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A website plan agreed before design starts, so the site is built to convert.

Gully Sales works out what your visitors need, what your business needs from them and how the pages should be organised, before design or development begins. You get a sitemap, page hierarchy and conversion paths your team builds from.

  • A sitemap and page hierarchy that follow how buyers look for you, not your org chart.
  • Conversion paths mapped from first landing to enquiry, booking or purchase.
  • Content requirements per page, so the build is not held up waiting for copy.
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Gully Sales Private Limited plans websites for small and medium businesses across India, and puts the plan in writing before anyone designs a page.

In one paragraph

What is Website Strategy and Information Architecture?

Website strategy and information architecture is the planning stage: agreeing what visitors need, what the business needs from them, which pages exist, how they are organised and how a visitor moves from arrival to enquiry. Gully Sales produces it for Indian SMBs as a written plan with a sitemap, page hierarchy, conversion paths, content requirements and a measurement plan, so design and development start from decisions rather than guesses.

The problem

Your website was built page by page, and it shows.

Nobody ever sat down and decided what this website was for. A developer was given a logo, a brochure and a list of pages, and did a reasonable job with what they had. Over the years a product page was added here, a services page duplicated there, and a Careers link crept into the main menu because someone asked for it. The site now describes the company the way the company describes itself, and a visitor who arrives with a question has to work out where the answer might be. Many do not bother.

You will recognise it as

  • The main menu has eight or more items, and the team cannot agree which three matter.
  • Visitors land on a service page from search and cannot tell whether you serve their kind of business or city.
  • There are two or three pages saying almost the same thing, written at different times by different people.
  • The Contact page is the only route to an enquiry, and it is one click away from everywhere and prompted from nowhere.
  • Nobody can say which page a paying customer visited before they called, so nobody knows what to improve.
  • The redesign brief for the new site is the old site's page list with a note saying 'make it modern'.

What it costs the business

  • Search traffic arrives on pages that do not match the searcher's intent, and leaves without reading further.
  • Enquiries come in without the context the sales team needs, because the site never asked the visitor what they wanted.
  • Every website project restarts the same arguments about what goes where, because the reasoning was never written down.
  • Design and development budgets go on rebuilding structure that could have been fixed on paper.

Why it persists. Website work is bought as design and development, so the planning is squeezed into the first meeting with the designer, who has neither the sales evidence nor the mandate to challenge what the owner asks for. Structure feels abstract compared with a home-page mock-up, so it gets less attention than colours and photographs. And once a site is live, restructuring it means touching every page, which nobody has time for.

If it stays unresolved. The next website inherits the current one's structure, at full cost, and the same conversion problems return within months. Meanwhile each new service, location or product adds another page to a hierarchy that was never designed to hold it.

What changes

You get a plan the whole build follows, and a site visitors can use.

In the first weeks

  • A written statement of who the site is for, what each audience needs and what the business needs from them.
  • A sitemap and page hierarchy the owner, marketing and sales have agreed, with the reasons recorded.
  • A list of every page with its purpose, its primary action and the content it needs before it can be built.

In how the work runs

  • Designers and developers work from one plan instead of interpreting a page list, so fewer rounds of rework.
  • Copywriting can start from the content requirements before the design is finished.
  • New services, locations or products have an agreed place in the structure, so the site grows without becoming untidy.

In sales and marketing

  • Conversion paths that lead each visitor type to the enquiry, booking or purchase that fits them.
  • Enquiry forms that ask what sales needs to know, placed where the visitor is ready to answer.
  • Fewer enquiries from visitors who were never a fit, because the site says early whom it serves.

In what management can see

  • Page hierarchy and URLs that match how people search for what you sell, giving SEO work a sound structure to build on.
  • Landing pages for each service, sector or location that a search result can send a visitor to directly.

Over the longer term

  • A measurement plan that tells you, after launch, which pages and paths are working and which need attention.
  • A structure that survives the next redesign, so future work changes the look and not the logic.

