Information architecture services
Information architecture that helps visitors, Google and AI search find what matters
Information architecture is how your website is organised: the pages, the menus, the URLs and the links between them. We plan it before a redesign or migration, so the site is easy to use and easy for search engines to understand.
- Who it’s for
- Redesigns, mergers and growing sites
- What you get
- A sitemap, menu plan and URL map
- Delivered as
- Diagrams, spreadsheets and workshops
- Start with
- A review of your current site
The problem
When a website grows page by page, people stop finding things
Most websites start tidy. Then new services, news posts, campaign pages and PDFs get added wherever there is room. Menus get longer, similar pages compete with each other and important pages end up four clicks from the homepage.
Visitors give up, and search engines struggle to tell which pages matter. A clear structure fixes both.
What's included
What's included
Everything your designers and developers need to build the right structure.
Content audit
An inventory of every page with its traffic, links and purpose, and a decision for each: keep, merge, rewrite or remove.
Audience and journey mapping
The main groups who use your site, what each needs to find and the steps from first visit to enquiry or booking.
Sitemap and navigation
A new page hierarchy and menu structure, tested against the tasks people come to your site to do.
URL plan and redirects
Short, readable URLs for every page and a redirect map from old addresses to new ones.
Internal linking plan
Links between services, guides, case studies and sector pages, so people and search engines follow a clear path.
Page outlines
Wireframe outlines for key page types, showing what each template contains and in what order.
How it works
How we plan information architecture
Step 1
Review
We audit your current pages, GA4 and Search Console data, and talk to the people who use and run the site.
Step 2
Map journeys
We set out who visits, what they need and where they get stuck, using your data and short interviews.
Step 3
Structure
We propose a sitemap, menus and URL plan, then refine them with you in a workshop.
Step 4
Hand over
You get the final sitemap, URL and redirect map and page outlines, ready for your designers or our build team.
Structure and search
Why structure matters for SEO and AI search
Search engines use your structure and internal links to work out which pages matter most and how topics relate. A clear hierarchy also helps AI tools connect your services, locations and expertise.
- Each topic has one main page, so pages do not compete
- Important pages sit a few clicks from the homepage at most
- Breadcrumbs and descriptive links show how pages fit together
- Redirects protect rankings when URLs change
Information architecture is part of every website design project we run, and works hand in hand with technical SEO.
Proof
Clear journeys for our clients
Websites and journeys planned around what people need to do.
Local government
A campaign website planned as the hub for The Leitrim Gathering, with a clear registration pathway for individuals and groups.
Charity
One journey for HIV Ireland’s GlowRed campaign: order a pin, add details, donate and get confirmation, for individuals and organisations.
Health charity
A booking system for MPOWER rapid-testing appointments, built inside HIV Ireland’s existing website.
Keep exploring
Related pages
Common questions
What is information architecture?
Information architecture is the way a website’s content is organised and labelled: the pages, the menus, the URLs and the links between them. Good information architecture helps people find what they need and helps search engines understand your site.
When should we invest in information architecture?
Before a redesign or platform move, when merging websites, when your menu has outgrown itself, or when visitors and staff say they cannot find things. It is cheaper to plan structure before a build than to fix it afterwards.
Will changing our structure hurt our rankings?
It can if it is done carelessly. We map every old URL to its new address with 301 redirects, keep the pages that bring in traffic and check Google Search Console after launch.
Do you build the website as well?
We can. We design and build on WordPress, or hand the plan to your own developers or agency.
Plan a structure that works
Book a free 30-minute consultation. Show us your current site and we will talk through how it could be organised.