Information Architecture’s Role in Website Projects

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Project Objective:
Enhance the existing brochure site to a responsive online marketing tool to promote the Max-Strum product and drive sales leads in 2 target markets:

  • Production Livestock owners
  • Show Livestock owners

The Existing Site:
maxstrum
Insight:
Production Livestock and Show Livestock target users have distinctive demographics and psychographics. Additionally, each user is also looking for different product benefits to aid in solving a need specific to their industry uses.
Solutions:
Bring the “Production Livestock” and “Show Livestock” content to the forefront of the homepage content and main navigation. This distinguishes the user flow and allows the user to find and navigate to relevant content pertaining to their specific needs quickly and easily.
Additionally, the lateral hierarchy presents the following industry and animal-specific content the user is seeking in 2 clicks:

  • product nutritional benefits
  • dosage information
  • customer testimonials
  • call-to-action to contact the Max-Strum sales / support staff

The streamlined user flow leverages the website as a lead generator for users to become informed and contact Max-Strum’s sales / support staff to either receive further information or set up a custom regimen tailored to their needs.
maxstrum-home
Once guided to the appropriate silo (Production vs. Show)…the user is, then, presented with 3 options of livestock to select – Cattle, Swine, Sheep & Goats.
production-livestock
Once the user has selected the a particular Production Livestock animal…he/she is presented with a wealth of useful information:

  • product nutritional benefits
  • dosage information
  • customer testimonials

production-cattle
Conclusion:
Google’s search engine algorithm promotes websites that deliver user-desired content…the final stop to content so to speak. Given that knowledge, it benefits your site to tailor its information architecture to Google’s algorithm…removing steps or clicks for a user to reach the content they are seeking.
For more details on how to apply Information Architecture to your next website project, visit our site.

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Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.