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Formation of the external structure of the site

The external structure is as important as the internal one, it includes such factors as: usability (user convenience), commercial factors (availability of search, phones, etc.), colorful design, and so on. When building an external structure, it is not necessary to violate generally accepted (or established rules) to the standard arrangement of blocks.

The structure of the site directly depends on whether the visitor will be able to find the right material or product, how comfortable the user will be on the site.

Each site has a header where the title (subtitle) of the site is usually written, a navigation menu where the names of categories, labels and other useful information are written, the main part of the site (in the figure – the content area), where the main information is published (simply put – where the article itself is), a basement where some information is shown service information.

Basic elements of the site

  • The head, cap, header are all the names of the upper part of the site, the block in which the logo is located, the main horizontal menu plus additional elements inherent in this site or its subject (banners, advertising, color palette, large image).
  • Left and right sidebar, there may be only one or both, or there may not be a side menu at all, which is rare in practice. The main purpose of these blocks is to provide additional information, to direct the visitor deeper into the site, to interest in slogans and videos. Add links to other sections of the site, filters.
  • The central block, the most important one, is the information or service for which the visitor came to your site. It is this part that the user is primarily interested in. The content should be easy to read and noticeable in the first screen, well, at most in the second. There is no need to force the visitor to scroll lower and lower in search of what he needs right now. Nowadays, people have forgotten how to wait, so they will easily close your site and go to another one.
  • The footer, the basement of the site, the block is intended primarily for placing contact information (company name, phone number, address). They also actively use the basement to add a navigation menu and other useful links.

When building an external structure, it is not necessary to violate generally accepted (or established rules) to the standard arrangement of blocks.

Approximately 99% of all existing sites on the Internet look like this, think twice, no three times before significantly shifting these blocks. The main menu at the bottom of the sidebar and the content in the basement is a failure, such a site is likely to be doomed. The user will not be able to find any navigation or information.

The external structure is formed at the stage of project creation. Ideally, a prototype is created and after approval, the design of the main pages of the site is created.

If you choose ready-made templates, then make the necessary changes in the process.


The task is to form the structure of the page in such a way that:

  • it was user-friendly;
  • answered his expectations;
  • there was a desire to perform an action (order a service, put an item in the basket, leave a comment, etc.);

It’s about presenting content. The elements in the site header, sidebar and bottom are best formed taking into account commercial ranking factors.

In order for us to understand what elements are necessary for our site, it is important to study the sites of competitors.

To do this, we will conduct a commercial audit.

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