Content design We design content, so that it is easy to scan read, understand and absorb. Content we create meets WCAG 2.1 accessibility standards and is informed by the inclusive content design guidance detailed in Content Design London’s Readability Guidelines wiki. Our process We research user needs and figure out how best to present required information to your users. It could be detailed service content, interactional microcopy, an informational page – or an error message. Or, a tool, like a mortgage calculator.Next, we create a lo-fi prototype. This could simply be a Word document. Or it may be a clickable user journey flow created in Marvel, Miro, Figma or GitHub.We test this with your users, and iterate the content until it’s highly usable. Tools we use User language and SEO Answer the publicGoogle TrendsGoogle AnalyticsSocial researchTreejack User journey mapping and wireframing MarvelMiroFigmaTrello Content organisation and development Google docsGitHubGatherContentContentfulWordPressSitecoreAdobe Experience ManagerVarious CMS Main types of content Page content (informational) Long-form content, which can include: static content sharing details about a service or productinformationnews itemslegal, medical and financial advice. This all needs to be written in clear, inclusive language, and presented in the most user-centred, accessible way. Microcopy (interactional) Sometimes called UX microcopy, this is shorter content that helps steer a user through their online journey. It can include: step by step content for path to purchase, online booking or other transactionnavigation labelserror messageshelp tooltip contentnotificationstagscaptionsverbal signpostingcontextual data use explanation and GDPR consentbanner copyon-site cross-promotional copy. It’s also sometimes called services content, UX writing or UI copy. Articles and blog posts Long-form copy in a friendly, informative tone on a particular topic. Often includes how-to advice and reflects on learnings from case studies or research. Product descriptions Brief, user-centred explanatory and descriptive content for a product or service, often marketing and SEO-focused.