Web

Information Architecture: What is it?

Content is king when it comes to developing websites. However, a site filled with poorly structured and hard to find content makes you the king of, well...a mess. With lots of content we need a way to structure the information - information architecture. Information architecture is the labeling of headings, subheadings, page titles and links. It determines how your navigation will look and function, how your audience will find information and where and how information will be grouped. It also determines whether or not any search feature will be needed and how those search results will appear.

A good information architect will look to balance the needs and wants of the organization with the wants and needs of the intended target audience of the website. They will also ensure that the site’s structure will accommodate for growth and change over time.

Here are 5 things to keep in mind about information architecture:

1. All content for your website should be written first.
   Information architecture should be developed BEFORE any programming or graphic design ever begins. This can only be done if the developer has the content first. Your site will be developed quicker and there will be fewer changes needed down the road.
   
2. Eliminate corporate lingo from your website’s content.
   For example, a healthcare organization wants to add content to help site visitor’s find information on
   their privacy.

   An example of corporate lingo being used as a link label:

   “HIPAA Regulations”

   A more universally understood and more usable link label:

   “Privacy Policy”

   Site visitors will be better able to find information on their privacy if it is appropriately labeled using terminology they understand.

3. Less is more when it comes to links on your home page.
   Too many links on any Web page makes the page appear overwhelming to a visitor. Fewer, well grouped and consistent link labels ensure your visitors learn where information is quickly and easily and that they will return to your site again and again. Adding another link to the home page will NOT ensure visitors will see the information. More will just serve to distract them.
   
4. Group all actions a visitor can perform in one area of the page.
   Whether it’s contacting your organization or registering online, action links should be grouped together so that a visitor learns they can interact with your organization through that area of the website.
   
5. A website should always have global navigation.
   Global navigation consists of links to broad categories of similarly grouped information that is on every page of your website. Link labels for global navigation should be one to three words and have the same labeling schema.

   An inconsistent labeling schema for global navigation:

   “About Our Company, What can we do for you?, General Info & Links,
   Locations/Find Us.”

   A consistent labeling schema for global navigation:

   “About, Services, Resources, Directions, Home”

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Angela Wright is director of Web development for Parthenon Publishing. She previously worked as a Web programmer and later Web designer for Huntsville Hospital Systems. She also ran her own firm, Pointe of Creation, redesigning sites for companies such as DYA Cosmetic Surgery Center. An expert on information architecture and an ADDY award winning designer/illustrator, Angela earned her B.A. and a certificate in computer mediated communications from the University of Alabama in Huntsville.