How to get excited about information architecture

In this business, what gets clients excited is design. Unfortunately, that’s usually one of the least important part of a Web project. The difficulty is to convince the client that the more time and effort spent on strategy and information architecture, the better the Web site. Obviously, good design is important to entice the reader, but without a good navigation system, site visitors will click away from your site frustrated not to be able to the find what they came for.