A good website structure (or website architecture) allows site visitors to find what they need, when they need it. Good structure organizes your site’s pages to aid visitors and let search engines find you online.
In a Shopify Masters interview, Jamil Bhuya of OtherHalf likens a robust website structure to a house’s floor plan. If the layout is inefficient, it doesn’t matter how well you decorate it. You might need to “rip that thing down to the studs” and redesign the flow to optimize conversion, he says.
This article will explain the different types of website structures, elements of a solid site structure, and tips for organizing your website’s content to optimize user experience and searchability.
What is a website structure?
A website’s structure refers to the arrangement of all the pages, content, and elements. It affects how your website interconnects and can help bring in new users and keep them engaged once they’re there.
A solid website structure is an essential component when it comes to search engine optimization (SEO), particularly when it comes to linking. The better your SEO, the more likely your site will show up when people search for relevant phrases related to what you offer. If your internal linking strategy is poorly organized, search engines may not display pages in search results in a way that benefits your site.
Once people get to your page, your website structure is also key to cultivating a positive user experience. A 2026 Forrester report finds that 72% of customers say that effectively finding what they’re searching for on a brand’s website makes them more likely to shop. Navigating through a site should be easy and intuitive for users to find what they want, and a disorganized site structure can be frustrating for visitors to navigate.
Types of website structure
Each of these common website structures have different use cases, though some sites may use a blend of structures together.
Hierarchical
Use cases: Simple ecommerce websites, portfolios, and blogs.
A hierarchical website structure is built like a tree. Consider the homepage as the root, main category pages as primary branches, sub-category pages as secondary branches, and individual product pages as the leaves.
Many web developers use this structure because it mimics how people intuitively categorize information. It also makes internal linking easier as site builders link pages in order from homepage through to individual pages, naturally tying the key pages together.
This structure is often used for simpler sites such as smaller ecommerce websites retailing fewer items, portfolios where visitors may be looking for details on individual projects, or blogs.
Matrix
Use cases: Large ecommerce websites, content aggregation sites.
Also known as a webbed site, a matrix website structure is a large set of interlinked pages which users can navigate without a predefined journey. Although main and child pages still exist, users don’t necessarily need to use them or follow a set path. Think of the matrix structure as a spider web with multiple paths to specific points, all of which are connected. This structure usually retains organization through features like internal links, and site users should be able to find what they’re looking for in as few clicks as possible.
With a matrix site, a user has multiple options and entry points, as pages are interconnected. One product can exist within multiple collections, and collections can overlap. The product pages are surfaced in the context relevant to the user.
This type of structure is often suitable for large ecommerce websites, or similar platforms that hold large numbers of products, pages and items.
Database
Use cases: Digital forums, messageboards, social media platforms.
A database model (or dynamic site) is a more complex site structure that allows users to navigate their own path. Database structures allow the most user customization and personalization of any site type.
Instead of guiding users along a desired path, they present as many options as possible in a loosely organized fashion, such as a newsfeed or messageboard, for visitors to interact with independently. These models are often used for sites that present vast amounts of content to a user with no or few linear paths to get there.
These sites have a database of information and present relevant content based on the user’s preferences, searches, or filters. On the back end, information is stored in tables and connected via unique identifiers (“primary keys”) that can be referenced in other tables as “foreign keys.” For example, the primary key for a website visitor, their customer ID, might be referenced as a foreign key attached to an order they place.
Examples include booking websites, large ecommerce websites, social media networks, classified ads, forums, and streaming platforms.
Sequential
Use cases: Landing pages, courses, tutorials.
A sequential structure (or linear structure) guides the user through a site in fixed steps. Users move from one step to another in a predetermined sequence with a clear beginning and end point, with each step having only one task to complete.
Sequential structures discourage exploration and are most common in websites with a single possible conversion, usually for lead generation. This is typically suitable for sites that revolve around singular, simple actions like signing up for a free trial, purchasing tickets, or booking appointments.
Elements of website structure
Organizing a website’s structure in a user-friendly, logical, and effective way includes the following five elements:
Homepage
The homepage is the central hub of a website and serves as the main entry point for most users. Regardless of your type of structure, the homepage should link to all the important or main category pages. The homepage should clearly define a site’s purpose and key features, and make it easy for users to continue their journey with clear calls to action (CTAs).
Navigation menu
The website navigation menu is a system of links that lets users move from section to section. It typically appears across all pages of a site. Similar to the signs above store aisles, clear and organized navigational elements help users find what they want quickly and easily.
Navigation menus can include top-level navigation bars, submenus, sidebars, and footers. They typically contain information about the business, a site map, customer service contact details, and a terms of use statement.
