Information Architecture

It happens gradually. Each new page made sense to whoever added it, and together they've become a site that mirrors how the company is organised rather than how a buyer thinks. The people who work there can find everything. The people who might buy something can't.

Information architecture puts the pages in the buyer's order instead.

We map the buyer's journey first, from the question they arrive with to the reassurance they need before they'll act, and that sequence becomes the sitemap. Every page gets a one-line job, and anything without a job doesn't get built. Then the structure gets tested the honest way: give someone who has never seen the site a buyer's question, and watch where they go.

Forest had two sites for two audiences, each with its own structure. The architecture work was deciding how consumer and B2B could share one framework without confusing either reader: one nav that toggles between them, five interlinked CMS collections, and a URL structure that carried both sites' rankings across the merge.

The work produces a buyer journey map, a sitemap, a page-by-page brief with the job and key message for each, navigation and URL structure, and redirect planning where there's an existing site. It's built to hold localisation later if you're likely to need it, and it's part of Discovery.

A site people can navigate without thinking about it, that search engines and AI assistants can read as a clear structure, and that can keep growing without turning into a sprawl of orphaned landing pages.