# Airfleet Website Redesign: Information Architecture Phase 1

_Last updated: 2026-01-02_

Airfleet redesigned its website beginning with information architecture—a critical phase that maps content prioritization, taxonomy, and navigation to match buyer journeys. This article outlines the foundational work: defining core personas, establishing page types and their functions, and creating information hierarchies aligned to visitor needs and decision-making stages.

## Core Personas and Their Needs

Airfleet targets marketing managers, directors of marketing, growth marketing managers, demand generation marketing managers, CMOs, and VP-level executive marketers. These personas differ in problem focus:

- **Marketing managers** identify specific funnel problems and seek a partner to address them.
- **VPs and CMOs** prioritize strategy and brand at a higher level; they delegate tactical details and seek partners who can translate goals into actionable changes.

Airfleet identified two primary needs across personas:

1. Creating an informative, compelling website through a developer or agency redesign or build.
2. Long-term evolution: a website that scales and adapts as market conditions and tools change.

Airfleet also differentiated its service offerings: **Create** (building new websites) and **Optimize** (improving existing websites). To address the underlying need for long-term flexibility, Airfleet developed the Airfleet Platform product.

## Page Manifest: Functions Before Structure

Before auditing content or designing hierarchy, Airfleet defined the types of pages needed and their functions—not a sitemap, but a functional blueprint. Key page types include:

| Page Type | Primary Purpose | Examples |
|---|---|---|
| **Solution Pages** | Convince potential buyers and highlight service variations | Create (new builds), Optimize (existing website overhauls), Platform (web tool suite) |
| **Tech & Partners** | Educate visitors on best practices; demonstrate expertise with 300+ technology platforms | Implementation guides, best-practice content optimized for feature snippets |

For **Solution Pages**, Airfleet structures subpages by service type (Create, Optimize, Platform), each with use cases and related content (e.g., Platform subpages include Integrations, Why Challenge the CMS?, and Use Cases).

For **Tech & Partners**, Airfleet created a reusable template to explain each technology, its implementation, and how Airfleet can assist—including case studies. Pages target feature-snippet SEO with terms like "Best practices for VWO implementations."

## Information Hierarchy: Matching Content to Buyer Journey

Airfleet mapped required information on each page by analyzing which content was relevant to potential buyers and its importance to their decision-making. The team documented ideal audience personas and clarified:

- **Role**: Digital Marketer, CMO, VP/Director of Growth
- **Need(s)**: e.g., "I need a revenue-generating website that's crystal clear and beautiful, AND I need it to adapt to tool and strategy changes."
- **Initiative or Inciting Incident**: e.g., "Existing contract with the previous designer is ending in 6 months" or "I have inherited a website that's untenable for our brand."

Airfleet charted five types of information by buyer readiness:

1. **Educate**: Material for audiences unfamiliar with a topic but seeking to learn (e.g., details about B2B websites not common among marketing leadership).
2. **Inform**: Material building knowledge for audiences with baseline familiarity (e.g., detailed trend write-ups on website topics).
3. **Convince**: Material for knowledgeable audiences deciding whether to choose Airfleet's solution (e.g., Airfleet's specialization in orchestrating B2B buyer journeys and full service suite).
4. **Compare**: Material for convinced audiences distinguishing between offerings or competitors (e.g., why chosen technology or Airfleet services outperform alternatives).
5. **Promote / Sell**: Material for audiences actively considering purchase (e.g., limited-time offers, product bundles, showcasing events).

Not all pages contain all five types. Well-designed information architecture reduces redundancy; Airfleet leaves Inform content to blogs and events, focusing Solution Pages on Educate and Convince.

## Calls-to-Action Aligned to Intent

Once persona motivations, needs, and information types are defined, appropriate calls-to-action (CTAs) follow. Airfleet uses these CTA types:

- **Book a Demo**: A button triggering a chat prompt with calendar booking.
- **Web Chat Popup**: Conversation with an automated bot or sales/customer support representative.
- **Download Now**: Guides, workbooks, checklists, and website-building materials.
- **Watch a Video**: Embedded product demos, recorded webinars, educational content, or animated explainers.

These elements combine to form engaging pages: define purpose and buyer journey, analyze buyer needs, present correct information, and deploy compelling CTAs.

## Result: A Data-Driven Sitemap

Airfleet's homework yielded a solid sitemap grounded in buyer personas, page functions, information types, and decision-stage alignment. The full process, including sitemap architecture, is detailed in [information architecture part 2](https://www.airfleet.co/blog/afseries-redesign-info-architecture-pt2/).

For context on the redesign project kickoff and reasoning, see [how the redesign started](https://www.airfleet.co/blog/afseries-website-redesign-project-1/).