Content design

We design informational content to answer users’ needs. We meet WCAG 2.1 AA accessibility standards and are guided by usability research. Content we create can be comprehended, trusted and acted on in a wide range of user contexts. For example, when they:

  • are scan reading
  • have physical or cognitive accessibility challenges
  • have limited literacy or fluency
  • experience exclusion or vulnerability in society
  • are emotionally overwhelmed or tired
  • are multi-tasking

Our process πŸ’‘

  1. Research user needs and search terms.
  2. Think and sketch information presentation concept: content type and format. This could be a series of pages, a tool, steps – or simply an error message.
  3. Prototype: create a lo-fi interactive version. This could be linked Google documents, a design flow, CMS preview pages or HTML content.
  4. Test with users.
  5. Iterate and test the content, until it is highly usable.
  6. Maintain relevancy and accuracy of live content.

Research and tools πŸ”©

We use a range of research methods and SEO tools, to understand how users currently interact with your content, crucially their unmet needs – and how well the content we design meets those needs.

Content formats πŸ“„


  • service or product descriptions
  • case studies
  • news items, blog posts
  • feature articles
  • medical, legal and financial guidance
  • government service information
  • how-to content
  • policies and procedures
  • data analysis
  • reports, presentations
  • technical guidance
  • terms and conditions

Microcopy/UX writing

  • transactional
  • navigation labels
  • button, banner and cross-promo copy
  • form field labels
  • contextual help copy
  • error messages
  • notifications, alerts
  • SMS, email copy
  • media captions
  • image alt text
  • tags
  • back end data labels
  • contextual GDPR consent
  • social media copy
  • e-learning content
  • conversational design