The first step in building a corporate website is often determining the column structure. The column structure determines whether users can quickly find information and also affects how search engines understand and index the site. If the initial planning is unclear, later revisions can be costly. So, how do you determine the column structure? The core approach is to start from user needs, align with business goals, first list all content, then group it logically, and finally define the navigation hierarchy.
This article provides a step-by-step guide from a practical perspective, suitable for both new website creation and old website redesign.
1. Why Column Structure Matters
The column structure is the skeleton of a corporate website. When users enter the site, they use the navigation bar to understand what services the company offers, what products are available, and how to get in touch. Search engines also use the column structure to judge whether the site's theme is clear and which pages are more important. A reasonable column structure can enhance both user experience and search performance.
Common mistakes in column planning include: having too many columns, leaving users unsure where to start; or having too few columns, causing all content to pile up and making it hard to find. The ideal column structure balances completeness with navigation simplicity.
2. Two Steps to Determine the Column List
2.1 Organize Core Business Content
First, without considering hierarchy, list all content the website needs to present. Start with these aspects:
- Basic Company Information: Company profile, development history, certifications and honors, corporate culture, etc.
- Products or Services: Product lines, service items, solutions, typical cases, etc.
- Customer-Focused Content: FAQs, usage guides, pricing references, cooperation processes, etc.
- News and Updates: Company news, industry insights, event announcements, etc.
- Contact Information: Phone, email, address, online inquiry, map, etc.
After listing, merge similar items. For example, multiple products can be grouped under "Products," and multiple solutions under "Solutions."
2.2 Group by User Needs
Think from the user's perspective: What problems do users most want to solve when visiting the site? Typically, users care about "Who are you," "What products do you have," and "How to contact you." Based on this, you can divide content into core columns:
- About Us: Company introduction, certifications, team, etc.
- Products/Services: Product or service details, cases.
- News/Updates: Company news, industry information.
- Contact Us: Contact details, online inquiry.
These are the four basic columns. Depending on business characteristics, you can add "Solutions," "Support & Services," "Careers," etc. Note that the number of columns should generally be kept within 5-7, and sub-columns should not exceed three levels.
3. Design Navigation Hierarchy
After determining the column list, move to navigation hierarchy design. Common structures include:
- Flat Structure: First-level columns directly link to all pages, suitable for sites with less content.
- Hierarchical Structure: First-level columns contain second-level or even third-level columns, suitable for content-rich sites.
For example, a manufacturing company might design it like this:
- Home
- About Us (Company Profile, Development History, Certifications)
- Products (A Series, B Series, Custom Services)
- Solutions (Industry Applications, Typical Cases)
- News (Company News, Industry Trends)
- Contact Us (Contact Details, Online Inquiry)
Note that each column should not contain too much content. If a second-level column has a lot of content, consider promoting it to a first-level column. Navigation text should be concise and clear, avoiding vague terms.
4. Adjusting Columns for Website Redesign
If redesigning an old website, column determination should reference existing data:
- Analyze Existing Content: Which columns have high traffic? What content do users fail to find? Use site search records to understand user needs.
- Merge or Remove: Merge long-unvisited columns into related ones, or remove them directly.
- Reorder: Place the most user-cared columns in prominent navigation positions.
- Preserve Indexed Pages: During redesign, set up 301 redirects to avoid losing existing pages.
Redesign is not about starting from scratch, but optimizing based on the existing structure, retaining valuable content for users and search engines, and removing redundancy.
5. What to Do After Confirming the Column Structure
Once the column structure is confirmed, the next steps are page prototyping, content writing, and website development. The column structure is the foundation, but the quality of subsequent page content is equally important. It is recommended that after confirming columns, create a content plan for each column, specifying what to write, approximate length, and required materials. This will make website development more efficient.
In summary, the column structure of a corporate website should be planned around user needs and business goals. First list, then group, then define hierarchy, and adjust based on actual conditions. This approach results in a clear site structure where users can easily find information, and search engines can better understand the site's theme.