This short insight is from of our Methods series: A discussion of useful working practices and ideas for better ideation and execution. We discuss what each method is, why they are useful, and how to utilize them.
An exercise to plot out a comprehensive structure of a website, rending how each page relates to one another.
To plan and organize contents of a new website before the wireframing stage. You can also use this technique to audit existing websites to assess the structure and content.
Getting the site map right can greatly improve average the user experience. This exercise could last several hours for extensive websites, but you could also consider the 'solution sketching' approach to create viable options at speed.
Rough site maps may lack the full picture, but by starting with this quick fire collaborative method you may find that many deeper thoughts come to light faster. With more key considerations on the table, you'll be able to proceed with clarity when creating your new in-depth site map.
We often utilise Figma as our site mapping tool of choice as it allows for live team collaboration with each component easily configurable.
To conclude, some attention should be given to marketing funnels. This refers to a guided process of predetermined actions you wish your user to take, with defined layers assigned for each step of this journey.
When structuring a site map, you have the opportunity to build a purposeful website that helps inspire and motivate users to perform certain actions.
For example if your goal is to get more newsletter subscriptions you may have started by having a simple 'subscribe' button in the top corner of every page. If you found that you weren't gaining as many conversions as expected, you could brainstorm an intelligent funnel within the structure of the website. To illustrate this, imagine the following steps:
Whilst many marketers will simply build countless landing pages for such funnels, if you have a website built intuitively and intelligently, you'll have a strong asset that organically aids your goals.