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Inbound Marketing Blog

How to Organize Website Content

Whether you’re creating a new site from scratch or just giving your site a facelift, content on the site can be a challenge to deal with. Inevitably, there is always either too much content or not nearly enough! In this blog post, we won’t be dealing with creating content as much as we’ll be dealing with how to go about organizing your existing content!

Take an Inventory

The first step in organizing your content is to make sure you take an inventory of everything that is either existing or proposed for the site. If you will be replacing your current site with a new one, there are some tools out there (like Screaming Frog) that will crawl your site and return a list of all the pages as well as some on-page SEO elements. This is usually a great place to start and helps you get a handle on all that content.

Good ol’ Pencil and Paper

Even though we’re a digital agency, sometimes there’s nothing more effective than a good ol’ pencil and paper! Once you have your pages listed out, get yourself some 3x5 index cards. Cut them in half if you need to. You’re going to take each page in your inventory and write the name of it (include a description if you need to) on an index card. If you have 25 pages in your site, you’ll have 25 index cards at the end.

Card Sorting

Once you’ve got your cards complete, you go through two rounds of sorting the cards. Have people in your organization (having actual customers do this is even better!) put the cards in groups and make notes about what cards are typically grouped together. You’ll quickly start to see two things:

  1. Most people group things in similar piles
  2. A few cards always switch between groups, depending on who is grouping them. Once a person has made their groups, have them name each group something they think fits.

What you’re doing is trying to understand how different people think of your content. Why did they group “about us” with “history”? If there are cards that people struggle to group together, you may want to consider removing those pages from the site completely. Alternatively, you might want to take the content on those pages and combine it with another page. That decision can be made by best understanding your user paths – but that’s for another blog post!

Create the Sitemap

After you have your groups named and you know the pages inside each group, you just have to put together the Sitemap. We just use a spreadsheet to document it all, which allows us to add some on-page elements to each page. It’s a nice way to keep everyone on the same page. If you’re part of a development team though, it may make more sense to just implement in whatever system you’re using. In either case, you’ve managed to wrangle in that content beast and create a nicely-organized site!

Clear as a Bell Summary

Planning your site architecture can be a challenging task – especially when you’re converting legacy content! But, if you begin by taking an inventory and then enlisting the help of your colleagues and customers, you can pretty quickly decide what content should stay and where it should live inside the site.

Free Guide!

If you’d like more information on how to effectively plan your site, we’ve got an entire guide we’ve assembled to help you. If you need further help ensuring your site architecture matches your strategy, or you’re interesting in having your site earn you more leads or more sales, we’d love to talk to you more about how we could help!


Download a Guide to Organizing Your Website Content with Card Sorting

If you prefer video...

Check out Jeff's video he originally created to help you with card sorting.  

Topics: Strategy, Development, Marketing

Jeff Bell

Written by Jeff Bell

Jeff Bell is Chief Operating Officer. He strives to increase quality and efficiency through the use of innovative tools, approaches, and new ways of thinking. His past experience programming and leading web development and marketing teams allows him to bring a structured, analytical approach to a very creative team.

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