If only she had given this article, “Flexible Fuel: Educating the Client on IA“, to him. Every day I defend IA. Every day I tell people what Keith says here “IA establishes the baseline, or foundation, for a solid site structure. It helps create the traffic patterns and navigational routes that get the customer from A to B in language that is helpful and easy to understand. In fact, IA is the first step in meeting customer goals and can therefore increase brand awareness and product or service sales.”

Do you find yourself constantly defending IA? If so check this article out.