Information architecture

Stop! Don’t rush in and start designing your web site if you haven’t thought about the information architecture and planned your content.

We know our clients are always eager to get started on web site projects. There are deadlines which need to be met, after all, but by undertaking a simple information architecture definition exercise and planning your web site content at the start of any web site project you’ll make it more successful and more likely to be delivered on time.

Ridgeway work with our clients to do just that and have a range of services designed to make sure their web site content is working hard to win new customers.

Help with content definition

It’s very rare that we sit down at the beginning of a project with a client and find that they know exactly what content needs to be on their web site. They’ve got a good idea, but it takes time to define every different page that’s needed and to understand which customers need to reach which content.

Create a structure for your web site

We work with clients to get them to think like their customers. It’s easy to get a little 'blinkered' when you work in an organisation so we use a mixture of card-sorting and customer research to define web site structure. It’s vital that a web site presents content in a way the customer understands it.

Write content briefs

Before we put pen to paper and start writing content (or ask our copywriters to do it), we create content briefs for our clients. These define not only the tone of voice and subject matter of the web site pages, but also draw information from the search engine research work we undertake as well.

Great copywriters write great copy

We always recommend that clients use professional copywriters to create their web site content where budgets allow it. Ridgeway employs copywriters skilled at including sufficient search engine phrase repetition in clear, concise copy which customers will read and absorb.