So you’re ready to build a shiny new website. You’ve picked your fonts, mood board’s looking hot, and you’re vibing with that new gradient you saw on Behance.
But wait – before you even think about design, you need one thing: a plan for how users are going to move through your site.
And no, that doesn’t mean slapping “Home / About / Services / Contact” into the nav and calling it a day.
Welcome to the world of sitemaps and user flows: the secret weapon behind websites that don’t just look good, but actually work.
Table of contents
What’s a Sitemap?
What it means
A sitemap is your website’s blueprint. It outlines what pages exist, how they’re connected, and how users can access them. Think of it like an architectural floorplan. If your site is a house, the sitemap shows you how the rooms link together.
Why it matters
Without a clear sitemap, you end up with:
- Dead ends
- Unnecessary pages
- Confusing navigation
- A homepage trying to do 47 things at once
A strategic sitemap sets the foundation for a user experience that’s simple, focused and conversion-friendly.
How to build one
Start with your goals. Then build backwards. Ask:
- What does someone need to see before they convert?
- What are the key questions they’ll ask?
- What pages answer those questions best?
Use tools like FlowMapp or good old pen and paper to map out your pages.
Not sure what pages you actually need? Read: What goes into building a high-performing website
What’s a User Flow?
What it means
User flows show the journey a person takes from landing on your site to completing an action – like making a purchase, booking a call, or downloading your freebie. It’s less about structure, more about experience. How do they move through the site? What path do they take?
Why it matters
Because users don’t think in pages. They think in questions.
- Is this for me?
- Can I trust them?
- What’s the price?
- What do I do next?
If your site doesn’t answer these questions in the right order, they’ll bounce before they convert.
User flow planning ensures:
- People find what they need
- Confusion is minimised
- Conversion paths are clear
- You’re not losing leads halfway down the page
How to plan one
Start with a single user goal. Let’s say it’s “Book a strategy call.”
Ask:
- Where might someone enter the site? (e.g. homepage, blog, ad landing page)
- What do they need to see before they’re ready?
- What objections or questions might they have?
- Where should the CTA appear – and how often?
Your job is to build a path that’s smooth, logical and persuasive.
Bonus tip: Get your sales team involved. They know the real questions people ask – not just the ones you assume they care about.
Sitemap vs User Flow: What’s the Difference?
Easy way to remember it:
- Sitemap = structure (the bones of your site)
- User flow = experience (how people move through it)
You need both. A sitemap gives clarity to your pages. User flow gives clarity to your customer’s journey. Together, they’re the UX power couple that turns confusion into conversion.
Common Planning Mistakes
- Building pages around what you want to say instead of what users need to hear
- Making every menu item equally important
- Hiding key actions deep in subpages
- Trying to solve 5 user types on one page
- Not mapping flows for different traffic sources (social, ads, organic)
If you’ve ever wondered why people just aren’t clicking – it’s probably this.
Why Most Sites Get This Wrong
Most websites skip sitemap and user flow planning entirely. Why? Because it’s invisible work. Clients don’t see it. Designers often rush it. Everyone wants to jump to the sexy part – the design.
But without this step, you’re guessing. Guessing where to put your offers. Guessing what pages matter. Guessing why your site isn’t converting.
Spoiler: guessing is expensive.
TL;DR?
You can’t wing your way to a high-converting website.
Before design. Before copy. Before colours. You need a sitemap that makes sense and a user flow that moves people.
It’s not just structure. It’s the foundation for every click, every scroll, every conversion.