Categories and subcategories
Category and subcategories are like individual store aisles and sections. These pages group related content together so users can easily browse and search engines can quickly understand the page’s context. On ecommerce stores, collections are the equivalent of category pages.
Individual pages
Individual pages are comparable to all the products on store shelves. They contain a website’s content, such as product pages, articles, or blog posts. They live below category and subcategory pages and include specific information about the product or topic.
Contextual links
Contextual links are links within a page’s core content, as opposed to in a navigation menu, breadcrumb, or other templated space. They simplify navigation, enhance content organization, and improve indexability. Contextual links also give users additional pathways for exploration by guiding them to relevant content based on what they’re reading.
Tips for structuring a website
- Plan a clear hierarchy and choose your structure
- Build from a story
- Incorporate a search function
- Use breadcrumb navigation
- Structure URLs appropriately
- Implement internal linking
- Create a sitemap
The right structure for your website depends on what you’re offering and how you want to guide the customer experience. Some useful tips for website structure include:
Plan a clear hierarchy and choose your structure
Organize your content in a way that makes sense for users. Start with broad categories, then break them down into more specific subcategories. You may also want to map out the user’s journey in a step-by-step flow to help you choose which website structure best suits your site’s content.
For a customer facing site such as a sales or ecommerce platform, information or journey to conversion should be reached in as few clicks as possible. Flat website structures prioritize simpler navigation and minimal hierarchy, which makes navigation easier. Deep structure is more complex with more clicks required to reach an outcome. For customer-facing sites, consider using a flat structure rather than a deep structure.
In an episode of the Shopify Masters podcast, former Vice President of Kopari Toral Patel explains that, during peak seasons, the brand structures their website to make top selling products easy to navigate to focus sales. “We’re trying to reduce friction,” Toral says. “And we’re making it an easy, simple process so that somebody can convert really quickly. And I think simplicity is key.”
Build from a story
Building from a creative state of storytelling can be a good way to approach website structure if you have a clear vision. For example, Graza founder Andrew Benin says his user experience (UX) and user interface (UI) team were key players in their creative process while building the business’s website.
“Every single page was designed separately based on what the storytelling goal was,” he says on the Shopify Masters podcast. “It wasn’t reverse-engineered from conversion, it was engineered from the story.”
Incorporate a search function
A search function helps users find specific content quickly and is essential for large sites with lots of information. It can help relieve the navigational burden of your website structure by providing a shortcut option for users. Display the search function prominently (usually in the top right of the navigation menu).
Use breadcrumb navigation
Breadcrumb menus represent the path a user takes to get to a page through a trail of links, making it easy to navigate backward and forward. It also helps users (and search engines) understand the page’s location within the site’s hierarchy.
Shopify store ColourPop uses breadcrumb navigation to help visitors find the products they’re looking for and understand what category they fit under.
Structure URLs appropriately
A well-structured URL helps site visitors and search engines understand the contents of a page before opening. URLs should be kept as clean, short, and organized as possible, and reflect your site’s hierarchy (domain name, categories, sub-categories,and individual pages). Logical URL structures that accurately reflect a site’s hierarchy make it easier for both users and search engines to understand a site’s content.
For example, ColourPop’s URL structure: https://colourpop.com/collections/shadow-palette
Implement internal linking
Internal links help users discover related content, keeping them engaged on your website for longer. They also help your SEO, so search engines understand your site structure.
“Internal links are the core of how people and bots navigate your site,” says tech SEO expert at Shopify, Arthur Camberlein. “I would not think about the category of pages, but focus more on context.”
For example, a blog post about helmets should link to helmet products, subcategories, and related accessories like gloves to help search engine crawlers do their job.
A good internal linking strategy helps avoid orphan pages, which are pages with no links to or from them. Users and search engines can easily miss these pages, so the best practice is to have as few orphan pages as possible. You can check for orphan pages in Google Search Console or with a site crawler like Screaming Frog.
Create a sitemap
There are two types of sitemaps: XML and HTML. An XML sitemap uses a text-based format to store and transport data, letting search engines crawl and index them effectively. The .xml format describes what the data is.
An HTML sitemap is also a text-based format, but its purpose is to determine how the information displays to viewers. For example, the way the sections and pages appear on a website.
Both provide a clear and accessible view of the site’s organization.
Website structure FAQ
What are the four types of website design structures?
The four types of website structures are hierarchical, matrix, database, and sequential. Some websites may use a combination of structures.
What is the basic structure of every website?
The basic structure of every website includes a homepage, navigation menu (header and footer), and individual pages. While every website is different, this is one of the most common ways to approach structure.
How do you organize a website?
To organize a website, first decide which site structure best suits your content. Then, create well-defined categories and subcategories, grouping related content together with contextual links. Make sure the site is easy to navigate and access information through, and tie it together with cohesive design elements.