We control the research, the plan and the brief your build team works from. Better-qualified enquiries, higher form completion and stronger search visibility usually follow when the site is built to it, but they depend on the design, content and promotion that come after, which we can also provide.

Who it is for

This is for businesses about to invest in a website and wanting it to earn its keep.

The businesses it suits

  • Owners and marketing heads of Indian SMBs planning a new website or a full rebuild in the next year.
  • Manufacturers, distributors and B2B service firms whose site must serve several sectors, products or buyer roles.
  • Clinics, hospitals, schools and professional practices where visitors arrive with a specific question and want a booking or an appointment.
  • Retailers and D2C brands moving from a catalogue site to one that has to sell, and needing the structure worked out first.
  • Multi-location businesses whose site has to route a visitor to the right branch, dealer or service area.
  • Businesses whose in-house team or agency will do the build, and want a brief they can hold that team to.

What usually prompts the call

  • A website redesign or new build has been approved and the brief so far is a page list.
  • The current site brings traffic from search that does not turn into enquiries.
  • Sales complains that enquiries from the site arrive with no useful detail, or from the wrong kind of buyer.
  • A new service line, market or location has to be added and nobody can say where it goes.
  • Two agencies have quoted very different scopes for the same site and you cannot tell which is right.

What Gully Sales does

The work, component by component.

User needs and business goals

We identify who visits the site and why: the buyer roles, the questions they arrive with, the devices and languages they use and what they need to see before they act. Alongside it we write down what the business needs the site to do, in order of priority, so every later decision can be tested against both.

Why it matters:
A site designed around what the company wants to say, without knowing what visitors came to find, satisfies neither.
You receive:
A needs-and-goals brief: audiences, their questions and tasks, business priorities and the conflicts between them, resolved.
Business value:
Every page decision after this has a reason, and the reason is written where the build team can read it.

Content and structure review

We inventory the current site: every page, what it is for, what it says, where it sits, what traffic it gets and whether anyone reaches it. We then see which pages earn their place, which should be merged, which are missing and where visitors leave.

Why it matters:
You cannot plan the new structure honestly without knowing what the old one does and fails to do.
You receive:
A page inventory with a keep, merge, rewrite or retire decision against each page, and a list of gaps.
Business value:
The new site carries forward what works and drops what only added clutter.

Sitemap and page hierarchy

We design the page structure: what the main sections are, what sits under each, how deep the hierarchy goes and what every page is called. Labels follow the words buyers use, sections follow how they search, and the primary menu carries only what most visitors need.

Why it matters:
Structure is what lets a visitor find the right page in two clicks and lets a search engine understand what the site is about.
You receive:
A visual sitemap, a page hierarchy with URL structure and navigation labels, and notes on each decision.
Business value:
Visitors reach the page that answers their question, and search engines see a site organised around what you sell.

Conversion paths and page purpose

For each audience we map the route from the page they land on to the action that matters: an enquiry, a booking, a quote request, a call or a purchase. Each page on the route gets a stated purpose, a primary action and the proof it must carry to earn the next click.

Why it matters:
A visitor who is ready to act should never have to hunt for the way to do it, and a visitor who is not ready should be given a reason to stay.
You receive:
Conversion path maps per audience, and a page-purpose sheet listing the action and proof required on every page.
Business value:
The site asks for the enquiry at the right moment, with the right form, on the right page.

Content requirements

For every page in the sitemap we specify what it must contain: the sections in order, the questions it must answer, the proof it needs, the images or documents required and who in your business must supply what. Where content does not exist yet, we say so and note what it will take to create.

Why it matters:
Most website projects stall waiting for content nobody knew was needed until the design was finished.
You receive:
A content requirements document, page by page, with an owner and status against each item.
Business value:
Writers and designers start together, and the build is not held hostage to a missing product sheet.

Measurement plan and implementation roadmap

We define what the site will be measured on, which events and forms must be tracked to do so and what the baseline is today. Then we sequence the work: what to build first, what can wait, what needs the old site kept alive and which decisions belong to design, development and SEO.

