How Not Knowing Your Business is Failing Your Website



Some parts of your business are best handled by yourself. If you run a small website, you don’t need expert SEO services to build proper information architecture. By answering these 5 questions you can get started with your own website’s information architecture.

1. What is my business about?

What comes to your mind when you think about your business? Are you a big company or a small agency?

Your brand identity determines the main goal of your website.

A design agency might prefer a simple, elegant website that promotes its portfolio. But if you sell health insurance, you probably prefer to keep your customers up to date with insurance laws, news and so on.

2. How do people talk about my business, products or services?

Keyword research is great, but start by listening to your clients. Focus on the language they use and note the best expressions that fit your website.

Use tools like Google Keyword Planner to find new expressions and see if they are popular. Ideal keywords are the ones with a search volume is high, but the competitiveness is low.

Remember –  your keywords have to be appropriate for your business AND drive valuable traffic.

3. What is the role of transactional and informational pages?

Most professional websites consist of two different kinds of pages – those that sell and those that inform. If you have pages that do neither, you should either redesign or remove them.

Informational pages should include pages that are not a part of your sales funnel.

And Transactional pages complete the main goal of your website and deserve special attention.

4. How do I categorize my services properly?

Categorization should make the structure easy to navigate and understand. It will help the user find their way from page A to page B through a logical sequence of clicks.

Look at the list of keywords you created to find the best fit for the main categories. If you decide to introduce categories to your website, every product URL should be included in one of them.

5. How can I visualize my information architecture?

Once you have all the data gathered and categorized, you want to visualize the hierarchy of pages.

Put your homepage in the middle, then connect it with all the transactional and informational pages on the first level. Now you can add further levels and see how big the structure is. You can also limit your structure to categories or go all the way down to individual pages.

Once completed, you will have a ready-to-go, actionable structure for your website.

Wrapping Up

That’s all you need to build your own information architecture. For more in-depth tutorials, be sure to regularly check Onely’s blog.