This document summarizes the results of a content audit and site mapping project for Pusateri Brothers Tree and Landscaping Service website. The goal was to improve the user experience and information architecture. Methods used included competitors analysis, content audit, site map analysis, and card sorting. Key results included content recommendations and a new proposed site map structure based on testing. Card sorting with users found that the mental model of categories like "Our Services" and "About Us" generally matched expectations, but some refinements could further improve user understanding of the information architecture.

1. Content Audit and Site map
structure for Pusateri Brothers
Tree and Landscaping Service site
Study project for Information Architecture and Content
Strategy course, Toronto University
By Elena Glebkovskaya

2. Project Summary
Goal:
To improve user experience and IA for the Pusateri Brothers
Tree and Landscaping Service website, help them offer most
relevant information to the users and promote company’s
brand and values.
Methods:
❏ Competitors analysis
❏ Content Audit
❏ Site map analysis
❏ Closed card sorting
Results:
❏ Content recommendations
❏ New Site map structure

3. Competitors Analysis part 1

4. Competitors Analysis part 2

5. Content Audit (some parts)

6. First Content Ideas for Testing
Main menu:
Make menu items more logical for the client’s mental model (research needed), as an example:
❏ “Our services” with submenu of trees services and snow removal
❏ “About us” with the process, some photos and videos projects
❏ “Reviews” from clients with an option to leave a review
❏ “Contact” with contact form, clickable contact option and map of service areas
Tone:
❏ Decide on the tone (excited, friendly, professional, fun, educative etc.) and make texts consistent on all pages
and topics
Additional content:
❏ Add “About us” page to tell more about the history, values, employees
❏ Add reviews from clients to build trust
❏ Add illustrations/steps/infographics to show the process
❏ Add brand promise and clear benefits
❏ Add more ways to connect and follow company news (like social networks Twitter, Pinterest, YouTube, blog)

7. First Content Ideas for Testing
Services pages:
❏ Make the texts of the Services pages consistent in the tone, amount of details, formatting and structure
❏ Structure of each Service page could be for example: Name of the Service, introduction in features-benefits,
types of services with short details about each, illustration photos (before/after), common examples of situation
where service is required or helpful, call to action
Photos:
❏ Make new photos that would show the company workers and be of a good quality
❏ Add photos that would represent the content they are illustrating (showing services in process, showing
employees/office/vehicles on team page, showing results of trimming, before/after etc.)
❏ Ensure photos used consistently of the same size when used as illustrations
❏ In the gallery photos might have informative headings, be structured by topics, be played automatically to catch
interest
Videos:
❏ Choose less videos (2-3) and edit them to add a story of what is happening, the benefits, maybe some
interesting details the problem that is being solved or professional tips and tricks.
❏ Add a short description to the video about why it could be interesting to watch

8. New Site map v.1 - before testing

9. Closed card sorting preparation
To test if the user’s mental model of the possible site Information
Architecture is different, I conducted a closed card sorting with 4
participants who haven’t seen the current website.
I created the top-level items from my site map as 6 categories
and the content sections as 16 possible content items for
sorting.
During the card sorting I’ve listened to their
comments/questions and after the card sorting, I’ve asked
participants the following questions:
- What was very easy to sort and why?
- When did you hesitate or wasn’t sure and why?
- Was there any category/content you felt was
unnecessary?
- Was there anything you would add?
Categories (blue stickers) and contents (yellow stickers)

10. Closed Card sorting results

11. Some Findings
As the result of the comments and answers as well as the analysis of the results matrix I’ve had the following findings:
❏ “Our Services” is the most clear category and all participants were expecting to the see the list of services there with
the descriptions. 2 of participants also expected to see the Free estimate there as well as the logical next step, though
1 was expecting to see it in the Home category as the very first thing they would be interested in and 1 expected to
see it in Contact us category as one of the reasons for contacting the company. Also 2 participants commented that
they would probably expect to see Free estimate in several categories and were frustrated they needed to choose
only 1.
❏ In the “Contact us” category all participants were expecting Contact information and the majority also would place
an Ask a question form there. 1 participant would place a Review us there as a form of contacting the company – the
participant was imagining this review to go directly to the company leaders.
❏ In the “About us” category all participants wanted to see only 2 content items: Our Team and Our story. As they
commented, they might go to this category to see if the company has enough experience and who are the specialists
– so for them this category is about trust to the company. 2 participants were also expecting to see at least a couple of
clients Reviews there as well to establish this trust even further.

12. Some Findings
❏ In the “Reviews” category 3 participants expected to see the form to leave a review (Review us) and 2 wanted
to see the reviews of other clients (Our Clients about us). 1 participant would also like to see the Before/After
photos there as a prove for a good work and “kind of a visual review”.
❏ In the “Our Projects” all participants were expecting to see Project examples and Project videos. 2 participants
would like to see Before/After photos and 1 participant wanted to see Our process. As per comments, in the
projects it was important to see real examples and maybe also names of the clients the company work with, so it
would be nice to add “Our clients” logos if there are any other companies they’ve helped.
❏ For the “Home” category participants expected to see clear reasons why they should choose the company or at
least continue to explore the site. So 2 of them placed Why us and Our process in there, and 1 participant
wanted to see Before/After photos straight away and another participant also wanted to see Get free estimate
and Ask a question right from the start too.

13. Site map structure v.2 - after testing
Site map v.2 (changes marked in green):

14. Thank you!