If you want a website that scales without headaches, you need more than pages and a menu—you need a structure. Think of it like framing a house before you pick paint colors.
This guide walks you through a practical, step-by-step way to design (or redesign) your site’s information architecture so it’s easy to expand, simple to maintain, and set up to perform in search.
What Site Structure Really Means
Site structure is the blueprint for how your content is organized: sections, page types, categories, navigation, internal links, URLs, and the rules that keep everything consistent as you grow. A good structure helps people find what they need quickly—and helps search engines understand how your content fits together. It’s the difference between a clean, modern library and a messy attic of random boxes.
- People benefit: Clear paths, fewer clicks, faster decisions.
- Teams benefit: Repeatable patterns, less rework, easier handoffs.
- Search benefits: Logical relationships, crawlable hierarchies, strong topical relevance.
The Four Foundations of Scalable Structure
If you want a site that won’t collapse under its own weight, you need four foundations:
- Clarity: Labels people understand (no insider jargon or fancy marketing names).
- Consistency: A predictable way of doing things everywhere, from URL structure to button placement.
- Constraints: Guardrails that prevent chaos as new content is added.
- Connections: Internal links that show relationships and priority.
These foundations will quietly save you time, budget, and headaches down the road. When they’re missing, websites turn into cluttered filing cabinets instead of useful tools.
Step 1) Map Real-World Goals and Journeys
Great structure starts with reality, not wishful thinking. Identify who your primary visitors are and what they’re trying to accomplish. For most marketing teams, these journeys look familiar:
- Customer: Discover → Compare → Decide → Contact/Buy
- Recruit: Learn about company → Open roles → Apply
- Press/Partner: Proof points → Assets → Contact
List the questions each group asks at each stage. Your structure should help users answer those questions in two to three clicks, tops.
Quick Workshop Exercise
- Write 10 real questions your buyer asks before contacting you.
- Map each question to a page or section that will answer it.
- Highlight any questions that don’t have a page—those are content gaps.
Example: If prospects keep asking about pricing but you don’t have a pricing page, you’ve already created friction. Your structure must serve those questions, not your org chart.
Step 2) Choose a Primary Navigation That Won’t Fight You Later
Your global navigation is a promise you’ll have to keep as you grow. Keep it short, stable, and obvious. Five to seven top-level items are usually enough. Every extra item you add dilutes focus and increases decision fatigue for users.
Reliable Top-Level Set
- Home
- Services (or Products)
- Work (or Case Studies)
- About
- Resources (Blog, Guides, Webinars, Downloads)
- Contact
Everything else belongs under these. If you find yourself wanting a new top-level item, check if it fits under an existing one first. Adding a top-level menu item just because you have one new campaign is like building a whole new wing on your house just to store a bicycle.
Step 3) Build a Hub-and-Spoke Model (Pillar Pages)
Scalable sites use a “hub” (pillar) page for each core offering or topic and “spokes” (supporting pages) for deeper subtopics. Hubs introduce the topic, answer the top questions, and link to every related spoke. This setup keeps your site organized while building topical authority for search engines.
Example Structure for a Service
- Hub: Web Design
- Spokes:
- Website Strategy
- UX and Information Architecture
- Design and Prototyping
- Development and CMS Setup
- Performance and Core Web Vitals
- Website Care and Support
- Pricing and Timelines
- Case Studies related to Web Design
- FAQs for Web Design Buyers
This structure helps your team know exactly where to add future content and tells Google that your site has depth in specific areas. Over time, each hub builds topical authority, which means more visibility and higher rankings.
Related: If you’re exploring a professional build, our page on Web Design outlines process, deliverables, and typical timelines.
Step 4) Create a URL System That Scales
URLs should be short, readable, and patterned. Avoid dates and IDs. Bake structure into the path so it tells both humans and crawlers where we are in the site. A good URL structure reinforces your navigation and helps visitors orient themselves quickly.
Good Patterns
- /services/web-design
- /services/web-design/ux
- /resources/guides/website-rfp-template
- /blog/how-to-choose-a-cms
- /work/acme-manufacturing-website
Naming Rules You Can Copy
- Lowercase, hyphen-separated words.
- No dates in blog URLs unless you’re a news site.
- Mirror your IA: /section/subsection/page.
- Keep it stable: if the page intent doesn’t change, the URL shouldn’t either.
