Why URL Structure is Crucial for Driving Users to Your Site

When starting a business, it’s almost a requirement for you to have your own website built to establish a digital presence that you can then use to market your business online. If there’s one thing we’re sure of about web design services, it’s the fact that there’s a ton of confusing information out there on proper URL structure. 

There are hundreds of other SEO practices out there that will easily give you the results you want, but having a URL structure that makes sense is a noteworthy way of gaining a possible edge over your competition. With that in mind, here are some URL structure best practices you can use to drive more customers to your website:

1. Always Lead with Your Domain

As you may know, every page on your website requires a URL. If you want a URL structure that’s easy to remember and organized, the best way to do it is to always lead your domain name. This communicates to users that the content is yours, and it makes it easier for them to connect to different parts of your website. Suppose you have an about page on your website with a post about the members of your team, the ideal URL should be:


This URL structure informs any user that stumbles upon this page that they are reading a page on your website. This can easily lead them to other pages on your site, like your home page or products page.

2. Follow a Standard Structure

Continuing on the previous discussion about leading with your domain name, this creates a uniform structure that makes all pages on your website similar. Despite the similarity in structure, it still has a unique identifying element on its URL. It’s very much like the process you take when thinking of your business’s brand name and identity. Every logo, banner, or poster should be consistent with your brand’s name and identity. This consistency builds awareness and solidifies your place in the customers’ minds. If you’re working with a web design company, coordinate with them the URL for each page and follow a standard structure. 

3.  Keep it Readable

Don’t get carried away with subcategories on your pages. Make sure you stick with one or two subcategories per page to keep your URL structure simple and easy to follow. URLs should be easy to read, descriptive, but concise. You need to use as few words as possible without confusing your audience. It should still convey the general purpose of the page. If you want to keep your URLs short, omit unnecessary stop words like “a,” “and,” “the,” etc.

4. Optimize URLs with Keywords

Yes, putting targeted keywords on the URL can help your website a lot. Think of phrases and words that people will use to stumble across your website whenever they perform a search. URL keywords may not drive enough traffic to your site, but it can definitely enhance your performance, especially if you’re using SEO on other parts of your website. However, avoid overloading your URLs with too many keywords, or your site could get flagged. One or two keywords per URL should be more than enough.


A URL works as a unique identifier that directs a user’s internet browser to your website and all your content. Without a uniformly structured URL, people can get confused when they’re trying to navigate through your website. If you want your audiences and potential customers to have an excellent user experience while using your website, follow those tips mentioned above.

DigiTech Australia is a digital marketing agency composed of highly skilled marketers and digital experts that can help you get the exposure you need for your business. Through our unique approach, we can help you develop a customised digital strategy that translates into real results. Contact us today if you need SEO, SEM, social media, or web design services.