Planning your content

When creating web content, you must always keep the customer experience in mind: what does it feel like to engage with this content for the first time?

If any links are broken or there are too many clicks to get to where a customer needs to go, their journey will be disrupted.  

Pages should be grouped together with the customer’s needs and thought process in mind. 

Consider whether:  

• your content can be found through search - what search terms would a customer use?
• how easy it is for customers to navigate through content to get to the information they require
• forms and payment pages are easy to find and use - is the call to action clear?
• links are up to date - are all links needed as part of the customer journey?

Concentrate on customer priorities

Focus on what people need to know, not what the organisation wants to say.

Start with the most important information, use plain English and answer common questions clearly and quickly.

Avoid unnecessary introductions or background detail.

Include any statutory content

If there is a legal or statutory requirement to include certain information, make sure it is included - but keep it as simple as possible.

Link to official sources where appropriate, and explain what the legal content means in practice.

Link to other sites if the information is not ours

If the information is published or managed by another organisation (such as the NHS, GOV.UK or a local partner), link directly to their page.

Do not duplicate content - it can become out of date and harder to manage.

Look at how other trusted sites present content

Before you create new content, check how similar topics are covered on our website and other council websites.

Being clear and consistent also helps ensure your content meets accessibility and usability standards.

Email us if the content is complex or detailed

If you are unsure how to present complex or sensitive information, get in touch with us to discuss a way forward.

We can help make the content clearer, more accessible and easier to maintain.

Email [email protected].

Last updated 23 July 2025