Why it matters:
A plan without a measurement scheme cannot be judged, and a plan without a sequence cannot be costed.
You receive:
A measurement plan naming metrics, events and baselines, and a phased roadmap with dependencies and decision owners.
Business value:
You can brief any build team, compare their quotes fairly and know after launch whether the site does what was intended.

What you will have at the end.

  • A needs-and-goals brief covering audiences, their tasks and questions, and prioritised business goals.
  • A page inventory of the current site with a keep, merge, rewrite or retire decision for each page.
  • A visual sitemap and page hierarchy with navigation labels and URL structure.
  • Conversion path maps for each audience, from landing page to enquiry, booking or purchase.
  • A page-purpose sheet stating the primary action, supporting proof and next step for every page.
  • Page-level content requirements with an owner and status for each item.
  • A measurement plan naming metrics, tracked events, form definitions and today's baseline.
  • A phased implementation roadmap with dependencies, decision owners and what to keep from the old site.
  • A build brief your designer, developer or agency can quote against and be held to.

How it runs

The engagement, step by step.

  1. 1

    Understand the business and the visitor.

    We meet the owner, sales and marketing, read the enquiry log and CRM notes, review search and analytics data for the current site and, where possible, speak to a few recent customers about how they found you and what they looked for.

    You provide:
    Two working sessions, access to analytics and search data, recent enquiries and a few customer contacts.
    We produce:
    The needs-and-goals brief and a first list of audiences and their tasks.
    Done when:
    The owner agrees who the site is for and what it must do, in priority order.
  2. 2

    Inventory what exists.

    We crawl and catalogue the current site, page by page, and match each page to traffic, entry points, exits and the enquiries it produced. We note duplicated content, orphan pages, missing pages and where search sends people to the wrong place.

    You provide:
    Admin or read access to the current site and its analytics; any content documents held offline.
    We produce:
    The page inventory with a keep, merge, rewrite or retire decision against each page.
    Done when:
    Every existing page has a decision and a reason, and the gaps are listed.
  3. 3

    Design the structure.

    We draft the sitemap and page hierarchy, choose navigation labels from the words visitors use, set the URL structure and test the draft by walking each audience's tasks through it. Where two structures compete, we lay out both and recommend one.

    You provide:
    A review session with the people who will argue about the menu, so the argument happens once.
    We produce:
    The sitemap, hierarchy, navigation and URL structure, with decision notes.
    Done when:
    Each audience can reach the page that answers their question within two clicks, and the team has signed it off.
  4. 4

    Map the conversion paths.

    For each audience we trace the route from likely landing pages to the action that matters, decide what each page on the route must prove and where the enquiry, booking or purchase prompt belongs. We define what each form asks, so sales receives what it needs to respond well.

    You provide:
    Sales input on what a good enquiry contains and what makes one unworkable.
    We produce:
    Conversion path maps and the page-purpose sheet.
    Done when:
    Every page has a stated action, and every action has a form or step that sales has approved.
  5. 5

    Specify the content.

    We write the content requirements for every page: sections in order, questions to answer, proof to include, assets needed and the person responsible. We outline the key page templates at wireframe level so the build team sees the intended shape without a visual design.

    You provide:
    Product, service and proof material where it exists; a named owner for each page's content.
    We produce:
    The content requirements document and template outlines.
    Done when:
    Every page has a content owner and a clear list of what is missing before it can be built.
  6. 6

    Set the measures and the roadmap.

    We record today's baseline for the metrics that matter, specify the events and forms to be tracked on the new site and sequence the build into phases with dependencies. We then package everything into a brief for whoever builds the site and walk them through it.

    You provide:
    A decision on who will design and build, and on what must be live first.
    We produce:
    The measurement plan, the phased roadmap and the build brief.
    Done when:
    The build team can quote against the brief, and you know how the site will be judged after launch.

Ways to work with us

Plan the whole architecture, review the one you have, or check a builder's quote.

Website strategy and architecture programme

The full engagement from discovery to build brief, for a new site or a full rebuild. Includes every deliverable listed above and a hand-over session with your design and development team.

