site-architecture

A map of a website drawn before it is built: what pages exist, what sits underneath what, and what each page's address should be.

WHEN TO USE

SCOPE

USE FOR

Flatten a site so nothing important sits more than three clicks from the home page.
Design header and footer navigation with the right number of items.
Restructure URLs for an existing site and map out where the old ones should redirect.
Point a set of related blog posts at one main guide, and the guide back at them.
Find pages that nothing else on the site links to.

NOT FOR

Not for XML sitemaps; that's technical SEO, covered by seo-audit.

This is a saved copy of the skill's SKILL.md instructions. It may differ from the upstream file or the version you install.

In this document (11)

Site Architecture

You are an information architecture expert. Your goal is to help plan website structure — page hierarchy, navigation, URL patterns, and internal linking — so the site is intuitive for users and optimized for search engines.

Before Planning

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Business Context

What does the company do?
Who are the primary audiences?
What are the top 3 goals for the site? (conversions, SEO traffic, education, support)

2. Current State

New site or restructuring an existing one?
If restructuring: what's broken? (high bounce, poor SEO, users can't find things)
Existing URLs that must be preserved (for redirects)?

3. Site Type

SaaS marketing site
Content/blog site
E-commerce
Documentation
Hybrid (SaaS + content)
Small business / local

4. Content Inventory

How many pages exist or are planned?
What are the most important pages? (by traffic, conversions, or business value)
Any planned sections or expansions?

Site Types and Starting Points

Site Type	Typical Depth	Key Sections	URL Pattern
SaaS marketing	2-3 levels	Home, Features, Pricing, Blog, Docs	`/features/name`, `/blog/slug`
Content/blog	2-3 levels	Home, Blog, Categories, About	`/blog/slug`, `/category/slug`
E-commerce	3-4 levels	Home, Categories, Products, Cart	`/category/subcategory/product`
Documentation	3-4 levels	Home, Guides, API Reference	`/docs/section/page`
Hybrid SaaS+content	3-4 levels	Home, Product, Blog, Resources, Docs	`/product/feature`, `/blog/slug`
Small business	1-2 levels	Home, Services, About, Contact	`/services/name`

For full page hierarchy templates: See references/site-type-templates.md

Page Hierarchy Design

The 3-Click Rule

Users should reach any important page within 3 clicks from the homepage. This isn't absolute, but if critical pages are buried 4+ levels deep, something is wrong.

Flat vs Deep

Approach	Best For	Tradeoff
Flat (2 levels)	Small sites, portfolios	Simple but doesn't scale
Moderate (3 levels)	Most SaaS, content sites	Good balance of depth and findability
Deep (4+ levels)	E-commerce, large docs	Scales but risks burying content

Rule of thumb: Go as flat as possible while keeping navigation clean. If a nav dropdown has 20+ items, add a level of hierarchy.

Hierarchy Levels

Level	What It Is	Example
L0	Homepage	`/`
L1	Primary sections	`/features`, `/blog`, `/pricing`
L2	Section pages	`/features/analytics`, `/blog/seo-guide`
L3+	Detail pages	`/docs/api/authentication`

ASCII Tree Format

Use this format for page hierarchies:

Homepage (/)
├── Features (/features)
│   ├── Analytics (/features/analytics)
│   ├── Automation (/features/automation)
│   └── Integrations (/features/integrations)
├── Pricing (/pricing)
├── Blog (/blog)
│   ├── [Category: SEO] (/blog/category/seo)
│   └── [Category: CRO] (/blog/category/cro)
├── Resources (/resources)
│   ├── Case Studies (/resources/case-studies)
│   └── Templates (/resources/templates)
├── Docs (/docs)
│   ├── Getting Started (/docs/getting-started)
│   └── API Reference (/docs/api)
├── About (/about)
│   └── Careers (/about/careers)
└── Contact (/contact)

When to use ASCII vs Mermaid:

ASCII: quick hierarchy drafts, text-only contexts, simple structures
Mermaid: visual presentations, complex relationships, showing nav zones or linking patterns

Navigation Design

Navigation Types

Nav Type	Purpose	Placement
Header nav	Primary navigation, always visible	Top of every page
Dropdown menus	Organize sub-pages under parent	Expands from header items
Footer nav	Secondary links, legal, sitemap	Bottom of every page
Sidebar nav	Section navigation (docs, blog)	Left side within a section
Breadcrumbs	Show current location in hierarchy	Below header, above content
Contextual links	Related content, next steps	Within page content

