Your organisation chart is not necessarily a useful sitemap.
Visitors may not recognise internal department names or product terminology. They need a solution, a way to compare options or a suitable contact. Information architecture turns those needs into pages, categories, navigation and relationships between content.
A good structure can reduce repetition while giving important decisions a clear home. We determine the required URLs and layouts from the information itself, rather than treating a page count as a complete description of the work.
An illustrative journey.
A technical buyer starts with an application, finds a relevant service family and checks the prerequisites. The page explains what information would help an initial enquiry. A commercial decision-maker can use the same route to understand scope, responsibilities and delivery. This is a planning example, not evidence of an achieved conversion improvement.
The next action should fit that stage. A visitor learning an unfamiliar term may need an explanation; someone who understands the offer needs a short contact route. Both journeys can share one coherent architecture.
Decide the structure before drawing the interface.
We inventory relevant existing URLs, identify overlapping material and propose a usable hierarchy. Each legacy address within the migration scope receives an explicit decision: retain, consolidate, redirect or deliberately retire. Redirects alone cannot guarantee search rankings.
- Record each page’s purpose, audience and subject owner.
- Distinguish reusable layouts from individual content pages.
- Compare menu language with the questions buyers ask.
- Plan internal links and significant transitions.
- Name the enquiry journey and its error states.
Navigation must work beyond a mouse.
Meaningful headings, labelled regions and consistent navigation help people orient themselves. For the agreed menu we check keyboard operation, visible focus and behaviour at small widths. Expandable content needs an understandable control and an accessible route to its information.
A mega menu is useful when it organises a genuine range of services. It is not a substitute for content architecture. A new menu item should therefore answer a real information need rather than simply add another search phrase.
Keep the work bounded and the outcome checkable.
Acceptance can use the page inventory, navigation and link plan, agreed redirects and a recorded walkthrough from entry to enquiry. A subject owner approves the information mapping; technical review checks its implementation.
Large estates, multiple brands and inconsistent source systems need a separate migration scope. A smaller business site may need only a prepared structural recommendation and focused decisions, rather than an extended workshop programme.
Sources and boundaries
This is a planning guide, not a certification, legal assessment or promise of rankings, revenue or conversion gains.
Put this into your website scope
We organise existing pages, buyer questions and contact routes before building layouts. Scope follows the actual content and reusable page types.
Make a B2B offer understandable on your website