{"id":189,"date":"2025-09-02T18:37:29","date_gmt":"2025-09-02T18:37:29","guid":{"rendered":"https:\/\/temperdigital2.wpenginepowered.com\/?p=189"},"modified":"2025-09-15T11:25:26","modified_gmt":"2025-09-15T11:25:26","slug":"what-to-consider-when-undertaking-a-website-restructure","status":"publish","type":"post","link":"https:\/\/staging.temper.digital\/temper-digital\/what-to-consider-when-undertaking-a-website-restructure\/","title":{"rendered":"What to consider when undertaking a website restructure"},"content":{"rendered":"\n

Website restructures can be daunting for marketing teams. However, if managed well, they can deliver a significant uplift in engagement and conversions, often without having to re-write all your content.<\/em><\/p>\n\n\n

Avatar photo<\/div>

James Wylie<\/p><\/div><\/div>\n\n\n

Websites reflecting internal team structures underperform<\/h2>\n\n\n\n

We typically work with enterprise websites and knowledge-based organisations. These companies have particular organisational challenges that show up in their content structure.<\/p>\n\n\n\n

What we observe in websites over 3 years old, is organic growth. As the company has evolved, so has the website resulting in content silos, confusing user journeys, and inconsistent messaging.<\/p>\n\n\n\n

Crucially, their website mirrors the internal business structure. This is particularly typical of companies with silos and multiple sevice lines and business units.<\/p>\n\n\n\n

Internal structures don\u2019t make sense to customers<\/h2>\n\n\n\n

Websites built around internal structures typically focus more on \u2018what we do\u2019 rather than \u2018how we can help\u2019 solve customers\u2019 problems. The \u2018what we do\u2019 approach makes customers work harder than necessary to understand your offer and decide whether you are the right fit for their needs.<\/p>\n\n\n\n

There is a further complication when a journey spans more than one service and\/or team. In this scenario, we often observe inconsistent messaging and design due to departmental priorities overriding customer needs.<\/p>\n\n\n\n

Case studies and customer stories, of course, help. However, the customer must still join their own dots to understand how you can help them solve their problems, which is why they visited your website in the first place.<\/p>\n\n\n\n

Departmental silos show up as closed customer journeys<\/h2>\n\n\n\n

No business wants to admit that it has departmental silos, but let\u2019s face it, this is still the case for many large corporations. When a website mirrors the internal org structure, we see closed customer journeys.<\/p>\n\n\n\n

A closed web structure doesn\u2019t facilitate organic discovery. A customer may arrive on your website looking for one thing, find it, and then leave. While they\u2019ve achieved their goal, you\u2019ve missed an opportunity to engage that customer more deeply by exposing them to other customer challenges your organisation could help with. <\/p>\n\n\n\n

Your company may not realise that the website reflects the internal structure and that this is contributing to poor website performance.<\/p>\n\n\n\n

The first step is to visually map the existing website structure. If a website is built around internal structures, this is evident in the mapping, and this can be used to build a business case for buy-in and budget for fixing it.<\/p>\n\n\n\n

Key considerations<\/h2>\n\n\n\n

While not an exhaustive list, here are a few key considerations when embarking on a website restructure.<\/strong><\/p>\n\n\n\n