Content architecture: organizing what you publish

Content as a connected system

Good content architecture treats your pages as a network rather than a list. Each core topic has an overview page, supporting pages link to it in context, and visitors can move naturally from learning about a problem to choosing a solution.

Cover the whole journey

Visitors arrive at different stages. Check that each stage has somewhere to go:

• Discovery: articles and insights that attract people with a problem.
• Education: guides, documentation and answers to common questions.
• Consideration: product, service and solution pages.
• Evaluation: pricing, comparisons and customer stories.
• Conversion: a clear way to sign up, buy or get in touch.

Avoid pages that compete

Two pages with the same purpose and nearly the same meaning split attention and make it unclear which one matters. This is judged by meaning, not shared keywords: pages can use different words and still compete. Give each page one purpose and one audience, or merge them.

Volume is not the goal

A hundred unconnected articles are worth less than ten that are well organized and linked. Add contextual links from each page to the pages that support it, and keep dates and content current.