Information Architecture

Optimising your website’s information architecture is incredibly important for both search engines and users.

Imagine trying to find your way around a supermarket without clearly labelled isles? Exactly.

Andy Chadwick Branding

Ensuring Your Site Architecture is Logical and User Friendly 

A well optimised site architecture should get its foundations from a thoroughly carried out keyword research. The keyword research document will provide quantitive insights into the important queries and searches users have. I then combine this with qualitive data to map and plan a site architecture that’s logical for users and great for search engines; passing link equity and pagerank to the pages that need it most.

Why Optimised Site Architecture Is Important

Andy Chadwick

Information Architecture Is Important For Users

Is the structure of your site optimised in a way that reflects how people search?

Some menus are too big and contain every possible product resulting in cognitive overload. Sometimes menus don’t contain the products users are looking for resulting in a loss of sales. 

My keyword research methodology will identify potential shortfalls in your site taxonomy. Which pages should be in the navigation menu and which shouldn’t.

Information Architecture Is Important For Search Engines

What categories or products do we want Google to crawl most often and which are actually less important?

We want search engines to focus their crawls on the pages and products that matter; namely those with search volume. This should be reflected in the site taxonomy. 

Andy Chadwick
Andy Chadwick Branding

What Is Information Architecture?

Information Architecture is the process of applying order to what might otherwise be unordered content. 

It helps users to navigate your site and, just as importantly, helps search engines understand the relationship between the various subfolders and topic clusters.

The Deliverable

Information architecture results

You’ll receive a thoroughly planned out information architecture, complete with design mockups (where appropriate) and backed up by quantitative data.


Andy Chadwick


Businesses approach me to get their websites generating more leads and converting more sales.

Having worked with both innovative start-up companies as well as global corporations, you can be confident you’ll receive a service that’s built on a wealth of varied experience.