Essential website information architecture tips for better copy

Writing web copy involves more research and prep than most people realise. One of those essential elements is working out your information architecture (IA), or the way you guide users through your website with your messaging. 

The goal is to get your message across clearly and provide a simple, intuitive website to create the best experience for users and ideal customers. Because when you do that, it leads to more enquiries and sales. That’s a win-win.

In this blog post, I’m running you through essential information architecture tips to apply to your web copy and help you work out what to say, where. 

What to say on your website: Information architecture (IA) explained

Just like normal architecture is to create optimal structures and designs for buildings, information architecture is the same but for words. The concept applies to a range of online formats, including: 

• Websites
• Applications 
• Software
• Digital platforms 
• Marketing content 
• Product design 
• E-learning 
• AI & chatbots 
• Games 
• And so on

Here, I’m specifically talking to you about website information architecture. If you’re looking for IA tips to apply to the other areas in the list, you’re in the wrong place. 

Why information architecture matters when writing web copy

Information architecture helps define what to say on your website and where to say it. This has a huge impact on your potential customers’ experience and, therefore, on your sales and conversions. 

Think of information architecture as designing a garment. Without a proper pattern, you could try to cut and sew the fabric into trousers, but they might not fit well, be uncomfortable, or even fall apart after a few wears. 

A well-structured pattern guarantees that every piece fits together perfectly, creating a garment that looks good, feels great, and functions as intended. 

Similarly, a well-planned website structure allows users to navigate smoothly, find what they need effortlessly, and take action without confusion. When it comes to high-converting web copy, clarity always wins. 

When you apply good website information architecture principles, you see: 

• Improved user experience (UX): Makes it easy for visitors to find what they need quickly and intuitively
• Higher conversions: Clear pathways guide users towards key calls-to-action (CTAs)
• Better SEO performance: Structured content and internal linking improve search rankings 
• Faster decision-making: Users get the right information at the right time, reducing friction in their journey
• Reduced bounce rates: A well-structured site keeps visitors from feeling lost or frustrated, keeping them engaging on your site for longer
• Scalability and flexibility: A clear IA makes it easier to update and expand your website as your business grows

Ok, now let’s get into how to apply these website information architecture principles to your copy…

1. Set your website goals 

Your business and website goals have a huge impact on your copy structure, so it’s important to align your information architecture with your business goals. Before you start mapping out pages and writing content, define:

• Your overall website goal: Is it lead generation, direct sales, brand awareness, or education?
• Page-specific goals: Each page should have a clear purpose, whether it’s encouraging a sale, getting a visitor to sign up for something, or educating them on a topic.

For example, one of your service pages might have a goal to get people to book a call, while another might be designed for direct purchases. 

Knowing these goals helps structure the content and CTAs accordingly.

2. Get super clear on your customers

Before structuring your website or writing any (useful) web copy, you need to know:

• Who is your audience? Define your ideal clients, including their potential job roles,  current situation, and awareness levels.
• What do they need to know? Understand the pain points and potential hesitations they have when buying. 
• What’s your promise to them? Be aware of the transformation your service provides clients, so you can highlight the benefits. 

Your website structure should reflect their expectations and reduce friction in their journey to conversion.

Consider how your product/service is bought

Another consideration for your website information architecture is the way your customers interact. This changes the way users will interact with your website, thus changing your CTA needs. 

For example, a 121 service might require a call and personalised proposal, whereas a digital course is likely to be a ‘buy now’ option or maybe even directing them to a free module as a lead magnet. 

Understand your customer journey

Once you understand how customers buy, the next step is structuring your website to match their customer journey. Different customers will arrive at your site with different needs and from different locations, so repeating your core brand message is important. 

Plan your web copy and navigation so users have the information they need to progress naturally from learning about you to taking action, no matter where they came from. Make sure they don’t need to click more than a couple of times to find key information. 

Need help getting inside your customers’ heads? Grab my free customer research resource to understand them better and tailor your copy.

3. Structure your message for clarity

Structuring your web copy to be scannable, easy to navigate, and clear is vital for turning website visitors into red-hot leads. Here are some ways to make that happen: 

Use wireframes and sitemaps to visualise your website 

Before writing a single word of web copy, consider creating a sitemap and wireframe. They help ensure a logical flow and offer a visual representation of your website (which is useful for visual learners!). 

