The Impact of a Good Website Structure

The Impact of a Good Website Structure

Lemuel Galpo
Written by Lemuel Galpo
February 21, 2015

At first glance, a website can contain too many information. There are pictures, colors, fonts. There are the advertisements, product information, pricing information, and the call for the customers to take action. These may seem a lot to take in to, but having good website structure can help your customers understand what you are trying to convey to them.

In a webinar hosted by A/B testing software Convert along with SerpIQ‘s Darrin Demchuk and Kevin Espiritu, they stated that you must direct your visitors to where you want them to be. The customers will look at everything as a whole during the first 5 seconds that they land on your website. But as time goes by, suddenly all the bits and pieces of information start to makes sense. The colors, the fonts and the pictures start to complement one another.

The Impact of a Good Website Structure

Ideally, the customer will see the purpose of the content and they will see the reason why there’s a button in that certain page. Their eyes will tell them where to go and their minds will direct their every action. This all happens because your website is structured to do the things that need to be done. A good-structured website is most-likely to create a conversion and that is the maximum impact that you should aim for.

The Three Philosophies

Learning proper website structure helps you in two ways. First, customers who come to your site will be able to navigate through your site more fluidly, preventing them from bouncing right off of your site in frustration. Second, Google and other search engines will be able to index and rank more pages on your site, driving you more traffic and making you more money.

[Tweet “A good website has three basic philosophies – it’s crawable, it’s scalable, and has a tiered structure”]

This is one of your goals – to rank well, especially in Google results, to guarantee profit for your business. SerpIQ SEO believes that this goal is achievable for as long as you follow the three basic philosophies for a good website structure.

  • Crawable – Your website should be web-crawler friendly. This means that the content must be indexed by the web crawler or a web spider so it will appear in the search engine results. This increases the chances for visitors to enter your website.
  • Scalable – This means that your website is user-friendly. You can edit- add or remove a product or information as fast as you can and on your own. No need to call for programmers to do the job for you. This is important because the business never sleeps – it is a 24/7 business. If the information on your website is not updated on time, it will eventually affect the conversion goal.
  • Tiered structure – If your website has a tiered structure, this means that the web spider can go on your website on different angles. Regardless of where the web spider lands, it must be able to capture concise information about the product.

Improving the Quality

Just like SerpIQ, also works in the premise of enhancing customer experience by using A/B testing. While the other works on the structure, will show the part of the website that is creating the impact. It is good to have the two working together because if you have a structured website backed-up by results of A/B testing, you are on a guaranteed route to creating a huge success in your conversion goal. In an article by Justin Deaville, he believes that,

A well planned site structure improves your chances of ranking well

SerpIQ will help you structure your website so you can get the most from SEO perspective while enhancing website usability. DO you want to know more? You can watch the full webinar here.

Originally published February 21, 2015 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of's growth team and coordinates all writers, editors and illustrators.
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