Would you build a house without architectural schematics or a proper foundation? – It’s a question we most often ask organizations when web project plans pervasively focus on design.

It’s not because we don’t think branding’s important! Rather, it’s because we know that people visit websites to complete specific tasks: find information, use web applications, or share experiences. Sure, design helps to provide context, but so does the structural integrity of the site itself!

How you organize the information on your website impacts everything else – navigation, search engine marketing, conversion, and …yes, we concede, even branding!