These principles should guide all decisions about content. They are universally applicable to all of our online content and will guide decision-making to ensure our content is easy to use, intuitive and focussed on customer needs.
Making good content decisions means making sure that the content we are producing is as effective, efficient, consistent and measurable as it can be.
All of our content seeks to achieve something, and we’re clear from the start what user needs and organisational goals it serves.
Design content for the user – not the service
Good content design helps people to find what they need, complete their task and get on with their day. User needs are a key concept that content editors need to think about. They are the things users need from a product or service to get something done and as an editor if you don’t know what your user needs are you won’t build the right content
Use evidence to make decisions
By ensuring we use data analytics, user feedback and research to create our content, we can ensure we are shaping content and user journeys around what users want. Rather than bending them to a system we’ve created.
Using data and feedback to continually improve and adapt our content ensures that we evolve to users changing needs.
Keep content simple
We should be creating content that is concise, accessible and written in Plain English, with a reading level of a 9-11 year old.
Making something simple can be difficult, but this is what we should be doing. Although it can be harder work and involves more time internally to make sure it is easy to understand, this is the right thing to do.
Be consistent
Our teams and services often communicate differently and use specialised language. This can cause users to stop and think rather than complete an action instinctively. We should use the same language and the same design patterns wherever possible. This helps people get familiar with our services, but when this isn’t possible we should make sure our approach is consistent.
By utilising this content framework and content templates editors will be able to create consistent, quality content. Users will find content easy to understand and confidently navigate to their information/task.
Do less
Less is more – too much information can distract from finding what’s important.
Information should exist in a single place. Duplicating content is inefficient, confusing and causes conflicts with search engines such as Google. It’s also harder to maintain. If the information already exists on trusted sources or content pages, e.g. news, then link to this instead of creating multiple versions.
Condense information to fit on one web page with headings for new subject areas. Understand that users want to find the information they need and move on. Don’t bury buttons or main points at the bottom of the page.
Build with accessibility in mind
Accessible design is good design. Everything we build should be as inclusive, legible and readable as possible. If we have to sacrifice elegance - so be it.
- We’re building for needs, not audiences.
- We’re designing for the whole county, not just the ones who are used to using the web.
- The people who most need our services are often the people who find them hardest to use
- It’s a legal requirement
Let’s think about these people from the start.
Further information about how to make website content accessible is available in the Accessibility and Content guidelines pages of this framework.
Iterate
The best way to build good services is to start small and iterate.
Release first-go content early, test with actual users, then iterate live content by adding features, deleting things that don't work and making refinements based on feedback.
Iteration reduces risk. It makes big failures unlikely and turns small failures into lessons. If something isn't working, don't be afraid to scrap it and start again.
Understand context
Context refers to the circumstances, background, and environment in which content is created, delivered, and consumed.
Understanding context is crucial in digital content because it ensures that messages are relevant, clear, and engaging for the intended audience.
When content aligns with the user's environment, needs, and expectations—such as their location, platform, or cultural background—it becomes more meaningful and effective.
Without context, even well-crafted content can feel disconnected, leading to confusion, low engagement, or missed opportunities.
Types of Context:
- User context: demographics, preferences, intent
- Platform context: social media, email, website, app
- Situational context: time, location, current events
- Cultural context: language, norms, values
Applying context in content strategy means designing and delivering content that aligns with the specific needs, behaviours, and environments of your audience.
This involves segmenting users based on data insights, tailoring messages to suit different platforms, and adapting content in real time based on feedback and analytics. It also includes being culturally sensitive and localising content to ensure it resonates across diverse audiences.
Artificial intelligence
Using artificial intelligence (AI) can help editors work smarter and make better content. By using AI tools content editors can produce tailored experiences that respond to user behaviour, preferences, and context in real time.
Editors must ensure that AI-generated content matches with our brand voice, tone, and content standards. Editors must check facts and information to ensure it is correct and up to date. While AI can enhance productivity, it shouldn't replace our own ideas and creativity, which are important for making meaningful and trustworthy content.