How To Optimize Your Website Structure For Conversions

When you create a new website, the aim is to have anyone browsing it find value and possibly be a loyal fan. However, converting a visitor into a customer can fail even when your content, product or service is top-notch. 

So why does this happen?

Your site structure might be the problem particularly if it has a poorly optimized content layout, broken links or poor website navigation.

Whatever the reason, you want your visitors to have a pleasant experience right from their first interaction with it. 

In this article, we share five quick ways to optimize your web structure so you can retain more visitors and ultimately boost your conversions. 

Map out the navigation structure

A site that’s hard to move around can be a huge put off for many visitors. Sure you might have great content but that won’t matter if accessing it is difficult.

Mapping out the website structure is your best shot to fixing this problem. This involves planning how your webpages will relate to each other and interlinking them to ease navigation.

This helps your visitors find and consume content that’s outside your landing page hence boosting your conversions. Having a tool like WriteMaps will make sketching the navigation structure a breeze. 

Create audience personas

A website can attract different audience groups with varying needs, feelings, values, goals and priorities. Your goal should be to try and meet these needs by properly optimizing your web structure. An excellent way to achieve this by creating audience personas.

This process enables you to understand your visitors better by collecting useful demographic information about them. Moving forward, you can then design a web structure that appeals to and satisfies your audience. 

Plan layouts with wireframes

A lot of your visitors judge the value of your business based on the first impression they get interacting with your site. For maximum conversions, your web structure should guide users through menu options, navigation paths, and homepage callouts. 

A wireframe illustrates where content and major navigation elements appear on each page. When you plan your layout with it, you can easily establish paths between pages. Also, wireframes help to sort how various pages look and the impact of their user interfaces in converting your visitors. 

Design for brand experience

Anyone that stumbles upon your site should be able to quickly discern your brand identity. Your web structure is an extension of your brand and should embody your company’s personality. 

How you optimize it for conversion is by using relevant designs that please and are effective to your users. Choose fonts, images, textures, backgrounds and icons that make the site interesting to navigate. Where necessary, declutter the user interface to draw more attention to the call-to-action buttons. 

Assess and revise site structure

As your site grows, each visitor brings a new set of data that reveals how they interact with it. This offers you an opportunity to improve your site structure to make it more navigable and helpful to the users. 

Optimization can be as simple as changing a page title or the position of the call-to-action button.

Do you have any site optimization strategy that’s working great for you? Feel free to share with us in the comments below.