Museums & Cultural Institutions Website Structure Guide
A well-structured site for museums and cultural institutions organizes around current exhibition pages, visit planning and duration pages, admission and free-day pages, education and group program 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:
- current exhibition pages
- visit planning and duration pages
- admission and free-day pages
- education and group program pages
Where most sites get the hierarchy wrong
Exhibition pages taken down after the show closes, destroying accumulated search authority instead of archiving them as permanent records.
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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