Website strategy and information architecture · Marketing
Decide what the site needs to do before anyone designs a page.
Most website projects start with design because design is what people can picture. Structure gets decided along the way, by whoever is building the site that week. Pages end up added wherever they seemed to fit, rather than where a visitor would look for them.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Website strategy and information architecture is the planning work that decides what a website needs to contain and how a visitor should move through it. It happens before any design or development starts, and GullySales builds it from your services, your buyers and what we learn from your brief and our first conversation, not from a template.
We work out the structure first: what pages the site needs, how they group and link to each other, and what path a visitor should take from arriving to enquiring. This becomes the brief that design and development then build against.
This is usually the first real deliverable once the scope is agreed. That is because where enquiries are being lost often points directly to a structural problem, not a visual one.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Pages get added wherever someone thought they might fit”
New pages are placed under whichever menu seemed closest at the time, and over years the structure stops reflecting how a visitor actually thinks about your business.
“A visitor cannot find the one page that would answer their question”
The right information may exist somewhere on the site, but the way pages are organised gives no clear path to it.
“Every redesign starts from opinions instead of what the site needs to do”
Discussions about a redesign focus on look and colour before anyone has agreed what pages the site actually needs and how they should connect.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Site map
Every page the site needs, organised into a clear hierarchy that reflects how a buyer actually thinks about your services.
User flow mapping
The path a visitor should take from landing on the site to submitting an enquiry, for each main type of visitor.
Navigation structure
Menus and internal links designed around the site map, not bolted on afterwards.
Content requirements per page
What each page needs to contain to do its job, handed to content writing and design as a clear brief.
Migration plan, for redesigns
A plan for moving existing pages into the new structure without losing search rankings already earned.
Structure document
A single reference document your developer, designer or content writer can build against without further clarification.
How the result is measured
- Pages mapped against buyer needs
- Click depth to key pages
- Visitor drop-off by page in the flow
- Time from structure sign-off to design start
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses planning a new website or a redesign before any design work starts
- Sites that have grown page by page over years with no underlying structure
- Multi-service or multi-branch businesses unsure how to organise many pages clearly
- Businesses whose visitors regularly cannot find the page that answers their question
- Companies who have had three redesign quotes that all disagree on what needs to change
Not for
It is not the right fit if.
- The site is small, under ten pages, and already simple enough to find your way around
- You want visual design work directly, structure should still come first even if briefly
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Review what we know
We start from your brief, our first conversation and any website audit you already have, about where visitors are getting lost.
- 2
Map what the site needs to do
Every page the business needs is listed against the buyers and searches it needs to serve.
- 3
Structure the hierarchy
Pages are grouped and ordered into a navigation that reflects how a buyer actually thinks, not how the business is internally organised.
- 4
Map the key user flows
The path from landing to enquiry is mapped for each major type of visitor the site serves.
- 5
Hand over the structure document
The finished site map and flows are handed to design, development and content as a single, clear brief.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Bon Millette
- Situation
- A new food brand has to look trustworthy before anyone will try it, and Bon Millette had nothing online for a first-time buyer to weigh up.
- What we did
- A site that matches the food
- The story in a trust-building order
- Product sections with full disclosure
- A short path from reading to buying
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Divya Agros
- Situation
- Certification is the proof in organic produce. Divya Agros had the certificates and no place to put them, which is a hard position to build trust from.
- What we did
- Site structure planned first
- A responsive website
- Pages written for the reader
- A visual identity
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Premier Marketing
- Situation
- The old site could not keep up with the business. There was no way to update content or add products as the range grew.
- What we did
- Brand identity settled
- Core pages designed
- Product pages that scale
- Blog pages
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Also worked with
Chord Road Hospital · Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Do you also design the website?
How does this relate to the first conversation?
How long does this take?
Will this affect our current search rankings?
How much does it cost?
How long is the contract?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Website strategy and information architecture, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- What every business website needs to generate enquiriesA website produces enquiries when a buyer can see what you sell, who it is for, what it costs roughly, why to trust you and how to reach you, all within a few seconds on a phone.
- How to plan website content around customer questionsCollect the questions buyers really ask, group them by how close they are to buying, give each one a page, and write the answer first. A simple planning method with a table.
- Website structure for a business with thirty servicesHow to group thirty services by the buyer's problem instead of your departments, so a stranger on a phone finds the right page in a few taps, with an index-card method to test it.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.