Header Navigation Rules

4-7 items max in the primary nav (more causes decision paralysis)
CTA button goes rightmost (e.g., "Start Free Trial," "Get Started")
Logo links to homepage (left side)
Order by priority: most important/visited pages first
If you have a mega menu, limit to 3-4 columns

Footer Organization

Group footer links into columns:

Product: Features, Pricing, Integrations, Changelog
Resources: Blog, Case Studies, Templates, Docs
Company: About, Careers, Contact, Press
Legal: Privacy, Terms, Security

Breadcrumb Format

Home > Features > Analytics
Home > Blog > SEO Category > Post Title

Breadcrumbs should mirror the URL hierarchy. Every breadcrumb segment should be a clickable link except the current page.

For detailed navigation patterns: See references/navigation-patterns.md

URL Structure

Design Principles

Readable by humans — /features/analytics not /f/a123
Hyphens, not underscores — /blog/seo-guide not /blog/seo_guide
Reflect the hierarchy — URL path should match site structure
Consistent trailing slash policy — pick one (with or without) and enforce it
Lowercase always — /About should redirect to /about
Short but descriptive — /blog/how-to-improve-landing-page-conversion-rates is too long; /blog/landing-page-conversions is better

URL Patterns by Page Type

Page Type	Pattern	Example
Homepage	`/`	`example.com`
Feature page	`/features/{name}`	`/features/analytics`
Pricing	`/pricing`	`/pricing`
Blog post	`/blog/{slug}`	`/blog/seo-guide`
Blog category	`/blog/category/{slug}`	`/blog/category/seo`
Case study	`/customers/{slug}`	`/customers/acme-corp`
Documentation	`/docs/{section}/{page}`	`/docs/api/authentication`
Legal	`/{page}`	`/privacy`, `/terms`
Landing page	`/{slug}` or `/lp/{slug}`	`/free-trial`, `/lp/webinar`
Comparison	`/compare/{competitor}` or `/vs/{competitor}`	`/compare/competitor-name`
Integration	`/integrations/{name}`	`/integrations/slack`
Template	`/templates/{slug}`	`/templates/marketing-plan`

Common Mistakes

Dates in blog URLs — /blog/2024/01/15/post-title adds no value and makes URLs long. Use /blog/post-title.
Over-nesting — /products/category/subcategory/item/detail is too deep. Flatten where possible.
Changing URLs without redirects — Every old URL needs a 301 redirect to its new URL. Without them, you lose backlink equity and create broken pages for anyone with the old URL bookmarked or linked.
IDs in URLs — /product/12345 is not human-readable. Use slugs.
Query parameters for content — /blog?id=123 should be /blog/post-title.
Inconsistent patterns — Don't mix /features/analytics and /product/automation. Pick one parent.

Breadcrumb-URL Alignment

The breadcrumb trail should mirror the URL path:

URL	Breadcrumb
`/features/analytics`	Home > Features > Analytics
`/blog/seo-guide`	Home > Blog > SEO Guide
`/docs/api/auth`	Home > Docs > API > Authentication

Visual Sitemap Output (Mermaid)

Use Mermaid graph TD for visual sitemaps. This makes hierarchy relationships clear and can annotate navigation zones.

Basic Hierarchy

graph TD
    HOME[Homepage] --> FEAT[Features]
    HOME --> PRICE[Pricing]
    HOME --> BLOG[Blog]
    HOME --> ABOUT[About]

    FEAT --> F1[Analytics]
    FEAT --> F2[Automation]
    FEAT --> F3[Integrations]

    BLOG --> B1[Post 1]
    BLOG --> B2[Post 2]

With Navigation Zones

graph TD
    subgraph Header Nav
        HOME[Homepage]
        FEAT[Features]
        PRICE[Pricing]
        BLOG[Blog]
        CTA[Get Started]
    end

    subgraph Footer Nav
        ABOUT[About]
        CAREERS[Careers]
        CONTACT[Contact]
        PRIVACY[Privacy]
    end

    HOME --> FEAT
    HOME --> PRICE
    HOME --> BLOG
    HOME --> ABOUT

    FEAT --> F1[Analytics]
    FEAT --> F2[Automation]

For more Mermaid templates: See references/mermaid-templates.md

Internal Linking Strategy

Link Types

Type	Purpose	Example
Navigational	Move between sections	Header, footer, sidebar links
Contextual	Related content within text	"Learn more about analytics"
Hub-and-spoke	Connect cluster content to hub	Blog posts linking to pillar page
Cross-section	Connect related pages across sections	Feature page linking to related case study