Bad URL structures often come from letting CMS defaults take over. For example, “/index.php?id=3489” tells no one what the page is about. Choose patterns deliberately, not by accident.
Step 5) Define Page Types and Templates
Templates reduce complexity. When you add content, you’re filling a known model rather than inventing layouts each time. At minimum, define these:
Core Templates
- Service Page: Problem/Outcome overview, Benefits, Process, Proof (case studies/testimonials), FAQs, Primary CTA.
- Case Study: Client, Challenge, Approach, Results (metrics), Gallery, Related services.
- Resource/Guide: Executive summary, Step-by-step, Downloads/checklists, Next steps.
- Blog Article: Hook, Table of contents, Structured headings, Internal links, Summary, Next action.
- Location Page (if local): Service in City, proof of local work, map, local FAQs.
By having these templates set up, you not only make content creation faster but also enforce consistency across the site. Visitors feel more comfortable when pages follow predictable layouts. Search engines benefit too, because structured templates make crawling and indexing easier.
Step 6) Plan Internal Linking Like a Product Feature
Internal links are how you “wire” your structure. They distribute authority, guide visitors, and clarify relationships between pages. A navigation menu alone isn’t enough—you need intentional links inside content, sidebars, and calls to action. Treat internal linking like a design feature, not an afterthought.
Linking Rules of Thumb
- Every spoke links back to its hub in the first section of content.
- Hubs link to all spokes and highlight at least three “next steps.”
- Case studies link to the service page and two related resources.
- Blogs link to at least one guide and one service page (naturally, not stuffed).
This web of links ensures visitors never hit a dead end. It also reinforces topical authority for search engines, which helps improve rankings. Without a clear linking strategy, even great content can remain invisible.
Related: If you’re interested in SEO audits, we’ve got you—check out our post on how website audits can boost search rankings when you want to dive deeper into optimizing your site.
Step 7) Use Labels That People Actually Say
Navigation labels are not the place for creativity. Use words people type and recognize. A fancy phrase might sound appealing internally, but visitors just want clarity. For example, “Our Creations” may make sense to your team, but “Work” is what people expect to see. Likewise, “Investment” feels abstract, while “Pricing” is straightforward and practical.
Check Google Search Console or even autocomplete suggestions in Google to find the language your audience actually uses. Structure succeeds when it matches real-world search behavior, not just internal branding ideas.
Step 8) Handle Growth With Categories, Not Chaos
As you publish more, your site will naturally expand. Without a plan, growth often turns messy—too many categories, duplicate tags, or unrelated posts jammed into random sections. Instead, limit yourself to a handful of core categories and use tags sparingly for very specific topics.
Category Policy
- 3–7 core categories max (e.g., Strategy, UX, Design, Development, SEO, Analytics).
- Tags for specific tactics (e.g., sitemaps, wireframes, schema, split testing).
- Never create a category you can’t fill with five posts in six months.
This approach keeps your site lean and prevents “category sprawl,” where visitors see dozens of thin sections with little substance. A smaller, stronger set of categories helps both users and search engines navigate with confidence.
Step 9) Build a Content Model That Anticipates New Types
When teams scale content creation, problems often emerge: inconsistent page layouts, missing elements, or formatting that doesn’t match the brand. That’s why you need a content model—a defined set of fields and components for each page type. Your CMS should enforce these rules, ensuring that new pages follow consistent patterns.
Example Content Model Fields for a Service Page
- Meta title (60–65 characters)
- Meta description (exactly 160 characters)
- Intro paragraph (1–2 sentences)
- Benefits (3–6 bullet points)
- Process steps (3–7, clearly labeled)
- Proof (testimonial or measurable results)
- Primary call to action (button + destination)
- Related case studies (up to 3)
- FAQs (5–10 common questions)
By setting up these requirements, you create a system that scales smoothly. Writers and designers know exactly what to provide, developers can build templates around it, and marketers can publish without worrying about missing key elements.
Step 10) Plan for Performance From Day One
A growing site often slows down because of poor planning: oversized images, duplicate scripts, or too many one-off page designs. You can avoid this by building performance rules into your structure.
Practical Performance Guardrails
- Image sizes by template (e.g., hero 1600×900, blog feature 1080×1536).
- A component library with reusable blocks instead of one-off layouts.
- Design tokens for spacing, colors, and typography applied consistently.
- A script budget—only load tools and widgets on pages where they’re needed.
