Content management

The same principles that relate to creating copy for media release also apply to content displayed on a website. It should be concise, objective, punchy and scannable.

Our creative team can prepare digestible copy that contains your key messages in a format which visitors to your website can absorb quickly and easily.

Web content optimisation should incorporate the following five principles: .

1. Concise - Recent research has found that reading from computer screens is about 25% slower than reading from paper and a lot more demanding on the eye. As a rule-of-thumb, content which is intended to be read on paper should be reduced by approximately 50% for the web.

2. Punchy - You only have a few seconds to grab visitors’ attention before they click away. Information needs to be ordered correctly in terms of importance to the reader. We use journalistic style of copywriting in which key messages are communicated in the first paragraph.

3. Objective - Web surfers don’t have time for hyperbole or embellishment. They want the cold, hard facts served-up in a digestible format. Our independent view of your organisation enable us to prepare content which focuses on the attributes that matter most to your customers.

4. Scannable - Because it is so arduous to read text on computer screens and because the online experience seems to foster a degree of impatience, users tend not to read streams of text fully but scan keywords, sentences, and paragraphs of interest while skipping over those parts of the text they care less about. We will format your web content in a way that will complement scanning such as short paragraphs, headings/sub-headings, highlighted text and bullet points.

5. Accessible - Over 2 million people in the UK have a visual impairment. It is now mandatory that government websites comply with the minimum level of the www.Consortiums (W3C) Web Accessibility Initiative. We can implement the 14 guidelines whilst building the site to ensure that your website is universally accessible, legally compliant and able to display the W3C logo.