Which pages should a website’s menu and footer link to?

A website’s main menu should prioritize links to pages users need to complete their main tasks, such as product and service categories, as well as frequently sought pricing or case study pages. The footer can provide links to contact details, customer support, company information, legal information, and other important pages that do not need space in the main menu. The deciding factors are what users need and how easily they can find it, rather than including every page in sitewide navigation. The appropriate list will vary by website size and business; there is no universal standard for the number of links.

Put the main entry points in the main menu—not every detail page

Semrush’s internal linking guidance suggests prioritizing product pages, category pages, and core content that supports conversions, while also understanding which pages users frequently search for or visit. If visitors often look for pricing or case studies, consider whether those pages belong in the navigation rather than organizing the menu solely around the company’s internal departments.

• Products and services: When there are many offerings, use category pages as entry points, then guide users to individual items.
• Information for purchasing decisions: Choose pages such as pricing and case studies based on actual needs; not every website needs all of them.
• Clear names: Labels should describe the destination page’s content. For example, “Enterprise CRM Software” is more specific than the broad label “Solutions.”

Outdated articles or landing pages designed solely for paid advertising campaigns should not be added to the sitewide menu simply because they exist. First, check whether they serve general visitors’ navigation needs.

Use the footer for support and information visitors may need to verify—not as a catch-all

Semrush’s footer guidance recommends prioritizing content users may need to consult at any point in their purchasing journey, along with important pages that do not fit the main navigation. “Secondary information” refers to a less prominent navigation position, not a lack of value.

• Learning about the company: About us and customer testimonials; add a newsroom, investor information, or careers page where needed.
• Getting help: Contact us, a customer support center, tutorials, and resource pages.
• Reviewing terms: Privacy policy, terms of service, and relevant legal information.

These are common options, not a fixed set required for every site. Group them into sections such as “Help” and “Company Information” so visitors do not have to scan a long list of links one by one.

When there are too many pages, extend navigation through categories and overview pages

Content that does not fit directly in the menu or footer can still be found through a clear hierarchy. One agency approach cited by Semrush groups a large number of tool pages into categories and links from the footer to a tools overview page. This creates a path from “tools overview” to “tool categories” to “individual tools,” with breadcrumbs to help users understand their location. This is a practical example from a specific website context, not a rule that guarantees indexing or rankings.

There is also no fixed number of links a footer should contain. Large websites may need more entry points, but the priorities remain clear categorization and short, intuitive paths to important content. Trying to include every page in sitewide navigation can instead make the entry points users actually need harder to identify.