What We Heard
• We need a site redesign • Sales and quote requests are down 30%
However, we didn’t need better calls to action; we needed contextual content for AI search engines and intuitive navigation.
The Problem
Sales and quote requests dropped 30% over six months. Not because of the way the site was designed, but because the underlying information architecture didn’t provide enough relevance in the age of AI. Google stopped sending traffic. AI overviews didn’t have the schema tags to grab onto for context.
How do products relate to content? What about articles? Where are the FAQs?
We didn’t need a louder CTA, we needed clarity of relationships and answers for common questions so AI tools could parse the information. Potential customers don’t want a product. They want a solution to a problem. They want guidance and answers.
The Solution
We mapped out the navigation flow, presented wireframes for review, then proceeded to design. All built from a foundation of strong information architecture. We proposed wrapping content in schema tags so we could bring context to AI search queries, and added contextual FAQs on each page to further improve AEO.
The Method
First we conducted an audit of the existing navigation and underlying information architecture, conducted desk research. Then we mapped the navigation flow, and rebuilt the design from there.
By approaching the domain from the angle of “what are the things people are looking for, how do they relate to each other, and what do they want to do?” We were able to bring clarity to the content, sense to the navigation, and guidance toward action.
By mapping out the navigation flow in low fidelity and presenting wireframes to eSafey before design work started we were able to move quickly when it came to the design work.
Build a strong foundation and the rest will follow.
What We Learned
SEO and AEO problems are information architecture problems. In the world of AI you can’t keyword-optimize your way out of structural confusion.