That’s cool, many websites aren’t well organised. Especially when they’ve evolved over time. But here’s your chance to restructure things.
Your visitor flow should be a series of step by step, sequences led by clear signposts and ultimately a call to action. Let’s take a forklift company as an example. They know that people mostly come to their website to buy a forklift, hire a forklift, or repair a forklift. So this forms the 3 main options from their website. When they click to buy, this might expand to a guide that helps them pick the right option, before ultimately booking a test drive. Do you test drive forklifts?? It doesn’t matter, you get the idea.
Every piece of content and every page should have a place in the visitor flow. If the content doesn’t serve a purpose then it should probably be binned. If you’re not sure what your users really want from your website, you can check Google Analytics to see the most popular content.
Also think about answering the most popular questions up front. If you own a restaurant, it’s probably menu, opening times, how to book. But you can use Google search, emails and live chat, Facebook questions and Trip Advisor to understand what your customers are most interested in.