The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know
The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know
Recently someone asked us, “If you’re just the copywriters, then why do you need to understand the information architecture?”
That person just revealed that he doesn’t know much about writing for the web.
But you do. So below, I’m going to explain why information architecture (or IA) is so important for providing amazing, convincing content.

Why IA Matters

We all know that people don’t move through a website the way they do through a document. A document is a linear experience. The web was designed to be a “choose your own adventure” experience, surfing through pages, jumping through links.

If you want your potential customers to feel gratified while using your website, you must organize your content according to their thought processes. Content needs to lead people through a process that makes sense to them; otherwise, it’s a waste of time.

That is why the expertise we bring to content projects starts with your information architecture. The IA is a representation of the way your pages are organized, what buckets they fit into and the choices readers make as they swing through your site. If the organization of the content makes sense to them, they will register, or call or make an appointment to complete your site’s call to action.

If it doesn’t?

You’ve lost them.

Sometimes we write projects and the IA is locked. That means we have to use pre-determined organization and labels for pages. We know how to do that as well. But we have the most fun when we work with information architects and user experience designers to name overall buckets and pages properly and according to organic SEO practices. We create the best user experience when that happens.

And the best user experience is a win-win all around.

Want your content to be organized and fit together for your users? Hire copywriters—no, I’m sorry—web writers who understand IA.


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