# Airfleet Website Redesign: Information Architecture Phase 2

_Last updated: 2026-01-02_

Airfleet's Phase 2 website redesign focused on developing a taxonomy, navigational schema, and URL structure while prioritizing precise word choice for navigation elements, CTAs, and company messaging. The team emphasized gathering data to validate naming decisions through path analytics.

## Website Taxonomy Definition

Website taxonomy classifies content into groups and levels to help visitors locate information quickly. Airfleet's taxonomy comprises four hierarchical levels maximum.

A **Level** is a hierarchical position where higher-level groups contain related lower-level groups. Higher-level pages are featured more prominently in navigation and signposting.

A **Group** is a collection of pages sharing similar purpose and/or audience, designed to smooth user journeys.

Airfleet's Phase 1 taxonomy mapped four levels:

| Level 1 | Level 2 | Level 3 | Level 4 |
|---|---|---|---|
| Home Page | Services Overview | Service Detail/Feature Set | Proof Points, Testimonials, Use Cases, Feature Specifics |
| | Partnerships & Technologies | Partner or Technology Showcase Page | Use cases/case studies |
| | Resources | Blog, Events, Special resources, Newsletter | Collection pages for each resource type |
| | About Us | Who we are, Why work with us, Vision & Mission, Careers | Open positions, FAQ, Submit CV |

Phase 1's service-level sitemap included:

| Level 1 | Level 2 | Level 3 | Level 4 |
|---|---|---|---|
| Home Page | New Website (Create) | Visual Identity | Logo Creation, Visual Concept, Brand Book |
| | | Design | Design System, Responsive Design, Illustration & Animations |
| | | Website Strategy | Information Architecture, User Journey, Wireframes, URL Structure, Navigation |
| | | Implementation | WordPress, Website Infrastructure, Security, Website Development |
| | | Content Migration | Mapping, Automated Migration, URL Redirects |
| | About Airfleet | Company, Vision & Mission, Why Airfleet, Careers | Open positions, FAQ, Submit CV |

Airfleet defined six content groups:

| Group | Purpose | Page Types |
|---|---|---|
| Create Pages | Clients wanting a brand new website from scratch | "Create" Solution Overview, "Create" High-Level Feature pages, "Create" Use Case Pages |
| Optimize Pages | Marketers knowing their site needs improvement | "Optimize" Solution Overview, "Optimize" High-Level Feature pages, Optimize Use Case Pages |
| Platform Pages | Digital-savvy B2B marketers seeking a DIY solution | "Platform" Solution Overview, "Platform" High-Level Feature pages, "Platform" Use Case Pages |
| Technologies/Partners | Combined, SEO-friendly content pages | Overview pages, Detail Pages |
| Company | Competitive positioning and employment information | About Us, Career Overview Pages, Career Detail Pages |
| Resources | Educational and event content | Blog collection, Events collection, Newsletter collection |

## Navigational Schema

Navigational schema construction focused on four elements: main navigation headings, sub-headings, CTAs on every page, and lobby page contents. Airfleet established five rules:

1. **Never mix groups** — Pages from different site sections must not share navigation paths; mixing suggests taxonomy inadequacy.
2. **Never repeat** — No two navigational headings should link to the same page, avoiding fundamental confusion.
3. **Less is more** — Headings should use three words or fewer; longer headings require thesaurus consultation for better phrasing.
4. **Design with repeat visitors in mind** — B2B sites often convert prospects after multiple visits; navigation must serve both first-time and returning visitors.
5. **Monitor with analytics** — Path analytics measure navigational effectiveness and inform future updates.

Airfleet's main navigation structure:

| Main Header | Sub-Header | Menu CTAs |
|---|---|---|
| Create | Visual Identity, Information Architecture, Website Design, Development, Content Migration | Explore the process |
| Optimize | Technical Perfection, Website Enhancement, Conversion Rate Optimization, Search Engine Optimization | Optimize overview |
| Platform | Features, CMS, Integrations, Optimization Add-Ons | N/A (TBD) |
| Learn | Blog, Events | Featured Posts |
| Careers | — | — |

*Careers will become Level 2 navigation in Phase 2.*

Airfleet's global primary CTA is "**Let's talk**" rather than "Contact Us," positioning the first interaction as a conversation to assess mutual fit.

Solution-specific CTAs correspond to visitor journey stage:

- **Create** solution: "**See if you qualify**" — Airfleet offers a 90-day go-live timeline for new website customers with business-size parameters.
- **Optimize** solution: "**Get an audit**" — Evaluation precedes scope commitment.
- **Platform** solution: "**Learn more about our Platform**" — DIY marketers require feature research before commitment.
- General buyer CTA: "**Book a meeting**" — Clear commitment with transparent expectations.

## URL Structure Logic

URL anatomy comprises protocol (https://), subdomain (blank for main site), domain (airfleet), and top-level domain (.co). The path reflects navigational schema rather than physical file storage.

Airfleet ties URL paths to its navigational schema so visitors understand their location on the website. Example URL progression:

Protocol → Domain → Top-Level Domain → Path → Page

https://airfleet.co → /create → /website-design → /responsive-design

This structure mirrors the Create navigation menu (Create > Website Design > Responsive Design content).

## Information Architecture Completion

Combining Phase 1 research and Phase 2 structural decisions—taxonomy, navigational schema, and URL architecture—creates a streamlined buyer experience clarifying: 1) what Airfleet does, 2) how it solves visitor problems, and 3) where to find stage-appropriate information in the buyer journey.