Information layering is a practical technique that helps online visitors quickly gather information relevant to their needs.
In brief, high level information is provided with links to more detail and supplementary web content.
Webcopyplus employs this strategy for clients, and finds it especially useful for IT firms, which generally need to target a wide-ranging audience.
Take, for example, an IT services page that offers an overview of offerings, including Network consulting, Disaster planning and Web hosting. Each noted service would include a link to more specific information.
This approach ensures you don’t bombard and overwhelm visitors with too much information at once. It also helps you speak to your audiences’ specific needs. A small business owner who’s looking for a web hosting package might not care to see information about networking and vice-versa.
Plus, the layering strategy is an effective way to accommodate different audience levels — from experts to novices. Layered IT web content, for example, allows an IT firm to speak at a high level to managers, drawing attention to things important to this group, such as ease of use, time management and return on investment. Any additional links on that page would allow prospects’ techies to drill down and get the technical data they require to ensure the right fit.
It helps keep pages simple. And the most effective web content — whether it’s pitching IT services or piano lessons — provides online audiences web copy in digestible pieces.
When mapping out or reviewing your information architecture, always look for opportunities to use the layering technique. It makes your visitors’ lives easier and your business more profitable.