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INFORMATION ARCHITECTURE
Enterprise websites in the United States accumulate pages, product lines, and navigation layers over years of growth, acquisition, and team turnover. Nobody planned the current structure. It emerged. Product lines were added to the nav when they launched. Acquisitions were bolted on as subdomains. Campaign pages from three years ago still exist. The result is a site that reflects the company's history rather than a buyer's intent. We audit the structure, map how your buyers actually navigate, and build a sitemap that makes your site as large as it needs to be and no larger.
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/ This is for you if
Your navigation reflects how the company is divided internally: by business unit, by product line code, by the names of divisions that acquired companies use for themselves. Buyers who arrive from a search result cannot determine from the navigation which section is relevant to them. The site is structured for people who already work there, not for people trying to decide whether to buy.
Years of content production, product launches, and campaign work have created a site with hundreds or thousands of pages, the majority of which receive no internal links from anywhere else on the site. Product pages exist without being connected to the category pages above them. Blog content exists without linking to the product pages it supports. The site has mass but no structure, and search performance is distributed so thinly across so many pages that none of them achieve the rankings they could.
A replatforming project is scoped. Engineering is involved. A CMS has been selected. What has not been decided is the architecture: what pages move forward, what gets consolidated, what the navigation structure will be, and how the URL structure will be preserved through the migration. Starting a platform migration without IA work means the new platform inherits every structural problem of the old one, plus the new ones introduced during the migration.
/ What's broken
Enterprise navigation is frequently written by internal product managers and approved by committees of stakeholders, each of whom represents a different part of the business. The result is navigation that reflects internal political realities rather than buyer intent. Labels like "Solutions," "Platforms," "Capabilities," and "Offerings" appear because they are internally neutral, not because they help a buyer find what they need.
Enterprise sites often have detailed content at every stage of the funnel but no structural connections between stages. A visitor on a thought leadership article has no clear path to a product page. A visitor on a product page has no clear path to a case study that supports the purchase decision. Each page was built in isolation and exists in isolation. The conversion path exists only if the visitor already knows where to go.
Enterprise content production at scale consistently creates duplicate coverage: multiple pages for the same product, multiple blog posts on the same topic, multiple landing pages targeting the same keyword phrase. Search engines split ranking signal across all of them and rank none of them well. The fix is not more content. It is a structural decision about which pages should exist, which should be consolidated, and which should redirect to the authoritative version.
Enterprise platform migrations frequently start the URL structure from scratch. Hundreds or thousands of backlinks accumulated from media coverage, partner sites, and years of organic search activity stop resolving overnight. Domain authority built over years is effectively abandoned. A URL migration plan, built as part of the IA work before the migration begins, maps every old URL to its new equivalent and preserves the search equity the site has earned.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
A structured session with your core stakeholders covering your buyer segments, their decision journeys, your competitive landscape, and the specific business objectives the site needs to serve. For enterprise engagements, we typically run separate sessions for different audience segments or product lines to capture the full picture before making structural decisions.
A full inventory of every page currently on the site: what exists, what is duplicate, what is outdated, what is orphaned, what is cannibalising other pages in search, and what should be consolidated, redirected, or removed. For enterprise sites, this audit is the single most valuable activity in the engagement. It surfaces structural problems that no amount of content production or SEO optimisation can overcome.
We map the paths each buyer segment takes through the site, from initial awareness through evaluation to conversion. Enterprise sites typically serve multiple distinct buyer personas with different entry points, different information needs, and different conversion actions. Journey maps are built for each segment and become the structural foundation for the sitemap.
A complete, annotated sitemap showing every page the site should contain, how pages are grouped across product lines and audience segments, what the hierarchy is, and how sections relate to each other. For complex sites, the sitemap is produced in phases, with the top-level structure and primary navigation confirmed before secondary and tertiary levels are detailed.
Specific label recommendations for primary, secondary, and utility navigation, written in the language your buyers use rather than the language your internal teams use. For enterprise sites with multiple product lines or audience segments, navigation label recommendations include structural recommendations about how to organise the top-level menu across competing priorities without creating a navigation that tries to do too much.
For each key page type across the site (product pages, solution pages, industry pages, resource pages, landing pages), a content zone outline showing what content belongs on the page, in what order, and what each zone accomplishes for the visitor at that stage of the journey. Page templates also specify what internal links belong on each page type and where they should point.
A URL architecture for the full site, designed to be logical, stable across future platform changes, and consistent with the sitemap hierarchy. For sites undergoing migration, this includes a full URL mapping document specifying every redirect from old URLs to new ones. The internal linking plan specifies the linking logic for each page type and the priority pages to which internal links should flow.
/ What changes
/ How it works
We crawl the existing site, run a preliminary content inventory, identify the top structural problems, and confirm the scope and phasing of the engagement. For large sites, the diagnostic produces a prioritised map of structural issues that determines which parts of the site the IA work addresses first.
Discovery workshops with core stakeholder groups, full content audit scaled to site size, and user journey mapping for each buyer segment. For enterprise sites, this phase may run across three weeks to ensure the full content inventory is complete and all buyer segments are mapped before structural decisions are made.
We build the sitemap document in phases, starting with top-level structure and primary navigation, then detailing secondary and tertiary levels. Navigation labels, page template outlines, and URL structure are developed in parallel and reviewed with your team at each phase.
All deliverables are packaged into a handover document your design and engineering teams can execute against. We deliver a structured handover session with each relevant team and provide a period of availability during the design phase for questions and structural decisions that arise during execution.
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyA content audit at enterprise scale uses crawl data, analytics data, and search performance data to triage pages before manual review. We classify pages by traffic, by indexed status, by internal link count, and by whether they have near-duplicates elsewhere on the site. The manual review focuses on the classifications that matter most: high-traffic pages with structural problems, pages that are cannibalising each other in search, and orphaned pages that are receiving no internal links. The output is a prioritised action list rather than a line-by-line review of every page.
Sites that serve multiple distinct personas need a sitemap that provides each persona with a clear path from arrival to conversion without forcing them through content built for a different audience. We map journeys for each persona separately during the research phase, then design a top-level navigation structure that routes each persona to their relevant section from the home page without creating a navigation that is cluttered with every entry point simultaneously.
Information architecture defines what pages exist, how they relate, what the navigation says, and how visitors move through the site structurally. UX and design work defines how each page looks, how interactive elements behave, and how the visual hierarchy communicates within a page. IA work must be completed before UX work begins, because UX decisions about page layout depend on knowing what role each page plays in the overall structure.
For a platform migration, IA work produces the sitemap for the new site, the URL structure for the new platform, and a full URL mapping document specifying every redirect from old URLs to new ones. This documentation is handed to the engineering team before migration begins. Without it, migrations routinely lose the search equity built on the old platform because old URLs are abandoned rather than redirected.
All deliverables are structured documents designed for handoff to execution teams. The sitemap is provided as a visual diagram and an annotated written document. Navigation labels, page templates, URL structure, and the URL migration map are provided as reference documents. For enterprise engagements, we deliver separate handover sessions for design teams and engineering teams, and we remain available during the build phase for structural questions that arise.
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Enterprise sites underperform not because they lack content but because the content has no structure. Pages that should rank well are cannibalised by duplicates. Buyers who should convert leave because the path from their landing page to your sales team runs through navigation built for an internal org chart. We build the architecture that makes your site's scale work for you rather than against you.
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