How to Organize Your Website's Content

One of the most difficult tasks people face when they build a website is deciding how to organize the site's content. The experience I've gained from seven years as a website designer will help you attract new visitors and keep them on your site longer.

1. Think broad to narrow
   All the content of your site should fit into a few broad categories, such as "About Us" and "Resources". By keeping the top headings broad, you won't need to change the site navigation when you want to add new content -- nearly any type of content should be able to fit under one of your broad categories.
2. Use familiar terms that mean something
   Don't make people guess what is behind link number one. Use familiar, descriptive categories and avoid jargon: "Articles" not "Info Nuggets".
3. Limit the number of top level categories (the main areas of your site)
   A common problem with small websites is overwhelming the user with too many choices. Limit your top level categories to 4 to 7 and have the user drill down from there.
4. Define your audience
   Figure out who is coming to your site, where they are coming from, and who you want to come to your site. What search words brought them to your site? How can you answer their questions right away and keep them on your site?
5. Meet the needs of your audience
   Organize your content so that it meets the needs of your audience(s) and makes it easy for them to find the information they're looking for. Use top level categories such as "Services for Small Businesses". If your site has a lot of content that is appropriate for multiple audiences, this type of structure might not work for you.
6. Allow users to search your site
   If your site is more than a few pages, you need to offer search capability if you expect impatient users to stay. Search also allows you to cross reference your pages: the search engine pulls up pages based on content, not categorization.
7. Build a website that is easy to change
   Use a content management system (CMS) that allows you to change category names and move pages around easily. You will find that over time your site traffic will change and you will want to modify the way it is organized. A CMS will let you change your website yourself anytime without expense.
8. Don't reinvent the wheel
   Model your content organization on major sites that are similar to yours. If other sites use the term "Articles", don't use the term "Research". You want people to feel comfortable on your site so don't force your visitors to learn a navigation system from scratch -- use standard devices such as tabs and left column links.
9. Think about users who enter your site in the middle
   Search engines often place users somewhere in the middle of your site, on a page that contains the phrase they were searching for. Be sure the user can easily figure out where she is and find more information.
10. Use your homepage wisely
    The homepage can explain how your content is organized. Use nice big links or graphics to your major areas with a few words explaining what the area contains. Don't make your visitors guess -- guide them to the answers they seek.

About the author:
Stuart Green has been working with entrepreneurs, entertainment companies and non-profit organizations for over seven years as a partner in building and developing ecommerce and information-based websites. Stuart works with his clients to insure that their message is translated into the solutions that meets their needs -- combining design, communication and technology for creative, cost effective strategies. Stuart can be reached at info@level9digital.com or level9digital.com.