Information Architecture (IA) Services

Our approach to planning information structures

We will help you structure your website’s content so that search engines can understand it and users can discover the information they are interested in.

Content check-up

We look at all the content on your website. We figure out what you have, what's working well and what's missing. This helps us to plan how best can we improve your content.

Categorisation

We create simple labels to group your content. Think of it like sorting books on a bookshelf. We put similar things together, starting with big groups and then breaking them into smaller, more specific groups.

Sitemap

Mapping out the site’s content organisation and hierarchy. The sitemap and IA may both evolve throughout the process, based in user research to ensure that we end up with the best structure of your website.

Optimise your website architecture for maximum conversions

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We proudly work with

"Fantastic SEO and Paid Search agency! We’ve been working with Growthack for a few months now and we’ve seen some fantastic results already. Really knowledgable and always challenging us with new ways of thinking and ideas"

Jade Warwick, Shakespeare Martineau

"It's been a pleasure to work with Kevin at Growthack, he's incredibly knowledgeable on all aspects of SEO, including the hard technical things. He's also a great guy, a great listener and brings very good ideas to the table."

Alex Stretton, Elements Property

Improve content structure for your B2B websites

Why is a well-structured website important for B2B businesses?

A well-structured B2B website is important for guiding potential clients through their buyer journey. With clear, logical navigation and content organisation, prospects can quickly find the information they need, reducing friction and increasing trust. This results in a more efficient decision-making process, higher engagement rates, and ultimately more chances of booking a demo, doing a free trial etc.

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What are the first steps in restructuring a B2B website for better results?

The first step is to conduct a thorough site audit, identifying pain points in navigation, broken links and content gaps.

Next, prioritise reorganising your content hierarchy by aligning it with business goals and buyers’ profile. Make sure to streamline navigation menus, remove clutter and optimise key landing pages with clear CTAs to enhance user flow and conversion potential.

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Can a well-organised B2B website improve lead generation?

Absolutely. A well-organised site creates a seamless user experience by allowing visitors to find relevant content quickly, whether they’re exploring products, services or case studies. By making lead-generation forms, contact buttons and CTAs easy to locate and accessible across all pages, a clean site structure ensures higher engagement and reduces the friction that typically leads to form abandonment. This, in turn, significantly improves lead generation.

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Mistakes that B2B websites make with site structure

Many B2B websites suffer from complex, multi-layered navigation menus, making it difficult for users to find what they need. Another common issue is weak internal linking, which can isolate important pages and hurt SEO and content performance.

Poor mobile optimisation

Navigation not suited for smaller screens is a growing problem as more B2B buyers research mobile devices.

Redundant or outdated content

Unclear or hard-to-find CTAs, also contribute to higher bounce rates and lost leads.

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Can a well-organised website help us improve our content marketing efforts?

Yes, a well-organised B2B website can boost content marketing performance by ensuring that valuable resources like whitepapers, blogs and case studies are easy to find. Grouping content by target audience, industry or service line makes it simpler for visitors to discover material that speaks directly to their needs.

Additionally, optimised information architecture allows your content to rank higher in search engines, driving more organic traffic to your resources and helping you nurture leads through the sales funnel.

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How often should I review and update my B2B website structure?

It’s best to review and update your website structure every 6–12 months to ensure it stays aligned with your evolving business objectives and market trends. Regular reviews are especially important when launching new products, services or content to ensure they integrate smoothly into the existing site framework.

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Find out how you can scale your content marketing efforts.

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Boost e-commerce sales through our strategic IA recommendations

How does information architecture (IA) impact e-commerce conversions?

Information architecture (IA) directly affects how easily customers navigate your site and find products. A well-structured IA ensures a seamless user experience by organising product pages logically and guiding users through seamless paths. This reduces friction, helps users find the products they need faster and encourages them to complete their purchases.

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What are the key IA elements that influence e-commerce conversion rates?

Key IA elements include:

Navigation
Product categorisation
Optimised search function

Effective navigation ensures that users can browse product categories easily, while well-organised categories help users quickly locate products. A robust search function, complete with filters and autocomplete, further improves user experience. These elements work together to guide customers to the checkout faster, improving conversion rates by minimising frustration and reducing time spent searching.

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How does improving product categorisation help increase sales?

Improved product categorisation helps users find what they’re looking for without confusion. By grouping products and clearly labelling categories, you reduce decision fatigue and help shoppers discover relevant products quickly. This leads to more efficient browsing, increased cross-selling opportunities, and ultimately higher sales. Structured product categorisation also supports SEO, making your product pages easier for search engines to index, which drives more organic traffic.

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What common IA mistakes hurt e-commerce conversions?

As mentioned previously, common IA mistakes include overly complicated navigation, poor product categorisation, lack of search functionality and a confusing checkout process.

These issues frustrate users, leading to high bounce rates, cart abandonment and lost sales opportunities. Additionally, failing to structure content hierarchically can confuse search engines, hurting SEO and organic traffic.

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Can a well-organised e-commerce website improve the checkout process?

Yes, a well-organised IA can greatly enhance the checkout process. Clear product navigation ensures that users can move seamlessly from product pages to checkout, while a streamlined path reduces friction. By removing unnecessary steps and distractions and ensuring essential checkout options like guest checkout and payment methods are easy to access, you can minimise cart abandonment and improve conversion rates at this critical stage.

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