The more content you have, the more structure matters. We design your website's information architecture: which pages exist, how they connect, how navigation works and how URLs and internal links are built. So visitors, Google and AI search engines find exactly what they are looking for.
From loose pages to a clear structure
We start with an inventory of your current content and keyword research: what questions does your audience ask and how do they search? With card sorting and interviews we test how users themselves group your topics. Then we build a sitemap with main and subtopics, where every page has a clear job and no pages compete with each other.
Topic clusters, navigation and internal links
We organise your content into topic clusters: a strong main page per topic with in-depth pages around it, linked logically. That comes with navigation that does not go too deep, a consistent URL structure, breadcrumbs and a CMS setup that makes it easy to add pages later. So your website grows without getting messy.
Why it works
Why it works.
Discoverable
Search engines understand what you are about.
Clear
Visitors find their way without searching.
Scalable
New content always has a logical place.
Tools & platforms
What is information architecture?
The way information on your website is organised: which pages exist, how they are grouped, what they are called and how you navigate between them. Nobody notices good information architecture. Everybody notices bad.
What is a topic cluster?
A group of pages around one topic: an overview page that covers the topic broadly, with in-depth pages that each answer a sub-question. By linking them well, you show that you really know that topic.
Can I improve the structure without a new website?
Often, yes. Navigation, internal links and merging or splitting pages can usually be done in your current CMS. If URLs change, we take care of the right redirects.
Today may be the day to meet your strategic partner.
Martijn, Noud and the rest of the team are ready for you.