Much appreciated (since I am an information architect) :) To do this yourself, find your target audience (some of them in this thread), and call them on Skype.

Much appreciated (since I am an information architect) :) To do this yourself, find your target audience (some of them in this thread), and call them on Skype. Put a screensharing app. Have them go over your site and speak-out-loud, focusing on what the info is that they want to find. Don't talk a lot yourself, the only words you should be saying are "why do you say that" and "what are you thinking/looking for now?". Make HEAPS of notes. Then have them go over your competitors sites. Make HEAPS of notes. After each call (don't wait, don't go for lunch) immediately have a long discussion with your team. Make a long list of things they are trying to answer. Do this with 2, 3 people in your target audience (then send them an Amazon gift certificate of 100$), and you should have enough information to make this work. Better than hiring a consultant :)