Digital Marketing - How To Build Good Website Architecture

Some companies place too much stress on the visual attractiveness of their website, rather than the structure and information flow. Here it is important to remember that formulation of the correct information architecture at the beginning of a project can have a huge impact on website performance. Good information architecture not only improves visitor engagement, but also helps attract more of your targeted audience.

Below are some steps in this regard:

1. Identification of keywords: Get your digital marketing team to conduct thorough research before identifying several high-performing keywords, to drive traffic to your website. Other than branded digital marketing keywords, it is also crucial to put some thought into the terms which your targeted audience may use to find you. Some digital marketing tools you can use for this purpose are Keyword Discovery, WordStream, Wordtracker and the Google Keyword Tool.

2. Create a map of the keyword space: After conducting keyword research, you will be able to identify different categories for your keywords, related to different products/services. Your digital marketing specialists can later map out separate categories to different landing pages, or sub pages. This will help you create a fluid system through which website visitors will be easily able to find content they are looking for.

3. Development of website architecture: Also known as a sitemap, website architecture refers to a hierarchical representation of your website, with its different levels and pages. Remember to include all information which you feel your targeted audience may be searching for. Prominent digital marketing experts recommend having a flat architecture, as it enables users to reach any part of your website with a single click.

4. Creating a wire-frame prototype: A wireframe is a simple representation of how content and navigation will be displayed on a webpage. Digital marketing professionals can also choose to create a 'clickable prototype', which is a webpage of the wireframe with clickable links. This is a useful digital marketing practice especially for large websites.

5. Development of content: The last step is to create content for the wireframe of each page. This content should be adequately sprinkled with the digital marketing keywords selected for each page, especially in the body copy, text links and image tags. It should match the keywords, so that visitors, who come by your page by entering these keywords, find relevant content.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

Digital Consultancy

Analytics Online Brand Management Conversion & Usability Digital Strategy SEO Consultancy Training & Recruitment

Contact Us

Qudos Digital
70 London Road,
Twickenham, London TW1 3QS
Tel: 020 8891 2077
Fax: 0845 280 0338
Email: info@qudosdigital.co.uk