Information architecture refers to the structural design and organization of a website in order to facilitate an intuitive user experience.

The goal of this design is to structure content, navigation menus, information categories, data relationships, and metadata so that website visitors can seamlessly access and navigate in search of their desired goals or answers.

As a blueprint for website construction, sound information architecture establishes optimal page, content, and navigation hierarchies along with appropriately descriptive labeling.

In addition, this architecture reflects high-level website objectives while meeting visitor expectations around logical pathways to content consumption and task completion.

Poor information architecture leads to cluttered, confusing sitemaps, while good information architecture enables fluid processes for exploring, browsing, and deducing the location of topics.

Good information architecture plays a pivotal role in supporting or deterring user engagement and conversion outcomes based on how efficiently visitors can find and consume information.