How to structure your website
Want some ideas on how [and why] to structure your website for optimum SEO? Keep reading.
HOME PAGE. It’s your company’s first impression, aesthetics are crucial. Do not underestimate how meaningful this is. Make sure the design elements represent your brand across the entire site. Beyond that, keep your website as user friendly and easy to navigate as possible.
Like guiding a new guest for a home tour, you want to make sure your home page highlights what you want your audience to see first, and which direction you want to send them in.
Main Menu / Subcategories:
SHOP PAGE.
If you are selling a product, your Shop button should be the most prominent, in fact all pages should be pointing towards your e-commerce page.
Make it big.
Make it flashy - not tacky.
Make it easy to spot, no other buttons should compete.
MENU PAGE.
If you have a restaurant or menu based business, this is your Menu button.
SERVICES PAGE.
If your business is service based,
Say it immediately, make it short and sweet.
Save the details for a separate Services page. Better yet, have a separate page for each service you provide.
LOCATION PAGE. For brick and mortar businesses, in addition to a Google Maps link, you want to have as much information as possible about finding your location. If you are in a city, include the subway stop, whether or not there is a parking lot, a pay lot, or street parking. Make it easy for your audience to physically find you, and answer any questions there might be in order to do that. This is also where to include:
Hours of operation
Phone number / email
Multiple locations listing (include pins on a map interactive graphic)
ABOUT PAGE. There is nobody quite like you. Tell your story. People love a good origin story. Keep it short and sweet, and if you’re compelled to tell a longer story, write a blog or produce a video and link to it. If you have multiple team members, call this the TEAM PAGE.
PORTFOLIO PAGE. Artists, don’t get so busy creating works of art that you forget to create a web page to showcase your work. Instagram is rental property. Your website is homeownership.
BLOG PAGE. No matter what industry you’re in, there are so many topics to discuss. Your blog page is the opportunity to invoke conversations with your audience around topics you are passionate about. After all, they are here out of curiosity about you, your product, service, or information you are promoting.
Your blog page can be your SEO bread & butter.
Your blog page feeds your social media content!
VLOG PAGE or VIDEO LIBRARY. With the popularity of TikTok, Instagram Stories/Reels, and YouTube Shorts, it is good practice to have a home on your website for these short and long form videos that provide value to your audience. And again, it gives you another opportunity to point to your website for more content.
NEWSLETTER SIGN UP PAGE. This should also be the ongoing popup for your website upon loading, and at the footer of every page. This is a hot topic with many businesses, but a simple answer when it comes to marketers. You can’t afford to not do it. Especially if you are in a regulated market like cannabis and alcohol (just be careful when choosing a platform as some do not support these industries). It is one of the only ways left to advertise directly to your audience, and the conversion rate is trackable unlike social media. Depending on the number of subscribers it is also free or at least affordable. Newsletter writing and frequency will be a separate blog, so keep reading.
CONTACT PAGE. For those selling a service, this is particularly important as it is the next step. However if you have a brick and mortar location you need to drive traffic to, all of this information should be on your Location page.
REVIEWS PAGE. This doesn’t necessarily have to be a whole page (although it does build on your SEO), it can be a link to your Google Reviews page. Making sure your customer or client had a good experience is just a matter of asking. If their experience was stellar, don’t be shy, ask for a Google review. After all, word of mouth is marketing!
FAQ’s PAGE. In today’s world, most people aren’t going to pick up the phone and actually speak to someone for answers. They will find you on your social media and ask in the comments. If you do not have a social media account (why??), they will find your website and search for FAQ’s, so make sure it’s robust and add to it regularly.
PRESS PAGE. In any industry it’s good practice to have a press release when making big announcements. Your business is the product of your blood, sweat, and tears, and you should be shouting from the rooftops about it.
Make sure to go over your company website with a fine tooth comb regularly in its entirety. Review your website from your audience’s point of view. The last thing you want are typos, misaligned graphics, and other mistakes to fall through the cracks. You may only have one chance to make a professional impression.
