Glossary
What is information architecture?
Information architecture (IA) is the way a website’s content is organized, grouped, labeled and linked, so visitors can find what they need and search engines can understand how pages relate to each other.
Also called IA, site structure
What it covers
- Structure: which pages exist and how they are grouped, often drawn as a sitemap diagram
- Navigation: the main menu, footer, breadcrumbs and links between pages
- Labels: the words used for menu items and page names
- URLs: paths that reflect the structure, such as /services/website-migration
- Content models: the CMS collections and fields behind repeated pages
Why it matters for B2B websites
B2B sites have to serve buyers who arrive with different questions: by product, by industry, by role, by problem. A structure built around your org chart, such as “Solutions”, “Platform” and “Resources”, often hides the page a buyer needs. A structure built around how buyers look for you puts it one click away.
IA also shapes SEO and AI search. A clear hierarchy with one page per topic, connected by internal links, tells crawlers what each page is about and which pages matter most.
How IA is planned
Teams start with an inventory of current content and data on what visitors search for and click. Card sorting asks users to group topics; tree testing checks whether they can find items in a proposed menu without the design. The result is a sitemap diagram and navigation plan approved before design starts.
Example
A data platform’s menu lists “Platform, Solutions, Resources, Company”. Buyers in sales calls ask “do you work with healthcare data?” and “how do you compare with X?”. A new structure adds industry pages and comparison pages to the menu, using the words buyers use.
How we handle it
Every project starts with the structure: what pages you need, what each one is for and how they link, agreed in writing before design. On a redesign we map every old page to its place in the new structure.
Last updated 15 November 2026