When performance is baked into structure, you save yourself endless “site speed cleanup” projects later. A fast website not only keeps users happy but also improves search rankings.
Step 11) Write for Scanners and Searchers
Most people don’t read word-for-word online—they scan. Your structure needs to support quick scanning by breaking information into digestible sections with strong headings and summaries. This also aligns with how AI-driven search engines parse and summarize your content.
Content Design Tips
- Short paragraphs (2–4 lines max).
- Descriptive headings that summarize the content below them.
- Bulleted lists for steps and benefits, tables for comparisons.
- Summaries and “what to do next” sections at the bottom of pages.
Scannable content reduces bounce rates, increases time on page, and helps AI-powered systems pull accurate snippets. Structure is not just about menus—it’s also about how words and visuals are arranged on each page.
Step 12) Use Schema and Structured Headings to Reinforce Meaning
Headings and schema work together to give your structure an extra layer of clarity. Strong headings guide readers and signal relevance to search engines. Schema provides machine-readable markup that clarifies the type and purpose of each page.
Easy Schema Wins
- Use FAQ schema on actual FAQ sections.
- Apply Article or BlogPosting schema on articles; WebPage on general pages.
- Implement Breadcrumb schema that mirrors your URL paths.
Structured data makes your site more likely to appear in rich snippets, AI overviews, and featured answers. It also helps ensure that generative search engines can pull concise, accurate answers from your content. That’s a direct payoff for clear structure.
Step 13) Add Breadcrumbs and Utility Navigation
Breadcrumbs are a simple but powerful structural element. They show users where they are, allow them to step back easily, and reinforce hierarchy for search engines. Utility navigation—links in headers or footers—keeps secondary tasks available without cluttering your main nav.
Utility Links to Consider
- Login/Portal
- Support
- Request a Quote
- Search
Together, breadcrumbs and utility navigation reduce frustration for visitors while reinforcing the backbone of your site. They make growth less painful because new sections can fit into the same framework without confusing users.
Step 14) Create a Governance Plan So Structure Doesn’t Decay
Websites don’t collapse overnight—they decay slowly as small changes accumulate. A governance plan prevents that drift. This plan should outline who can create new categories, who approves new templates, and how redirects are handled when pages are removed.
Governance Checklist
- Who approves new categories?
- Who creates or modifies templates?
- Who reviews URLs before publish?
- Who audits internal links quarterly?
- Who owns redirects when content is merged or retired?
Without governance, even the best structure will break down. Roles and responsibilities should be clear, and reviews should be part of your team’s ongoing workflow—not something you only think about when problems appear.
Step 15) Plan for Localization or Multi-Region Early
If there’s any chance you’ll expand into new locations or regions, design your structure for it now. Too many companies wait until the last minute and end up patching together confusing URL structures or duplicate pages. A scalable approach ensures each location feels intentional, not bolted on.
Local Page Pattern
- /locations/city
- /services/web-design/city
- Local proof: client logos, nearby projects, map embeds, and city-specific FAQs.
Think about how you’ll manage region-specific content, whether through subfolders (example.com/ca/), subdomains, or a carefully planned set of location pages. A little planning here saves you from reworking hundreds of URLs later.
Step 16) Make Search a First-Class Feature
On-site search is more than a convenience. For larger websites, it’s a structural element that guides how visitors engage with content. If people can’t find what they need through navigation, they’ll default to search—so make it work well.
Search Plan
- Place search prominently on sites with 100+ pages.
- Use query logs to identify gaps in your content structure.
- Design search results with filters and clear snippets.
Many teams overlook how search insights can fuel structural improvements. If visitors consistently search for something you don’t have a page for, that’s a clear signal to create one. Search should guide your growth roadmap, not just respond to it.
Step 17) Build a Resource Architecture That Supports Many Formats
Resources shouldn’t be a catch-all bucket. A scalable structure breaks resources down by format or theme so that visitors know what to expect and search engines can categorize content more accurately.
Resource Library Structure
- /resources/guides
- /resources/checklists
- /resources/webinars
- /resources/templates
This type of structure allows you to grow your content library without creating confusion. Each section can expand independently while staying organized under a common system. Visitors will find it easier to locate what they need, and AI-powered search engines will recognize the depth of your resources.
Step 18) Connect Structure to Analytics From Day One
A solid structure isn’t just about organization—it’s about measurement. If you can’t track performance by section or template, it’s difficult to improve. Plan your analytics to reflect the way your site is organized.
