WEBSITE INFORMATION ARCHITECTURE
A sitemap, a URL map, and the keyword cluster behind every single page.
Most websites are organised the way the company is organised. Departments become nav items, every service gets exactly one page regardless of how people search for it, and the blog turns into a landfill. Then rankings sit flat and nobody can say which page is supposed to win which search. Information architecture fixes that, and the fix is structural rather than cosmetic.
What gets handed over is a sitemap with every page named, a URL map showing old addresses against new ones, a page-type template for each kind of page, an internal-linking plan stating which page points at which, and a keyword cluster assigned per page so that no two pages end up quietly competing for the same search.
This is the part of brand strategy I can back with technical work rather than opinion. Clusters, schema, entity graphs, the way answer engines resolve one business across several domains — that is the daily job on this network of sites, and the same method goes into your plan. It is checkable, which most information-architecture advice is not.
WHAT I DO
- Sitemap — every page, its parent, and the one job it has, laid out as a single tree.
- URL map — the exact address of each page, with old-to-new redirects wherever pages are moving.
- Keyword cluster per page — the search intent that page owns, and the intents it must stay off.
- Page-type templates — the standard block order for a service page, a case study, an article, a location page.
- Internal-linking plan — which pages point up, down and sideways, so authority collects somewhere on purpose.
- Schema and entity plan — the structured data each page type carries, and how the brand resolves as one entity across domains.
- Navigation and footer structure, including what is deliberately left out of the menu.
HOW I WORK
- 01
CRAWL
Inventory what exists, where it ranks, which pages cannibalise each other, and what sits orphaned with nothing linking to it.
- 02
CLUSTER
Build the keyword clusters, then group them into the pages a visitor would actually expect to find.
- 03
MAP
Draw the sitemap, assign URLs, and write the redirect list so nothing loses its history in the move.
- 04
SPEC
Specify templates, linking rules and schema per page type, then hand the document to whoever builds it.
BEST FOR
- Sites with a lot of pages and no clear reason for most of the ones that exist.
- A rebuild or migration where URLs are about to change and rankings are at risk.
- Brands that want to be cited by AI answer engines, not merely listed in blue links.
- Businesses whose services get searched for in words the company never uses internally.
NOT THIS
- Not the build. Design, code, Core Web Vitals and the actual Next.js work sit under Digital Experience.
- Not the page copy. The architecture says what each page is for; writing it is Content Strategy or a separate copy scope.
- Not customer journey mapping. A sitemap is where pages live; a journey map is what a person believes at each step — a different artefact on its own page.
THE PROOF
Published case studies from brand solutions work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF BRAND SOLUTIONS
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.