Website information architecture is about organizing the content and flow based on research. The ultimate goal is to define a site structure and information hierarchy that balances user needs and expectations with business requirements.
As crucial as this step is as a foundational part of a website build, an overwhelming majority of businesses structure their websites using their own opinion of what users need or want. However, taking a "common sense" approach without fully digesting and understanding audience needs is a significant UX misstep. Opportunities for optimizing ease-of-use, conversion, and user engagement are often overlooked without a dedicated information architecture phase.
Information architecture engagements often include:
Audience segmentation and/or persona development
User/business needs definition and content gap analysis
Tree testing to validate the proposed site map with actual users
Take a smarter approach to organizing your content.
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Sample activities + deliverables
Site map diagram that visualizes the proposed information hierarchy
Template types, roles and their respective content requirements
Content planning services to gather and edit page content types