Information architecture is a part of user experience design. The art of information architecture is to organise content and functionality so that people can understand the interface, and navigate through it quickly and intuitively.
Good information architecture caters for every possible scenario and every possible person — from novice to expert. It provides guidance for those who don't know where they are going, and provides shortcuts for those who do. It also categorises items into logical groups so you know where to look to find something.
Everywhere is an entrance
A common mistake is to assume all visitors arrive on the homepage. Every page on your site is a landing page, especially if you have good information architecture based on words your customers use and search with.
With every website we build, we use Google Analytics, keyword analysis and card sorting to make sure we've got the labelling and grouping right and to ensure there's only one way for your site's performance and visitor numbers to go — up. Needless to say good information architecture is one of the cornerstones of good search engine optimisation (SEO).
Now and in the future
Although we base information architecture on business requirements and people's needs, it is important to bear in mind that websites are always growing and changing. We like to think beyond what's on the immediate horizon and work with you to try and anticipate where you are going to make sure any framework we build can support this.