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Information Architecture Consulting

A mix of content types results in messy user experience, lower organic search rankings, and missed sales goals

A typical website in the deep tech or developer-stack space contains many content types, for example:

  • landing pages;
  • documentation;
  • support articles;
  • blog articles;
  • learning center articles;
  • guides;
  • pages for one-off promotions and campaigns.

Such variety of page types makes website navigation complex, and as a result users struggle to find exactly what they are looking for. The decline in user experience leads to fewer demos scheduled, fewer sign-ups, and more customer support inquiries.

The messy website structure is also a problem for the performance of the site in search engines. The rankings of key pages may slide away from page one in Google, and new pages aren’t ranking so well or at all. The overall result is a 30%, 50%, or higher decline in organic traffic, which impacts pipeline generation and closed-won sales for multiple quarters ahead.

The cause: information is only added, and never organized

Many marketing teams have KPIs around adding new website pages. Very few have KPIs around keeping those pages organized.

It is exactly the lack of organization, though, that is causing the problems we describe above.

Another challenge is that marketers are not the only ones adding content. The support team might own their knowledge base that’s indexable, and documentation is owned by engineering or product. And those teams might never communicate about the directions they are going in.

This is an information architecture problem.

The solution? Untangle the mess while minimizing risks.

Here is how we approach information architecture updates:

  1. Get input from all teams, understand core issues, understand problems that end users are experiencing.
  2. Generate hypotheses, validate them through user testing.
  3. Develop a better structure, including success measurements, based on the successful hypotheses. Build consensus throughout the client’s teams.
  4. (optional) Implementation.
  5. Validate the implementation through user testing and data analysis.

Our success criteria and results

A successful information architecture engagement must remove roadblocks for developer-focused companies to use their website as a scalable, sustainable engine for customer acquisition, conversion, retention, and referral.

Upon a successful information architecture update, marketers usually experience:

  • higher organic traffic to their website;
  • an increase in website NPS;
  • fewer complaints about lack of structure from internal and external stakeholders;
  • more clarity and alignment between various teams on their roles and responsibilities when it comes to the website architecture upkeep.

We provide recommendations that are independent from our other services. Clients that wish to use our capabilities for implementation are welcome to do so, but it’s not a requirement.

Book a meeting with an expert

If you’re interested in an information architecture update, book a meeting with us below. Talk directly with an expert, not a sales rep.

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