Measurement Ideas
- Custom dimensions for “Page Type” (Service, Case Study, Blog, Guide).
- Dashboards for each hub (e.g., Web Design hub traffic and conversions).
- Google Search Console folders view by URL path to assess performance by section.
These insights help you identify which parts of your structure are working and which need refinement. Over time, you can reallocate resources toward high-performing hubs and improve weaker sections with targeted content.
Step 19) Plan Migrations Without the Mess
If you’re restructuring an existing site, you’ll need a careful migration strategy. A sloppy migration can destroy rankings and user trust. Structure your redirects with as much precision as possible.
Migration Essentials
- Inventory all current URLs using a crawler and CMS export.
- Map each old URL to the closest relevant new page.
- Use 301 redirects for permanent moves, and avoid redirect chains.
- Update internal links to point directly to the new pages.
A well-executed migration preserves your authority and makes it easier for search engines to understand the new structure. Treat this process with the same importance as a product launch.
Step 20) Future-Proof With Component Thinking
When planning your structure, don’t just think in terms of pages. Think in terms of components—reusable sections that can appear across different templates. This makes your site flexible and scalable as new needs arise.
Component Library Starters
- Feature grid (3–6 items)
- Process steps (numbered with icons)
- Stats band (key numbers with labels)
- Testimonial slider (quotes with optional images)
- Resource rail (latest three items in a category)
- Call-to-action bands (primary and secondary)
By thinking in components, you make it possible to add new offerings or campaigns without reinventing the wheel each time. Structure stays strong while content evolves.
Common Structure Mistakes and Easy Fixes
Even smart teams fall into common traps when planning site structure. Here are a few to avoid:
- Too many top-level items: Consolidate into hubs and use dropdowns for detail.
- Random one-off pages: Fold them into a hub or convert them into resources.
- Vague labels: Replace with plain language users expect.
- Dead-end pages: Always provide a next step or related links.
- Content orphaning: Ensure every page links both to and from another page.
How AI-Generated Answers Affect Structure
Search engines are evolving into answer engines. AI-generated results pull content from your site to summarize for users. If your structure is sloppy, you risk being ignored. If it’s clear and organized, AI systems will treat your site as a reliable source.
Doable Tweaks
- Add short definition boxes near the top of key pages.
- Use headings that match real search queries (“What is…”, “How to…”, “What’s the difference…”).
- Include concise summaries at the end of sections for AI snippets.
Structured content is more likely to appear in featured snippets, AI overviews, and even voice search results. Your structure directly impacts how future search engines surface your content.
Practical Example Sitemap for a Growing Brand
Here’s an example of how a scalable site structure might look for a services-based company:
Top Level
- Home
- Services
- Work
- About
- Resources
- Contact
Services Section
- Web Design (hub)
- Strategy and Planning
- UX and Information Architecture
- Design and Prototyping
- Development and CMS
- Performance and Optimization
- Website Care
- SEO Services (hub)
- Technical SEO
- Content Strategy
- Local SEO
- Analytics and Reporting
Post-Launch Structural Maintenance
Your site structure will need care over time. Small, consistent checkups prevent larger issues later.
Monthly Tasks
- Add new content under existing hubs rather than creating new top-level items.
- Review internal linking on new content.
- Check on-site search queries for new opportunities.
Quarterly Tasks
- Audit categories and tags to prevent sprawl.
- Evaluate performance by section in analytics.
- Prune or merge underperforming pages.
Your First Five Structural Improvements
If your current site feels chaotic, here are five improvements you can make this month:
- Create a one-page site map showing hubs and spokes.
- Standardize URL patterns across all sections.
- Update templates for services, case studies, and blogs.
- Wire at least ten internal links into each hub.
- Add breadcrumbs and FAQ sections where they make sense.
Wrap Up and Next Steps
Site structure is the foundation of scalable growth. Done right, it gives visitors clarity, teams consistency, and search engines confidence in your authority. Done poorly, it leads to confusion, wasted effort, and declining rankings. By following these steps—mapping journeys, building hubs, enforcing templates, and maintaining governance—you can ensure your site grows without chaos.
Need assistance? Our Services overview explains how we plan and build structures designed to last. Or, if you’re ready for a full build, explore our Web Design process to see how we make structure part of every project.
