A good website structure is essential to:
-have a good conversion rate (visitors to the website become customers)
-to enable visitors to find all the necessary information easily;
-prepare your website for search engine scanning.
Create one page per customer issue
A page must correspond to the expression of a need or a problem of your potential customers. You have to put yourself in your customers' shoes to best meet their expectations.
For each problem you have to create a page that contains targeted information that will answer it. You will be able to guide your visitors as best you can to get them to the action you want.
What are your clients' problems? Why do they need your services? One method to remember is to write down all the possible problems on post-its and then group them by similarities until you have consistent sets in terms of target.
Organize your pages for your customers
The categories are very practical in bookstores where all the books had to be stored in a certain way. On the internet, it is enough to use a search engine to find what you want, no matter what category you are in. The structure of a website has nothing to do with a data organization structure.
A category on the Internet is not used to organize and but to communicate. The creation of a category or section should only be done by thinking about your customers and their problems.
3 exceptions: the homepage, who we are and contact
The function of the homepage is to direct your visitor as quickly as possible towards the page of corresponds to his/her problem. The pages “About Us” and “Contact” are expected by visitors and have become the norm. Think carefully about how each of them will be used. Who will contact you?
In some industries other pages can be expected. They often have a practical role. For example, a hotel website usually has a “book now” page. These pages have a practical role, they are necessary.
Don't create too many pages
The more you ask your visitors to click, the more you lose.
If a visitor arrives by search engines or a link on a page that corresponds to his problem, he must find all the information necessary to be able to take action. The only click he has to make is the one of the action you tell to him.
Don't ask a customer to click to find customer references, reviews, photos, etc. Structure your website so that all this information is placed on the relevant page and so limit the number of clicks.
Put the right amount of information
Your website is a commercial website above all. Its purpose is not to put all the information on your company, but to present the relevant information in the right place to guide your visitor in his visit on your site so that he wants to carry out an action that you have defined.
Visitors do not need to be drowned under a large number of photos and videos of average quality. He doesn't necessarily want to download your superb brochure if the necessary information is already on the website. He doesn't need to know all the history of your company (except of course if it adds to your brand image).
The structure of your website must remain simple. It must be clear to you and every element of the website must have a commercial reason.