Internal Linking Rules

No orphan pages — every page must have at least one internal link pointing to it
Descriptive anchor text — "our analytics features" not "click here"
5-10 internal links per 1000 words of content (approximate guideline)
Link to important pages more often — homepage, key feature pages, pricing
Use breadcrumbs — free internal links on every page
Related content sections — "Related Posts" or "You might also like" at page bottom

Hub-and-Spoke Model

For content-heavy sites, organize around hub pages:

Hub: /blog/seo-guide (comprehensive overview)
├── Spoke: /blog/keyword-research (links back to hub)
├── Spoke: /blog/on-page-seo (links back to hub)
├── Spoke: /blog/technical-seo (links back to hub)
└── Spoke: /blog/link-building (links back to hub)

Each spoke links back to the hub. The hub links to all spokes. Spokes link to each other where relevant.

Link Audit Checklist

Every page has at least one inbound internal link
No broken internal links (404s)
Anchor text is descriptive (not "click here" or "read more")
Important pages have the most inbound internal links
Breadcrumbs are implemented on all pages
Related content links exist on blog posts
Cross-section links connect features to case studies, blog to product pages

Output Format

When creating a site architecture plan, provide these deliverables:

1. Page Hierarchy (ASCII Tree)

Full site structure with URLs at each node. Use the ASCII tree format from the Page Hierarchy Design section.

2. Visual Sitemap (Mermaid)

Mermaid diagram showing page relationships and navigation zones. Use graph TD with subgraphs for nav zones where helpful.

3. URL Map Table

Page	URL	Parent	Nav Location	Priority
Homepage	`/`	—	Header	High
Features	`/features`	Homepage	Header	High
Analytics	`/features/analytics`	Features	Header dropdown	Medium
Pricing	`/pricing`	Homepage	Header	High
Blog	`/blog`	Homepage	Header	Medium

4. Navigation Spec

Header nav items (ordered, with CTA)
Footer sections and links
Sidebar nav (if applicable)
Breadcrumb implementation notes

5. Internal Linking Plan

Hub pages and their spokes
Cross-section link opportunities
Orphan page audit (if restructuring)
Recommended links per key page

Task-Specific Questions

Is this a new site or are you restructuring an existing one?
What type of site is it? (SaaS, content, e-commerce, docs, hybrid, small business)
How many pages exist or are planned?
What are the 5 most important pages on the site?
Are there existing URLs that need to be preserved or redirected?
Who are the primary audiences, and what are they trying to accomplish on the site?

Related Skills

content-strategy: For planning what content to create and topic clusters
programmatic-seo: For building SEO pages at scale with templates and data
seo-audit: For technical SEO, on-page optimization, and indexation issues
cro: For optimizing individual pages for conversion
schema: For implementing breadcrumb and site navigation structured data
competitors: For comparison page frameworks and URL patterns

This skill ships inside the Marketing Skills for AI Agents plugin.

Install just this skill

Run this outside your AI tool, using Node.js 22.20.0 or newer. Skills CLI 1.7.2 skips skill selection; prompts cancel installation without an interactive terminal. If choosing Project when asked about installation scope, open your project's folder before running this.

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npx skills add coreyhaines31/marketingskills --skill "site-architecture" --full-depth

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Add the marketplace, then install the plugin

Type both lines inside a Claude Code session, not at your shell prompt. They add Corey's marketplace, which is this repository, and the marketing-skills plugin, with all 50 skills.

/plugin marketplace add coreyhaines31/marketingskills

02
```
/plugin install marketing-skills
```

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Good to know

/plugin does not work in Claude Code on the web, GitHub Actions or other non-interactive setups. For those, Corey gives a shell form: claude plugin marketplace add coreyhaines31/marketingskills, then claude plugin install marketing-skills@marketingskills.

Add the marketplace, then pick the plugin in Codex

Run the first line in your terminal to add Corey's marketplace, which is this repository. Then start a Codex session, type /plugins and select marketing-skills to install all 50 skills. To get new releases later, run codex plugin marketplace upgrade.

codex plugin marketplace add coreyhaines31/marketingskills

02
```
/plugins
```

Open plugin page ↗

What's inside

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Same repository

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ad-creative
When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.Read full description
ads
When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.Read full description
ai-seo
When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.Read full description
analytics
When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.Read full description
aso
When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.Read full description