Benefits Brokers Website Structure Guide
A well-structured site for employee benefits brokers organizes around company-size-specific pages (small group, mid-market), plan-type explainer pages (PEO, self-funded, level-funded), open enrollment support pages, cost-savings case study pages — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- company-size-specific pages (small group, mid-market)
- plan-type explainer pages (PEO, self-funded, level-funded)
- open enrollment support pages
- cost-savings case study pages
Where most sites get the hierarchy wrong
No content differentiated by company size, when a 15-person and a 500-person employer need entirely different plan structures and pitches.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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