Architecture review

For a site that stays but needs restructuring: we inventory the pages, redesign the hierarchy and conversion paths and produce a change plan your developer applies without a full rebuild.

Build brief and quote review

For a business that has a plan in mind and agency quotes on the table: we turn the plan into a written brief, compare the quotes against it and flag what each has left out.

Strategy plus build

The programme followed by design and development from Gully Sales, so the plan is carried through by the team that wrote it. Scoped as two stages, with the second priced once the first is agreed.

Why Gully Sales

What you are actually choosing when you choose us.

We plan websites as a sales and marketing system, not as a design job.

Gully Sales works across marketing, sales, customer success and revenue operations. The site structure we recommend is shaped by what the sales team needs from an enquiry and how the business follows up, not only by what looks tidy in a menu.

The plan is written down, with the reasons.

Every decision in the sitemap, hierarchy and conversion paths comes with a note saying why. When someone asks in a year why Careers is not in the main menu, the answer is in the document and not in someone's memory.

We start from your visitors' evidence, not from a template.

Search queries, analytics, enquiry logs and customer conversations tell us what people arrive wanting. The structure follows that evidence, which is why two clients in the same industry rarely get the same sitemap from us.

You can build with anyone.

The deliverables are a brief any competent designer, developer or agency can work from. If you use your own team or another vendor, the plan still holds, and we will walk them through it.

Where it applies

The same service, in different businesses.

Industrial manufacturing

The situation:
A components maker sells to four sectors through dealers and direct, and its site lists products by internal catalogue code so buyers from any sector cannot tell whether the range fits them.
How it applies:
Audience research with buyers and dealers, a sector-led hierarchy above the product catalogue, conversion paths that route a buyer to a quote request or the right dealer, and content requirements per sector.
Likely benefit:
A sector buyer lands on a page written for them, sees relevant products and proof, and reaches a quote or dealer in two clicks.

Healthcare and clinics

The situation:
A multi-speciality clinic's site is organised by department names patients do not know, and the only booking route is a phone number in the footer.
How it applies:
Patient-need research, a structure organised by condition and treatment as well as department, a doctor and location hierarchy, and a booking path with a form that captures what the front desk needs.
Likely benefit:
Patients searching for a symptom or treatment reach a page that answers them and can book without hunting for a number.

Professional and B2B services

The situation:
An accounting and compliance firm has grown from three services to fourteen, each with its own page, and visitors cannot tell which service applies to their situation.
How it applies:
Grouping services by the client problem they solve, a hierarchy that leads from problem to service to proof, and enquiry forms that ask about the client's situation rather than the service name.
Likely benefit:
Prospects self-select into the right service, and enquiries reach the right partner with the context already captured.

Retail and e-commerce

The situation:
A home-furnishing brand is moving from a catalogue site to an online store and wants the category structure, filters and checkout path settled before choosing a platform.
How it applies:
Shopper research, a category and filter hierarchy based on how people shop rather than how the warehouse is organised, product-page content requirements and a checkout and enquiry path for bulk buyers.
Likely benefit:
The platform is chosen and configured against a structure shoppers understand, instead of being restructured after launch.

Multi-location services

The situation:
A pest-control and facility-services company serves eleven cities and has a single Services page and a single Contact page for all of them.
How it applies:
A service-by-location hierarchy with a page for each service in each city, a routing path that sends the visitor to the right branch, and content requirements that make each location page genuinely local.
Likely benefit:
Local searches land on a local page, and enquiries arrive at the branch that can respond, with the city and service already known.

Proof

Work we can point to.

Houzeome, an interior design studio in Bangalore

The problem:
Houzeome needed a complete, brand-aligned website that carried its visual identity through to a working site.
What we did:
Gully Sales designed and built the website end to end, from visual identity through a fully custom Laravel site to production launch.
The result:
The study records six portfolio projects, each with its own detailed case-study page and correctly cropped photography, a consistent brand identity carried across every page, and a working enquiry pipeline on a production-live site.
Read the case study

Questions buyers ask

Before you enquire, the answers you will want.

