Content design

We design clear, informational content, relevant for your users’ needs, accessible and optimised for search engines.

Content we’ve designed is currently live on over 20 national websites, including GWR, the University of Cambridge, GOV UK and British Red Cross. It’s trusted and used in a wide range of contexts – from legal advice to train ticket booking, health information to gallery opening times.

Readable content

Cake’s content meets WCAG 2.2 AA accessibility standards. It is:

• easy to scan
• accessible for people with physical and cognitive challenges
• comprehensible by users with lower literacy and fluency levels

Our consultants identify opportunities for visual and audio presentation of information, to support dyslexic and neurodiverse users. We make images and videos accessible for screen reading and text-to-speech software.

User need based and task focused

We organise content logically, grouping by site visitors’ needs, tasks and topics – reflecting user thinking, not organisational structures. This helps customers intuitively navigate to and find what they’re looking for.

Cake carries out user research and usability tests to understand how visitors currently interact with your content, discover their unmet needs, and check our design work

Our content design process

1. Research user needs, search terms and source material.
2. Think; then sketch a concept for presenting the information, including content type and format.
3. Pair write the content, including SEO keywords from our research, with a subject expert fact-checking.
4. Prototype: create a lo-fi interactive version. This could be a Figma or Marvel prototype, linked Google documents, or an HTML preview.
5. Test the design with users using the most appropriate methodology. Iterate the content, until it is highly usable.
6. Maintain relevancy and accuracy of live content with a regular review schedule.

Content types we design

Long-form ✐

• static informational pages, chaptered guide
• news items, blog posts, feature articles, case studies
• medical, legal and financial guidance
• policies and procedures
• technical guidance, service manuals
• terms and conditions

Mid-length ✐

• service or product information
• how-to, step by step content
• e-learning content

Labels, microcopy and UX writing ✐

• user interactional copy
• transactional copy
• navigation labels, button and inline link copy
• form field labels
• contextual help copy, contextual GDPR consent
• error messages, notifications, alerts
• media captions, image alt text
• metadata, tags