Jumpsite TL2: Information Architecture takes your marketing messages from Jumpsite TL1 to the next level. Information Architecture is the science of organizing, ordering, categorising and labelling information. The purpose is to make it easier to use and easier to find the information your visitors are looking for. If you have high quality content, then you need to incorporate information architecture to maximize its effectiveness.

Jumpsite TL2 contains 4 comprehensive programmes to help you create a scalable website designed to be a customer nurturing tool.

1) Information Architecture Principles

As your website becomes an important part of your marketing strategies, the planning and organizing of the content will determine the rate of successes you are achieving.

There will come a point in time when just the static menus used to navigate your website on their own will be insufficient. You can modify and redesign your menus, but fundamentally the problem still remains – your website has not been designed to handle content beyond the menu structure.

Netflare have developed a comprehensive method of implementing a customer focused information architecture for your website. It is based on guiding your desired customer types through a series of information zones. Each zone incrementally builds up a relationship with the visitor by providing impartial advice and information appropriate to their current level of trust.

Instead of creating a static menu framework on which to hang your content, consider your website as a collection of paths, or series of pages, which your customers take. Navigation will then be based on guiding your visitors through path scenarios you have anticipated and planned for.

The information architecture will determine which articles to present as options for the visitor to view according the information zone they are currently in. The series of information zones you take your customer types through will be designed to satisfy the following questions. The customer will remain in a given zone until they feel comfortable to move to the next.

Zone 1) Can you solve my problem?
Zone 2) Will it work for me?
Zone 3) What’s in it for me?
Zone 4) Why should I choose you?
Zone 5) What’s next?

2) Writing Copy 2: Impartial and Persuasive Styles

There are two styles of writing content in order to effectively guide your visitor through the zones. You should use an informative style when writing advice, methodology, empathy, or how-to type articles for a given customers point of view. You should use a persuasive style when writing about the benefits of your products, your services and your business in general.

By using the persuasive articles, you can introduce the next zone as an option when they are ready to move on. Alternatively, if the visitor is satisfied with the information they have read, they can move to the next zone by the call-to-action link. Each article will have a call-to-action and will be based on assuming a zone in which this article naturally resides, and setting the call-to-action to link to the next zone.

3) Building Trust

Learn how to develop and implement back-end marketing principles covered in Jumpsite TL1. This programme covers trust layers and how to support them. Topics covered are:

• Developing Trust Layers
• Creating products and services for your trust layers
• Supporting your trust layer marketing strategies with auto-responders

4) Measuring 2: Measuring Visitor Behaviour

Watch the paths your visitors take on your website and learn how to influence their behaviour. Find out how to measure BEFORE you implement any changes. This programme covers the management of your back-end marketing campaigns, what and how to measure your KPI’s, and how to setup the right landing pages.