose and main features of your site and provide a clear call to action (CTA) to encourage users to continue their journey.

Navigation Menu

A website navigation menu is a system of links that allow users to move between sections. It typically appears on all pages of a site, and like aisle signs in a supermarket, clear and organized navigation elements help users find what they want quickly and easily. A navigation menu can include a top navigation bar, submenus, sidebars, and footers, and typically includes information about your business, a site map, customer service contacts, terms of use, and more.

Categories and Subcategories

Categories and subcategories are similar to individual aisles and sections in a supermarket. They group related content together to make it easier for users to navigate and help search engines quickly understand the context of the page. On ecommerce sites, collections play the same role as category pages.

Individual Pages

Individual pages are like the shelves of a supermarket. They contain the content of your website, including product pages, articles, blog posts, etc. They are located below category and subcategory pages and contain specific information about a product or topic.

Contextual Links

Contextual links are links within the core content of a page, outside of navigation menus, breadcrumbs, or other templated spaces. These links facilitate navigation, improve content organization, and increase indexability. They also provide additional navigation paths by directing users to relevant content based on what they are reading.

Tips for website structure

• Clear hierarchy planning and structure selection
• Build on story
• Integrate search functionality
• Using Breadcrumb Navigation
• Implementing internal links
• Create a sitemap

Here are six useful tips for structuring your website:

Clear hierarchy planning and structure selection

Organize your content so that it’s easy for your users to understand. Start with general categories and then break them down into more specific subcategories. You can also map out your users’ journey step by step to help you choose the structure that best suits your website’s content.

Build on story

Building a website structure from a storytelling perspective can be a good approach when you have a clear vision. For example, Andrew Benin, founder of Graza, says his user experience (UX) and user interface (UI) teams played a key role in building the business website.

“Every page is designed separately based on the storytelling goal,” he explains on the Shopify Masters podcast. “It’s not reverse-engineering the conversion; it’s starting from the story.”

Integrate search functionality

The search function helps users find specific content quickly. This is especially essential on large sites with a lot of information. Placing the search function in a prominent location (usually in the top right of the navigation menu) reduces the user’s navigation burden.

Using Breadcrumb Navigation

Breadcrumb menus represent the link path a user takes to reach a page. This helps both users and search engines understand where a page is located within the site’s hierarchy. For example, women’s products manufacturer LOLA uses a breadcrumb navigation bar to help visitors find the products they want and understand the categories they’re in.

Implementing internal links

Internal links help users find relevant content, which keeps them on your website longer. Internal links also help with SEO, helping search engines understand your site’s structure.

An effective internal linking strategy will help you avoid orphan pages. These pages can easily be missed by users and search engines, so it is best to keep them as small as possible. Orphan pages can be identified using a site crawler such as Google Search Console or Screaming Frog .

Create a sitemap

A sitemap provides a visual representation of the overall structure of your site, helping users and search engines navigate your pages more easily. This is especially useful if your site is large. Providing a sitemap helps search engines crawl and index your pages better.