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

  1. 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.
  2. 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.
  3. We test this with your users, and iterate the content until it’s highly usable.

Tools we use

User language and SEO

  • Answer the public
  • Google Trends
  • Google Analytics
  • Social research
  • Treejack

User journey mapping and wireframing

  • Marvel
  • Miro
  • Figma
  • Trello

Content organisation and development

  • Google docs
  • GitHub
  • GatherContent
  • Contentful
  • WordPress
  • Sitecore
  • Adobe Experience Manager
  • Various CMS

Main types of content

Page content (informational)

Long-form content, which can include:

  • static content sharing details about a service or product
  • information
  • news items
  • legal, 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 transaction
  • navigation labels
  • error messages
  • help tooltip content
  • notifications
  • tags
  • captions
  • verbal signposting
  • contextual data use explanation and GDPR consent
  • banner copy
  • on-site cross-promotional copy.

It may also be called service 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.