Consulting
A website's structure shapes how people navigate it, how search engines understand it, and ultimately whether the right people find you, trust your business, and take action.
— You're redesigning your website
— You're migrating to a new CMS
— You're expanding into new markets
— Your site has grown organically and no longer feels coherent
— You have designers and developers, but need someone to connect strategy with execution
Most businesses hire SEO and web design as two separate relationships — a strategist who audits the site, and a designer who rebuilds it, without the two ever really talking to each other. The result is a site that looks good and still doesn't perform, because no one actually owned the architecture decisions: URL structure, information hierarchy, internal linking, how search intent maps to page structure — or who the site needs to work for.
Website architecture is where search, AI discovery, design and user experience become one strategy, not separate conversations.
Changing navigation affects internal linking. Changing page structure affects conversions. Changing content hierarchy affects discoverability — by search engines and, increasingly, by AI assistants too. That's why I treat a website as one connected system, not a set of independent decisions.
This is how that belief actually plays out:
01
Information architecture — sitemap, URL structure, and content hierarchy — shaped around how people actually search and navigate, not how an org chart happens to be structured internally.
02
Search Experience Optimization (SXO) treats the site as one system. Too often, websites are forced to choose between what ranks well and what reads well. They shouldn't have to.
03
Accessibility — semantic structure, color contrast, keyboard navigation, alt text — built in from the start, not bolted on before launch.
04
The same clean structure and clear semantics that help a person navigate your site are what let AI search tools — Google's AI Overviews, ChatGPT, Perplexity — parse, trust and cite it.
05
Migration planning, when relevant — architecture decisions made before a rebuild or replatform, so rankings and equity aren't lost mid-migration.
06
I provide strategic direction on layout, hierarchy and structure. My role is to ensure every decision supports the wider strategy.
Isn't this just web design?
No — the deliverable is architecture and direction, not visual production. Think of it the way an architect directs a build without laying the bricks themselves.
Do I need a full redesign for this?
No — this applies just as much to an existing site's information architecture as to a full rebuild.
What if I already have a designer/developer?
Good — this service is built to direct an existing team, not replace one.
Whether you're working with an existing team or starting from scratch, you'll leave with a clear architectural direction that gives everyone involved a shared blueprint to build from.