Summary
- A flat information architecture keeps pages within a few clicks of the homepage, improving navigation.
- A deep IA organizes content in layers, making it easier to organize large amounts of information (but potentially harder for users to find what they need).
- Health systems often use deep website content hierarchies with sophisticated folder structures.
- Even if a flat IA isn’t feasible, there are plenty of CMS features and strategies you can use to improve website navigation.
Is a flat IA the cure-all for a bloated website?
We hear it all the time:
- “Our website is packed with content created to appease stakeholders, not audiences.”
- “Site navigation is a nightmare — requiring too many clicks to get to important information or to complete top tasks.”
- “Users are bouncing, probably out of frustration.”
If you’re one CMS issue away from Marie Kondo-ing your website, a flattened information architecture (IA) may be just what you need.
But it’s not a one-size-fits-all solution — especially for healthcare brands. Let’s weigh the pros and cons of the flat IA against the more typical way of organizing a health system website.
Flat vs. deep information architecture
What exactly is “information architecture”?
Information architecture (IA) defines how your website is structured. This includes:
- How content is organized (both sitewide and on the page level)
- The relationship between pages
- How people interact with the information
(Don’t confuse information architecture with sitemaps. Here’s the difference between the two.)
Deep IAs
Some websites go deep with information. They have tons of content that’s organized using a multi-tier subfolder system.
Think of pages in a deep IA like nesting dolls. Content is grouped into categories and subcategories, requiring more clicks to drill down into specific pages.
Flat IAs
Other websites go wide, or “flat.” A flat information architecture aims to keep pages just a few clicks away from the homepage.
Note: “Flat” is a bit of a misnomer. A truly flat IA would keep all pages at the same level, but that’s nearly impossible for larger, enterprise websites. In practice, a “flat IA” or “flat site structure” usually means either:
- Flattened: Fewer layers in the hierarchy
- Wide: Many folders or categories at the same level
The rule of thumb? The 3-click rule: No page should be more than 3 clicks away from where a user starts. (This is more of a guideline than a hard and fast rule. It isn’t feasible for every website to address every user’s needs.)
What’s the difference between a flat and deep IA?
A deep information architecture uses multiple layers of folders, subfolders, sub-subfolders, and beyond to organize information.
A flat information architecture uses more folders at the same level and fewer layers, so all pages are just a few clicks away.
What are the benefits of a flat site structure?
Why go wide — or “flat” — with your website hierarchy?
- Easier navigation: This site structure makes it easier for users to find what they need, reducing frustration and bounce rates. (Poor navigation is the #1 problem we see in health system websites — here are 4 other common healthcare website issues.)
- Better engagement: A flattened IA pairs well with long-scroll or pillar pages (instead of multiple subpages), keeping users engaged longer.
- SEO advantages: The first 2 benefits are also good for SEO since SEO and UX are often complementary. Plus, a well-structured flat IA can improve search engine crawling, page indexing, and link equity distribution (dividing “backlink juice” more evenly with pages placed at similar levels of importance) — meaning better rankings.
The downsides of a flat IA (and why it’s difficult in healthcare)
A flat IA isn’t a magic bullet — especially for large healthcare websites with thousands of pages covering service lines, specialties, sub-specialties, locations, conditions, and treatments.
Here’s where it gets tricky:
- Sites can become messy
Large health system websites often have several thousand pages covering a massive range of topics. Flattening the site structure can cause disorganization, making it harder to find information. (This is why you’re hard-pressed to find examples of truly flat IAs in healthcare — service line content goes deep!) - It can confuse search engines
Folder structures help search engines and AI search tools understand content relationships and information hierarchies. Flattening your website makes it harder for crawlers (and users!) to understand what your pages are about, how they connect, and which information to prioritize. Even a little crawler confusion can cause a dip in rankings. - You risk keyword cannibalization
Without an intuitive folder structure, pages on a related topic (like a breast cancer condition page and a breast cancer program page) might compete in search results. - Your site could become even harder to navigate
Users rely on logical site structures to move both forward and backward in their journeys through a website. Flattening the IA can impact pages’ breadcrumb trails, making it harder for users to “retrace their steps.” As a result, users might get lost on your site and opt to exit the maze.
Is a flat website structure right for your health system?
There’s no simple answer. Several factors go into choosing the right information architecture approach for your healthcare website.
Ask yourself about:
- Size: How large is your site? The more pages you have, the harder a flat IA becomes to execute and manage. (If you don’t know, it’s time to think about a website content audit.)
- Data: What does your data say? Look at user behavior — where do visitors drop off or struggle to find content?
- Existing content: Can existing content be consolidated or restructured without harming UX or SEO?
- CMS: Does your CMS support a flat IA approach with intuitive navigation features like customizable menus and dynamic components?
- Organization: How is your site currently organized? A pillar page strategy can be more conducive to flattened sitemaps than a clustering or hierarchical strategy.
- Bandwidth: Do you have the resources for a full website overhaul, including content, design, and web development? Implementing a flat IA isn’t a small tweak — redesigning your hospital website is a massive undertaking.
- Stakeholders: Who holds the key to your organization’s website strategy, and how will they feel about this change?
Ways for health systems to improve website structure
Not ready (or able) to commit to a flattened information architecture?
You can still optimize your site structure:
- Internal linking: This helps both users and crawlers navigate your website.
- Organized navigation menus: Ensure menus are intuitive, easy to follow, and not overloaded with too many choices. Rush University Medical Center does this well.
- Keep URLs clean and concise: Use logical URL structures to help both crawlers and people make sense of each page.
- Use CMS features: Site search tools, breadcrumbs, quick links, and automated “related content” components can improve UX (and make site management easier). NewYork-Presbyterian uses breadcrumbs, a table of contents, and tabs to organize on-page information.
- Establish governance: Put content workflow frameworks in place to prevent site bloat and maintain consistency.
- Plan keywords wisely: Avoid keyword cannibalization and ensure pages align with search intent.
- Consider pillar pages: Consolidating information about a topic into one long page (instead of many tabbed pages) can boost your SEO results. (We use pillar pages — see an example.)
Still deciding between a flat vs. deep website hierarchy?
What’s right for your health system’s website? It depends.
A flat IA can improve UX and SEO, but it’s not always practical for large hospital or health system websites. A deep website hierarchy can keep things organized … or it can become a tangled mess.
Want to weigh the pros and cons with a team that’s executed major website overhauls (and lived to tell the tale)? Let’s put our heads together.
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