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How to build a good website structure - step by step to online success
If you want to be visible and successful online as a self-employed person, coach or small business, there’s one thing you can’t avoid: the right website structure . What sounds like a technical detail at first glance is actually one of the most important levers for your visibility, user-friendliness and conversion rate . Whether for Google or for your visitors – a well thought-out website structure often decides whether someone stays or bounces. In this article, I’ll show you how to build a good website structure that works – even without a degree in web design.
What does "website structure" actually mean?
The website structure is the framework of your website – it determines how content is organized, connected and made accessible.
There are roughly three levels:
- Page structure: Which subpages are there? (e.g. homepage, about me, offers, blog …)
- Navigation structure : How do visitors find these pages? (menu, footer, internal links)
- Information architecture : How is content organized logically? (e.g. topic clusters, hierarchies, categories)
A good structure guides users intuitively to their destination – and at the same time shows Google what your site is about.
Why website structure is so crucial to your success
A good structure is like a clear signpost – it saves your visitors time, reduces bounce rates and increases the chances of making contact or a purchase.
Specifically, a well thought-out structure will help you:
- Better user experience (UX) : Your content is easier to find
- More visibility in search engines : Keyword SEO website structure
- Higher conversion rate: the clearer the site guidance, the more likely it is to be acted upon
- More trust : A clear structure looks professional
Google loves structured pages – because they are easier to crawl, understand and rank.
Planning the structure of a website - first steps
Before you “build” anything, you need a clear plan. Without structure, a page will otherwise quickly become a confusing hodgepodge.
Define target group
- Who visits your website?
- What is this person looking for?
- What problems or questions does she have?
Roughly plan content
- What content is really important?
- Which pages do you need (e.g. homepage, services, about me, blog, contact)
- Optional: FAQs, case studies, resources, landing pages
Define page hierarchy
- Main navigation: 4 – 7 central pages
- Logically group subpages
- Avoid too many menu levels (flat structure is better)
Create a sitemap
Create a simple sitemap as a sketch or table. This way you can immediately see whether your structure makes sense
Best practices for building website structure
Here are tried and tested principles that have proven themselves in practice for both small and large websites.
Flat hierarchy
Ideally, each subpage should be accessible with a maximum of 3 clicks. Google (and your visitors) love fast paths.
Clear menu structure
- Less is more: 5-7 main items in the menu
- Consistent terms: e.g. “Services” instead of “Our solutions”
- Don’t forget mobile optimization – e.g. burger menu with logical structure
Home page as a "gateway to the site"
It should clearly structure what can be found where – often with teasers about services, about you, blog articles or a contact CTA.
Use internal links
In the text, refer specifically to related content. Targeted linkjuice is also very useful here. This helps Google as well as the reader.
SEO website structure - what Google really wants to see
Your website structure has a direct influence on your Google ranking – here are the most important SEO factors:
Clear URL structure
- speaking URLs: www.yoursite.com/services/branding
- No cryptic parameters or numbers
- URLs reflect the structure
Activate breadcrumbs
The “breadcrumb navigation” shows users and Google where they are.
Internal links
Google follows links – so use specific links within your texts to connect topics.
Mobile & PageSpeed
A clear structure also supports mobile loading times and usability – important Google ranking factors.
Tools & Plugins
- Rank Math and Yoast SEO (both WordPress): Gives tips on structure and internal linking
- Screaming Frog SEO Spider: Technical analysis of your site structure
- Google Search Console: Checks crawlability and indexing
Common mistakes when building a website structure
You should avoid these pitfalls.
❌ Unclear navigation (e.g. everything hidden in the dropdown)
❌ No connection between blog, FAQ and services
❌ Duplicate content due to similar pages
❌ No logical structure between content pillars and blog
My conclusion: A good website structure is not a coincidence - it's a strategy
If you want a successful website – whether as a coach, self-employed person or small business – then you need more than just a beautiful design. You need structure . Because without it, neither people nor search engines will find what you have to offer.
Tip to get you started: Grab some paper or a whiteboard and sketch out your ideal sitemap. You can then use a tool such as Notion, XMind or even Excel to work out your structure further
FAQ - Frequently asked questions about the website structure
Ideally a maximum of 3 levels – Homepage > Category > Underside. Flatter structures are better for SEO and usability
A central one. It influences how Google finds, evaluates and indexes content – and therefore your ranking.
Use tools such as Screaming Frog or Google Search Console to analyze where there are too many clicks, duplicate content or isolated pages – and restructure
Yes – at least a visual or mental structure is also useful for small pages. An XML sitemap for Google also helps
Yes, for example:
- Screaming Frog (for technical structure)
- FlowMapp (for visual sitemap planning)
- Dynomapper, GlooMaps or Slickplan
About the author:
My name is Isabel and I am an independent digital strategist with a clear focus: visibility for the self-employed & small businesses. My heart beats for SEO, content, structure – and for explaining complex things in a way that makes them understandable and feasible.
On ixtreme.online I share my knowledge, my experience and a lot of plain language – without any technical gobbledygook.
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