{"id":205,"slug":"ia-decision-matrix-by-business-shape","title":"Reference: which IA pattern to use, by business shape (decision matrix)","kind":"reference","scope":"business","status":"current","audiences":["kevin","claude-code","smb-owner","candid-team"],"topics":["agency-methodology","information-architecture"],"reference_body":"**The practical decision matrix from §7 of [[research-brief-ia-multi-vertical-service-business]].** Map the business shape to the IA pattern:\n\n| Condition | Recommended pattern | Rationale |\n|---|---|---|\n| 1 dominant vertical (>70% revenue) | **Unified message, single-vertical IA** | Fragmentation taxes the brand without serving most buyers |\n| 2-3 verticals, mostly shared services, small team | **Hub-and-spoke** — one page per vertical, shared-service blocks | Maintainable by 4-10-person team; SEO upside is real |\n| 4+ verticals, distinct vocabulary/regulations | **Per-vertical sections + shared services as separate nav node** | Pays the per-vertical content tax to win per-vertical search and trust |\n| 6+ verticals × 4+ services, dedicated marketing | **Industry × service matrix** (Dentons/Crowe pattern) | Enterprise tier; needs ongoing content investment |\n| Verticals share SKUs, differ only in use-case | **Product/service-led IA with vertical filters or tags** | Mirrors how customers actually search |\n| Multi-region + multi-vertical | **Region-first OR vertical-first, NOT both as top-level** | A 4×4 matrix in nav is unscannable; pick the dominant axis |\n| New site, single-message → multi-vertical migration | **Phase 1: vertical hub pages; Phase 2: spoke pages; Phase 3: shared service refactor** | Reduces migration risk and preserves SEO equity |\n| Buyer typically researches one vertical at a time | **Mega menu with industry as primary axis** | Surfaces the right entry without forcing self-identification fail |\n| Buyer typically researches by problem, not industry | **Service/problem-led nav, industries as content/proof** | Fastenal pattern — works when product/service is the lead |\n\n**For Boucher & Jones specifically** (regional Petro-Canada lubricant distributor, 4 dominant verticals, multi-region but Ontario-centric, advisory-led service): the recommended shape is **per-vertical sections + shared services as separate nav node** with industry as the primary axis. Implement as **hub-and-spoke** initially; promote to full matrix only if vertical-specific service depth grows. See [[bj-distributor-ia-recommendation]] for the specifics.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"url-structure-patterns-by-pattern","title":"Reference: 5 URL structure patterns for multi-vertical IA (A through E), with field-observed usage","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"fastenal-no-industries-ia-counter-example","title":"Fastenal: NO /industries/ IA at all — product+service-first nav. The steel-manned alternative.","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"dentons-find-your-team-matrix-pattern","title":"Dentons: explicit Industries × Practices matrix at /find-your-dentons-team/ — \"organized around your business agenda\"","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"bj-distributor-ia-recommendation","title":"Boucher & Jones IA recommendation: Pattern A + hub-and-spoke, NOT enterprise matrix","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"research-brief-ia-multi-vertical-service-business","title":"Research brief: Information architecture for service businesses with multiple verticals (piece 6 of 15)","kind":"reference","scope":"business","link_type":"relates-to"}]},"created_at":"2026-05-22T19:40:49.127Z","updated_at":"2026-05-22T19:40:49.127Z"}