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Information Architecture (IA) in B2B website design is a big deal. It’s all about structuring and organising your content so it makes sense to your target audience while aligning your business goals. A well-thought-out IA can make or break how effectively users navigate the site and find the info they need. In B2B markets, where professionals are strapped for time – makes information architecture largely essential.

Throughout this helpful guide, I’ll talk you through the key aspects to consider when implementing information architecture to your B2B website design. So, let’s dive in.

Understand Your Decision-makers

As with any marketing endeavour, it all starts with your audience. This means understanding your buyer personas, their pain-point, and what they’re looking for from your website. In B2B, you’ve likely got multiple personas (e.g. decision-makers, procurement teams, and the technical users), so your site needs to cater to each of them without overwhelming anyone.

When the B2B agency took on the project of redesigning Holophane’s website, we understood the business had a diverse customer base. They all had different needs, from reviewing product information and technical data, to accessing installation guides and application advice. We profiled three primary decision-makers, and so we were then able to build a light-weight framework designed to satisfy the needs of each persona. The new website addressed the complexities of Holophane’s extensive product range, transforming the user experience into one that is fast, intuitive, and highly functional. The revamped digital store front now serves as a powerful tool that supports the decision-making process, driving both customer engagement and loyalty.

Content Grouping

B2B websites often have a lot of content – case studies, product pages, blog posts – you know the drill. But when content isn’t appropriately organised, how are website visitors supposed to know where to look? Content grouping is designed to reflect how your users think and search. This helps create logical pathways through your website. It sounds easy enough, right? Well, when it comes to grouping your products, this is where it often gets tricky.

Take Measurement Solutions for example. They came to us with over 30 products from 7 different manufacturers. From high-precision laser scanners to laser positioning systems and cutting additive manufacturing software – the applications are as diverse as they are critical. We categorised these into three clear, straightforward sub-brands: Scanners, Software, and Metrology. So, you could argue that this is more of a branding piece, which part of it was, but this strategy still needed to be translated into their website design. Their B2B website, now serves as the first point of contact for both existing and prospective customers seeking the latest information on their cutting-edge products. The website’s streamline design and intuitive navigation ensure that users can effortlessly explore MSL’s offerings and identify the solutions that best fit their needs.

Hierarchy & Navigation

A clear, intuitive menu is a must. Start broad (e.g., “What We Do”) and drill down (e.g., “Products”). Mega menus can work well for larger B2B sites but keep it tidy. Use breadcrumbs and clear headings so users always know where they are. They usually look like this:

Home > Products > Industrial Equipment > 3D Scanners

Not only are these important information architecture tactics, breadcrumbs help search engines understand your site’s structure, subsequently improving your SEO.

For users, these are key to creating journey’s tailored to your buyer personas. Another B2B website project we had the pleasure of working on was for Franklin Products Inc. Much alike our work with Holophane, we identified three primary customer segments for this global airline seat manufacturer  – Airlines, Seat Manufacturers, and Design Houses. Their key preferences and priorities informed the way we set out the hierarchy and navigation of their website, setting a new course for Franklin’s customers that would help facilitate great user-experience.

Call-to-Actions (CTAs)

For B2B, your CTAs often align with the stages in the buying cycle – think “Learn More” for awareness, “Download White Papers” for consideration, and “Get a Quote” for decision. Information Architecture is key to naturally guiding users to these CTAs. By structuring your website and its content around user intent and the buying journey, you create a logical flow and seamless navigation. This encourages awareness-stage users to dig deeper into consideration-stage material, while easy access to contact forms or demo requests removes friction for decision-stage users.

Ultimately, thoughtful IA improves the user experience and increases the likelihood of conversion by aligning your website’s structure with buyer’s journey.

Search Functionality

Those in B2B markets are often time-strapped, and arrive on your site with a clear idea of what they need. Including a search bar at the top of your page is a simple, yet an effective way of helping users get to where they need to be. If you’re concerned about the aesthetics, consider using a sleek search icon in your burger menu that expands into a functional search bar when clicked – this keeps your design clean without sacrificing usability.

Search functionality enables users to quickly locate specific information, whether it’s products, case studies, or product guides. To make this effective, ensure your site’s content is well organised and properly categorised, with accurate tagging and metadata to deliver relevant and precise search results.

Test & Optimise Your Information Architecture Strategy

You’re not always going to get information architecture right first time. So, once your IA is set up, don’t just leave it there. Use heatmaps, session recordings and feedback to see where users struggle or drop off, then refine your structure.

We use a number of tools to test and optimise information architecture strategies, like Matomo and Crazy Egg.

Using IA in B2B Website Design to Achieve Business Goals

Applying information architecture effectively means thinking like your customers. Structure your site around their needs, making every interaction intuitive and purposeful. But when IA is implemented strategically, the becomes a framework to achieving your business goals. By organising content to match user intent and guiding visitors seamlessly through their journey, IA drives engagement, builds trust, and increases conversions. Prioritise clarity, intuitive navigation, and user-focused design to ensure your website not only meets but exceeds the expectations of your target audience. A well-structured site doesn’t just support your goals; it accelerates them.

Need a hand?

We’ve already demonstrated with real-life working examples of applying information architecture to B2B website design. If you’re struggling to implement IA strategies yourself, come and talk to the experts. We’ve delivered tremendous results for our clients. Fill out the contact form below for a no-obligation chat on how we can help.

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