An appropriate information architecture makes it much easier to navigate websites. However, we encounter it not only on the Internet. What is information architecture and how can you use it to attract audiences to your website?
The human brain organises hundreds of incoming messages every day. Without it, we would not be able to study, recreate our daily commute or prepare breakfast. In today's rush of stimuli, any facilitation of the information assimilation process is conducive to attracting customers - to an online or stationary shop, a blog, a restaurant or any other business. See why you should learn the basics of information architecture design and put them into practice.
Information architecture - what is it?
Wondering what information architecture is? There is a reason why reference has been made to design and construction. The structure of a building is created by going through numerous structured stages to achieve the desired effect. In order to start building, it is necessary to draw up plans that can be understood by any building professional.
This is not the only example. A table of contents in a book, a map of an underground station or the navigation on a website are all examples of the use of information architecture in a more or less complex form. On the web, it is inextricably linked to UX, i.e. creating design that is very simple and intuitive to use.
Although we don't see it, nowhere are we in more of a hurry than online. Clear site navigation, with a clearly organised menu structure or a well-defined "Contact Us" tab, is one of the elements that will attract users and encourage them to stay longer on the site, and perhaps to make a purchase or contact us to prepare a personalised offer. 
Is information architecture the same as navigation?
Is the usability level of a website influenced solely by navigation? If it were, people wouldn't acquire the skills to organise information in several years of study. When developing applications, software and website interfaces, it is the end result that counts. Users should be able to navigate the site efficiently to get to the desired sub-pages or information within seconds.
Information architecture therefore combines elements of computer science, data analysis, as well as graphics and UX design. When creating a website, it is important to consider the hierarchy of content as seen through the eye of the viewer. What will users need most? How can we satisfy their needs and provide the information they are looking for in the shortest amount of time?
It is also the webmaster's job to make use of SEO knowledge. Information architecture is equally important for SEO. Appropriate keyword placement, Hx formatting and site clarity, as well as responsiveness, are a simple way to increase traffic.
Information architecture components
The most important elements of information architecture in websites include:
- navigation, i.e. a clear menu with not only a breakdown into main categories, but also smaller components;
- correct content layout, formatting and hierarchy;
- the naming of individual categories, functions and tags that are understandable to the target audience;
- any tools to improve search methods on the site, including access to an internal search engine.
Although it is not the basis, it is also worth taking care of the aesthetics of the site. In a flurry of headlines, content marked up with fonts in intense colours, or banner after banner, it is difficult to find interesting material. Creating a design that is practical and useful from the point of view of both the user and Google's algorithms requires a little creativity. 
Good practice in information architecture design
Intuitive content management will ensure that the user has no problem finding the information they need on the site. This is something that is often forgotten when creating websites - they exist for customers, not owners who know their subjects and industry.
The web designer must put themselves in the role of the user and try to understand what interests them most. There is no other way to build an accessible website; it is worth defining the site's target audience as accurately as possible. Specialists in a particular field will have different requirements than laymen.
Think about who your products or the knowledge contained on the website are aimed at. All tabs, categories and filters should be easy for visitors to understand. It is also worth creating a so-called persona, i.e. our model customer. Among other things, this should be defined:
- Wiek,
- Gender,
- Place of residence,
- Passions and interests,
- Purchase intent (whether they are coming to our site to learn something or are leaning towards buying a particular product or service),
- Method of connecting to the network (mobile/PC).
These are just the basics, but they will make it much easier for us to create a site that is realistically responsive to the market.
When undertaking information architecture design, it is important to remember that all are governed by certain patterns. The intuitiveness of a site relies heavily on replicating them. Don't try to forcefully change the established habits of internet users in relation to content layout, information acquisition and, especially, search methods.
What tools to use when designing information architecture?
Every webmaster has a favourite tool that allows them to visualise their designs. If you're just starting out, you can even use a piece of paper. Do you care about quality? Professional software for creating page models include XMind, Omnigraffle, Axure or Miro, as well as Adobe XD, Sketch and Figma.
Information architecture with SEO will generate the most traffic. Keyword generators, text editors, Google Search Console data or traditional Excel will all be useful for creating it. However, when you want to invest in marketing and SEO, enlist the help of a professional agency, as search engine rules are constantly changing and it will be difficult for you to keep up with them on your own.
Implementing information architecture will enable you to stand out in the marketplace and therefore increase the chances that more people will take advantage of your offering. This is the main, but not the only, reason to take information architecture seriously.
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