# Website Strategy & Information Architecture

_Last updated: 2024-08-08_

Airfleet's website strategy service organizes content to reach the right audience at the right moment, using a structured discovery process and user-journey mapping to align site architecture with business goals and buyer behavior.

## The Grand Survey: Discovery Foundation

Airfleet begins every engagement with a concise discovery questionnaire informed by analysis of hundreds of websites. The survey captures four core dimensions:

**Your Company**

Understanding category, industry, competitors, and vision creates a map of current brand position and strategic aims. This directly impacts homepage emphasis and which products or company aspects appear prominently.

**Your Ideal Customer Profile (ICP)**

Research focuses on target personas, buying-committee composition, and audience priorities. Airfleet uses this research to determine what information and messaging the website displays to each visitor segment, ensuring messaging and page structure align with what the ICP expects to find.

**Your Offering**

Airfleet analyzes your product differentiation relative to competitors your audience evaluates. This analysis informs the structure of product, platform, solution, and service pages, and determines which offering gets primary placement on the homepage.

**The Demo Flow**

Proper demo workflow prevents rushing prospects or missing buyers when they are ready. Airfleet designs the sequence and conditions for showing demos to convert traffic into opportunities.

**Resources & Learning**

Education, thought leadership, and valuable content prevent the website from becoming a brochure and contact form. Airfleet organizes blog content, gated resources, webinars, news, and events using best practices for discoverability and search-engine optimization.

**Supporting Pages**

While the ICP receives 90% of site focus (education, persuasion, and conversion), supporting pages serve other visitors—candidates, investors, and partners—so no visitor becomes lost or frustrated.

## Page Manifest & User Journey Mapping

Once discovery is complete, Airfleet uses its Page Manifest Tool to list every page, define hierarchy and goals, and specify page elements.

### User Journey Mapping

Airfleet maps 5 to 10 main user journeys for different personas, tracing how they arrive (SEO, paid campaign, brand search, newsletter) where they land, what they read and see, and optimal next steps. This process ensures each page and element reflects expected user behavior and uncovers missing pages in the manifest.

## Wireframing: Figma-Based Builder

Airfleet's Figma-based Wireframe Builder enables marketers to participate in website creation through dedicated workshops. Teams create wireframes with real content, visualizing the end result quickly. After completion, Airfleet performs optimization and refinement rounds to align designs with best practices and unique page requirements.

## URL Structure and Hierarchy

URL structure is fundamental to search-engine optimization and supports easier analytics review, content grouping, and general website organization. Airfleet designs clear URL hierarchies and manages all redirects during implementation.

## Navigation for Human Users

While URL structure serves search engines, Airfleet focuses on creating navigation that helps visitors find what they seek. Effective navigation uses the right words, placement, and hierarchy with an appropriate number of links—simple yet sophisticated in structure.

## Next Steps

After information architecture is finalized, [website design](https://www.airfleet.co/website-creation/website-design/) translates strategy into visual form to reinforce brand identity and increase conversions.