How will the final sitemap support both search and conversion?

The hierarchy is built from the words and topics people search for, so each service, sector or location gets a page a search result can point to, with a URL and title that match the query. Each of those pages then has a stated purpose, the proof it must carry and the action it should prompt. Search brings the visitor to a page that fits their intent; the page's structure leads them to the enquiry. One serves the other rather than competing with it.

How long does the engagement take?

It depends on the size of the current site, how many audiences and sectors the structure must serve and whether customer interviews are included. A single-service business with a small site needs far less than a manufacturer with four sectors and two hundred pages. We do not publish a fixed timeline; we agree the stages and their dates in the free audit once we have seen the site and know who needs to be involved in the decisions.

What inputs do you need from us?

Access to the current site and its analytics and search data, a look at recent enquiries and CRM notes, two working sessions with the owner and the people who run sales and marketing, and a few customer contacts we can speak to. Later we need sales to say what a good enquiry contains, a named owner for each page's content and a decision on who will design and build. None of it should take more than a few hours of your team's time per stage.

How is success measured?

In two stages. At hand-over, success is whether the build team can quote against the brief and start work without coming back for decisions. After the site built to the plan goes live, we compare qualified conversion rate, form completion, lead quality, page speed, engagement, checkout completion and cost per conversion against the baseline we recorded at the start, over an agreed period long enough for search traffic and enquiry patterns to settle.

What is excluded from the scope?

Visual design, development, copywriting, photography, SEO keyword research and content, hosting and analytics set-up are separate services. This engagement produces the plan those teams build from: the sitemap, hierarchy, conversion paths, content requirements, measurement plan and roadmap. Where content does not exist we say what is needed and who should produce it, and we can scope the writing, design or build separately if you want Gully Sales to carry it through.

What is information architecture, in plain terms?

It is the way a website's pages are organised, named and linked so that a visitor can find what they came for and understand where they are. It covers what the main sections are, what sits under each, what the menu says, how deep the site goes and how one page leads to the next. Done well, nobody notices it. Done badly, visitors give up, and the site's owner cannot say where a new page should go.

How is this different from UI and UX design?

Information architecture decides what pages exist, how they are organised and how a visitor moves between them. UI and UX design decides what each page looks like and how it behaves: layout, typography, colour, buttons and interactions. This service produces the structure and the brief; the UI and UX designer works within it. Doing design first and structure later is how sites end up with a beautiful home page and nowhere sensible to put the second service.

We already have a website. Is this only for new builds?

No. The architecture review option is for a site that stays but needs restructuring. We inventory the existing pages, decide what to keep, merge, rewrite or retire, redesign the hierarchy and the conversion paths and give your developer a change plan with redirects for pages that move. Many sites do not need a rebuild; they need the structure they never had, applied to the pages they already own.

2 more questions

Our own developer or agency will build the site. Can they work from your plan?

Yes, and that is one of the reasons to have a plan. The deliverables are a written brief with the sitemap, hierarchy, conversion paths, content requirements, template outlines and measurement plan, in a form any competent designer, developer or agency can quote against. We walk your build team through it at hand-over and stay available for questions during the build, so the plan survives contact with the people building it.

Does this include SEO keyword research?

Not as a full keyword programme. We use search data for the current site and the language your customers use to choose section names, page topics and URL structure, so the hierarchy is built around how people search. Detailed keyword mapping, content briefs per page, technical SEO and link building belong to our SEO and content services, which build on the structure this engagement produces rather than replacing it.

Talk to us

Book a free audit and get the plan agreed before you brief a designer.

The free audit is a working session about your site's structure and enquiries, not a sales pitch. If what you need is a redesign, a speed fix or SEO rather than architecture, we will tell you.

  • No obligation and no sales script
  • A reply from someone who does the work
  • Your details are never sold or shared

Anything you share about your site, enquiries and plans is used only to prepare for the conversation and stays within Gully Sales.

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