Inventory the existing material
Map products, collections, guides and repeated topics. Identify useful information that is buried, duplicated or disconnected.
Grow / Content architecture
Give every useful page a clear place.
Organise products, collections and guidance around the decisions your customers are trying to make.
Discuss your storeBook a free 20-minute callStart with what you have.
Every existing page gets a decision.
Accurate, useful materialRetain
Good subject, missing detailRefresh
Overlap without a distinct purposeConsolidate
Create a new page only when it earns its place.
Illustrative concept. The actual work is shaped around your store.
Good information exists, but the route to it is unclear.
A growing catalogue can leave useful pages disconnected and similar pages competing for attention. Map the current content before deciding what needs to be added.
Understand the storeFind the constraintAgree the right change
What the work
can cover.
Connected decisions, practical implementation and a scope shaped around your store.
Give each page a job
Decide what to retain, consolidate, refresh or create. Connect customer questions to the page type that can answer them best.
Design the relationships
Plan navigation and contextual links between commercial pages and supporting guidance. Make the path from learning to choosing explicit.
Translate the map into requirements
Create page briefs, link rules and implementation notes that editors and developers can actually use.
Scope, deliverables, responsibilities and timing are agreed for each engagement.
Will this mean more content?
Sometimes the better move is to connect, consolidate or improve what is already there. New content should have a defined purpose and a place in the store.
Work you can
put to use.
The handover should make the next decision easier. Depending on the agreed scope, that can include:
In the handover
- A content inventory with keep/change decisions
- A page-purpose and hierarchy map
- An internal-link blueprint
- Prioritised content and template requirements
Bring the starting point.
Your catalogue, existing guides and the questions customers still ask before buying.
Questions worth
asking.
Do we have to publish more articles?
Not necessarily. Improving, connecting or consolidating existing material may be more useful. A new page needs a distinct purpose and enough substance to justify it.
How is this different from a topical map?
Architecture decides where information belongs and how pages connect. Topical mapping helps decide which questions deserve coverage. The two should inform each other.
The work
around it.
Explore the disciplines that connect to content architecture.
A useful starting point
Explore the semantic SEO guide
A practical question to bring to the conversation about your store.
Open the guideStart with your storeKnow what to build.
Know what to build.
See where to grow.
Bring the challenge. We’ll help you work out a useful starting point.