Information Architecture
Finding company information shouldn't feel like solving a puzzle.
We made information easier to follow, helping visitors understand what's available, find what they need and know where to go next.
SSM Search
Making Company Information Easier to Navigate as Platform Transactions Grew 103%
In April 2026, Foxar Athon joined SSM Search to work on its digital experience, UI/UX and branding, alongside a connected SEO initiative.
The challenge? People weren't visiting to admire a website. They needed company information they could find, understand and act on.
We focused on making that experience clearer, from how the platform presented itself to how people navigated and discovered its services.
Between April and September 2026, reported monthly platform transactions rose by 103%.
CLIENT
SSM Search
INDUSTRY
Corporate Information & Business Data Services
SERVICES
CONNECTED WORK
SEO & Search Positioning
GROWTH SIGNAL
+102.9% monthly platform transactions
FOXAR ATHON / CASE STUDY
CHALLENGE & SOLUTIONS
THE CHALLENGE
Company information is complicated enough. Finding it shouldn't be.
People visit SSM Search for important business information, not to spend their afternoon figuring out a website.
With different company records, unfamiliar terms and multiple services to navigate, even a simple search can feel more complicated than it should.
The challenge was to make the platform easier to understand, simpler to navigate and more recognisable, while helping more people discover it through search.
Because when people come looking for answers, the last thing they need is more questions.
OUR SOLUTIONS
01 — 04
UI/UX Design
Nobody enjoys clicking around wondering, "Am I in the right place?"
We focused on making the interface cleaner, navigation more natural and the whole experience easier to use. Less second-guessing, more getting things done.
Branding & Visual Identity
It's official company information. It should look the part.
We brought a more consistent look and feel to SSM Search, making the platform easier to recognise and giving users a clearer, more professional experience.
SEO & Digital Discovery
What's the point of making it easier to use if people can't find it?
We connected the digital experience with SEO, helping SSM Search become more discoverable to people looking for company information online.
Explore the SSM Search SEO Case Study
03 / RESULTS
SSM SEARCH / 2026
Platform Growth Signals
Reported SSM Search monthly platform transactions from January to September 2026.
MONTHLY PLATFORM TRANSACTIONS
JAN — SEP
JUL → SEP
+72.4%
↗
APR
Foxar Athon onboarded
JUL
Project launch / kick-off
Pre-engagement
During engagement
September
KEY RESULTS
APR — SEP 2026
01 / ENGAGEMENT PERIOD
+102.9%
Reported monthly transaction growth from April to September
02 / SEPTEMBER 2026
407.5k
Monthly platform transactions recorded in September
03 / ABSOLUTE CHANGE
+206.7k
Additional monthly transactions versus April
04 / VOLUME MULTIPLE
2.03×
September's transaction volume relative to April
APRIL 2026
Foxar Athon onboarded
Project engagement milestone
JULY 2026
Project launch / kick-off
Project milestone
JULY → SEPTEMBER
+72.4% growth
Change in reported monthly transaction volume
FOXAR ATHON
LET'S TALK
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B2B Website Design Knowledge Base
Frequently Asked Questions About B2B Website Design and UI/UX
What is B2B website design?
B2B website design is the process of creating a website around how business buyers research, understand, evaluate and take action on a company's products or services.
Unlike a purely visual redesign, effective B2B website design connects messaging, information architecture, UI/UX, proof, navigation and conversion paths.
For complex businesses, the website must help buyers understand not only what the company does, but also how its products, solutions and expertise relate to their needs.
What makes B2B website design different from general website design?
B2B website design usually needs to support longer buying journeys, more complex offers and multiple decision-makers.
A B2B buyer may need to understand the company, compare products, assess technical or commercial relevance, review proof and involve other stakeholders before taking the next step.
This makes clarity, information architecture and content hierarchy especially important.
Why is UI/UX important for a B2B website?
UI/UX helps B2B buyers find the right information, understand complex offerings and move through the website with less friction.
Strong website UI/UX considers navigation, page hierarchy, readability, interaction, content flow and the next action expected from the visitor.
The objective is not simply to make a website look better. It is to make the business easier to understand and evaluate.
What is information architecture in website design?
Information architecture is the way website content and pages are organised so users can understand where information belongs and how to reach it.
For a complex B2B website, this may involve separating company information, products, solutions, industries, success stories, insights and conversion pages into clearer destinations.
Good information architecture benefits both users and search engines by creating clearer relationships between pages.
How did Foxar improve Infomina AI's B2B website?
Foxar helped transform Infomina AI from a single landing page into a structured product website capable of supporting product understanding, search and future digital growth.
The work included information architecture, product pages, website UI/UX, navigation, success-story structure and a stronger content foundation.
This gave different types of information clearer destinations instead of requiring one page to explain the entire business.
Why was a single landing page not enough for Infomina AI?
A single landing page provided limited space for Infomina AI to explain its products, use cases, proof and wider enterprise AI proposition.
It also gave search engines very little content to understand and index.
Expanding the website created dedicated destinations for deeper product information and future search-led content.
How does website design support SEO?
Website design supports SEO when its architecture gives important products, services and topics clear pages that search engines can crawl, understand and evaluate.
Search visibility can be limited when too much information is compressed into one page or when important content lacks a clear place within the site.
Information architecture, internal navigation and page structure therefore influence both user experience and organic discoverability.
Can B2B website design improve organic search visibility?
B2B website design can create a stronger foundation for organic visibility by giving search engines more structured, relevant and accessible content to discover.
After Infomina AI's website foundation was established, organic search accounted for 51.8% of new users during the measured period.
Search performance still depends on factors beyond UI/UX, including content depth, authority, technical SEO and search demand.
How do you design a website for a complex B2B product?
A complex B2B website should break the buying journey into manageable layers of information rather than trying to explain everything at once.
- Clear company positioning
- Dedicated product or service pages
- Solution and use-case context
- Intuitive navigation
- Supporting proof and success stories
- Useful insights and educational content
- Clear next actions
The structure should help visitors move progressively from understanding to evaluation.
What should a B2B technology website include?
A B2B technology website should clearly explain what the company offers, who it is relevant to, how its products work and why buyers should trust it.
- Clear value proposition
- Product or service pages
- Solutions or industry applications
- Technical or product information
- Customer evidence
- Success stories
- Insights
- Clear conversion paths
The exact structure depends on the complexity of the business and the information buyers need before taking action.
How do you measure whether a website redesign is working?
Website performance should be measured through behaviour and commercial outcomes, not visual quality alone.
- Active users
- Traffic acquisition
- Organic search visibility
- Pages viewed per session
- Engagement time
- Priority-page behaviour
- Conversion actions
- Qualified enquiries
For Infomina AI, the rebuilt website established measurable user activity from a zero baseline, with 221 active users, a three-minute average session duration and 1.84 views per session during the reported period.
Does Foxar provide B2B website design and UI/UX?
Yes. Foxar designs B2B marketing websites and digital experiences around how buyers discover, understand, evaluate and act.
Our Digital Experience work can include search-led information architecture, website UI/UX, service and solution pages, landing pages, conversion paths and lead-capture journeys.
We focus specifically on marketing and buyer-facing digital experiences rather than mobile apps or complex software-product UX.
Explore Digital Experience →
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