Website Architecture

Website Conversion Optimization—Information Architecture

The big secret to creating a website that produces excellent results is to provide valuable information in a well-organized and user-friendly structure. The concept is simple, but success requires diligence and a solid understanding of web-marketing principals. Architecture activities include the following:

Strategy

Based on the information gathered during the discovery phase, we develop a comprehensive “blueprint” for achieving your goals. For some businesses, one central website is sufficient. In other situations micro sites and landing pages may be a better solution. Your conversion optimization plan includes the following areas:

Navigation

Our usability experts create a navigation framework that leads your visitor’s through their buying process. Beyond the structure, we create naming conventions and calls to action that are intuitive and easy to understand. Lastly, instructions for building the navigation in a way that the search engines can read are included.

Design

The first few seconds a person visits your site are critical. They are making snap judgments about whether they like the site or not. Visually appealing and professional website design is critical. We consult with you to determine the appropriate imagery and design elements for your target personas.

Content

After everyone oohs and ahs about your graphics, they are going to start reading your content. Despite the call for short copy, when it comes to Findability and Clickability, content is king. Our goal is to keep text simple, but not too simple.Potential customers have questions and you need to answer them completely. If answering your customer’s questions thoroughly requires longer copy that is what you need to provide.

We create a content outline based on your navigation, search engine marketing plan, and your personas’ buying processes.

Functionality

Sometimes you need more than pictures and text to convert browsers into buyers. When application development is necessary, we consult with you to determine the appropriate functionality for your target personas.

Tracking

Tracking return on investment is critical to all marketing efforts. When it comes to your website, you want to plan your tracking technology and methodology before you implement any particular program. If your website is not being created from scratch, an assessment of potential tracking systems will be conducted and recommendations made along with implementation guidance.