For projects that involve large quantities of historical content we are able to provide an in-depth content audit. Typically we start by scanning the whole website to create comprehensive data on all URLs, title tags, alt tags, image URLs and style sheets. By combining this information with analytics data we are able to reveal which content is used regularly or otherwise. Typically we follow up with a manual inspection to confirm ROT (redundant, outdated and trivial content).
After gathering information on your content, we work with our clients to analyse its strengths, weaknesses, and develop an overall content migration strategy. For smaller sites we prefer to transfer content manually. For websites containing very large amounts of content we use a combination of bespoke scripts and content migration tools. Our content migration process is designed to validate and improve content:
- Exclude ROT and duplicate content
- File types can be converted for optimisation
- Preserve meta data
- Remove redundant formatting
- Where possible maintain URL structure
Tone of voice
Having a distinct tone of voice expresses the unique personality and values of your organisation. We can help to refine your tone of voice through existing content review, workshops and a variety of value based exercises. Once a consistent writing style has been established we can provide a ‘Tone of voice guide’, designed to be a useful reference and training tool.
Copywriting for the web
We help clients become more effective in producing content. Online content requires a different writing style to print, so requires different emphasis of skills and clarity. Our content process workshops focus on:
- Writing content within the context of a user journey
- Keeping content succinct
- SEO considerations, key words and phrases
- Links / calls to action
- Governance / Who is responsible
Deliverables from these workshops include documentation and samples to work from.