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 it could be a tool, like a mortgage calculator.

Next, we create the content as a lo-fi prototype. This could simply be a Word document. Or it could be a clickable user journey flow created in Miro, Marvel, Figma or GitHub.

We test this with your users, iterate and supply it to you or can work within your systems.

Tools we use

User language and SEO

Answer the public
Google Trends
Google Analytics
Social research

User journey mapping and wireframing


Content development

Google docs
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’s also referred to as UX writing and UI copy.

Product descriptions

Brief, user-centred explanatory and descriptive content for a product or service, often marketing and SEO-focused.

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.