• Sitemaps help you map out the main sections of your site before designing pages
• Wireframes are simple, visual layouts that show where content will go on each page (more on this below)
• You can use tools like Figma, Miro, or even Canva to create these visual structures

Below, you can see a wireframe and sitemap example:

Hierarchy and headings matter 

Here’s how to use a logical structure with clear categories and subcategories in your web copy:

• Start with an introduction that sets the scene, summarising the key points of the page
• Lead into the details – break down essential information in a structured way
• Use headings (H1, H2, H3, etc.) to guide users through the copy smoothly

For example, your web copy wireframe for a service page could look like this:

With this example, you can see how a potential customer should be able to easily find the information they need by scanning the headings and reading the main body copy. 

Consider easy navigation and simple menus

Navigation should be effortless – if visitors have to work too hard to find information, they’ll leave. Here are a few ways to make their lives easier: 

• Use consistent, clear, and intuitive labels for menus and headings
• Avoid jargon – keep copy simple and user-friendly
• Write descriptive headings so users can understand what a section/page is about
• Don’t give too many options on your main menu (5–7 max)
• Use clear CTAs on every page, guiding people towards their next step

Keep it streamlined 

It’s easy to get carried away and create too many pages. But every extra click is a chance for users to leave.

Ask yourself:

• Does this really need to be a separate page?
• Could this be integrated into another key page instead?

For example, I recently worked with a company that had five separate service pages, but all the information could be combined into one without losing clarity. Now, the main service page provides a clear, concise overview, and users don’t have to click through multiple pages to understand the offer.

That said, sometimes additional pages are necessary – especially if you need to break down complex services, rank for specific keywords, or add credibility through case studies. The key is to strike a balance between clarity and usability.

4. Write web copy for each page 

Now comes the writing part… remember to always refer back to your goals and write with clarity. For example:

• For landing pages: Keep copy concise, compelling, and action-driven.
• For service pages: Balance persuasive copy with clarity – users should instantly understand what you offer, why they should care, and why they should choose you over your competitors.

Struggling with your home page? Grab my free home page copy template to get started with confidence.

SEO considerations for your web copy

Good information architecture isn’t just about user experience – it also plays a huge role in SEO. I’d always recommend you write your web copy first so you aren’t getting caught up in using keywords, and then optimise for SEO. 

This includes: 

• Keyword placement: Use key search terms throughout your web copy 
• URL structure: Keep URLs clean, descriptive, and keyword-rich (e.g., yourwebsite.com/services/web-copywriting rather than yourwebsite.com/p1234)
• Internal linking: Help users and search engines navigate your site efficiently by linking to other relevant pages (web pages, blog posts, and case studies)
• Optimising headings (H1-H6): Well-structured headings improve readability and SEO

Although there isn’t a secret recipe for SEO success, generally speaking, this gives you the best chance. But don’t forget, to rank well, your content needs to be helpful.

5. Keep testing and improving your information architecture

Finally, don’t just assume your website works—test it with real potential clients. Once your structure and copy are in place, see how users navigate it by:

• Asking a cold potential client to navigate your site and provide feedback
• Using tools like Hotjar to track user behaviour (heatmaps, session recordings)
• Checking Google Analytics to see where people drop off and optimise accordingly
• Iterating and improving – IA is not a one-time task. It should evolve based on user data

Ready to write better web copy? 

If you follow these steps to apply information architecture principles to your web copy, it will lead to better results. Although I’ve broken the process down for you, do you still need help? If so, I got you. 

I offer 3 core web copy services to support service-based and creative business owners to get their message across to the right people in the right way: 

1. Done-for-you web copy: I take the whole process off your hands – including these information architecture principles. 
2. Done-with-you Copy Polish: Let’s review your copy together on a live call. A good option for a quick fix and polish. 
3. Guided group programme, Sculpt: Learn how to do everything mentioned in today’s blog post (and more) yourself, with me by your side to offer personalised feedback.

Not sure what you need?

Get in touch. I don’t bite.