Information architecture (IA) is the practice of organizing and structuring content so people can find and understand it. On a website level, it's your sitemap, navigation, and page hierarchy. On a landing page level, it's how sections are ordered, how content is grouped, and how labels communicate what's inside each section.
IA problems are invisible to the people who create the page. You know where everything is because you put it there. Your visitors are encountering the structure for the first time, and if they can't figure out where to find pricing, testimonials, or product details within 5 seconds of looking, your IA has failed.
IA for landing pages
Landing pages have simpler IA than full websites — there's usually no navigation to worry about. But the section structure still matters enormously. Use descriptive section headers that tell visitors what's in each section (not clever ones that confuse). Group related information together. Follow conventions: pricing should look like pricing, testimonials should look like testimonials. Don't make people guess.
A specific IA mistake that kills landing pages: burying critical information. If your #1 objection is price and your pricing section requires three scrolls to reach, you've architecturally sabotaged your conversion rate. Move high-interest information closer to where visitors first look. Use anchor links or a sticky table of contents for long pages. The goal is zero hunting — every question should be answerable without effort.