Published: 01 August 2007 Information Architecture (IA) is the unsung hero of a website’s success. But what is it?  Information Architecture is not design. It’s not content and it’s certainly not data. According to the Institute of Information Architects it is “the structural design of shared information environments”. So again, what actually is IA and why is it important? 

IA is the art and science of how you structure and label your website and its functions. It’s all about ‘Usability’ and ‘Findability’. Good usability ensures your site is optimally structured, coherent and easy to use. Good findability ensures your customers can locate the information, service or product that is right for them and then act in a way that you want them to. 

Why Information Architecture? Get it right and you can start ticking off your online business objectives. Get it wrong and it doesn’t matter how great your website looks or how good the product or service is that it sells. It simply will not perform as well as it could. 

From increasing online ticket sales  for Eurotunnel, to growing Rizla Suzuki’s online fan base, Sagittarius Marketing has a solid track record in developing solid Information Architectures for its clients.  

For more information on IA and how it can help your business, contact:

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