Web content design and UX writing
Helping to bridge the gap between your business priorities and your customers.
In truth, however - and all too often - content gets pushed to the back of the line. But content comprises so much more than just a few descriptive words stitched together.
To paraphrase: words are free, it’s how you use them that may cost you (or make you money).
Simply put, your content is you. It’s your strategy. Your business. Your beliefs. Your personality. Your empathy. It’s how you talk to your customers about everything you have to offer, and the relationship you want to have with them. It’s your brand.
Customers are (still, so far) human, so have a human relationship with them.
AI can’t do that and maybe it never will.
Content is king . . . they say
Content design or UX writing is a crucially collaborative skill. If done well, it will ensure a visually appealing, user-friendly, targeted and consistently branded web site that establishes the character of your company.
The result? Positive engagement. Which leads to positive impact.
At the end of the day, the customer wants to know three things:
What is it?
Why do I need it?
How do I get it?
It’s a simple premise, but simplicity is rarely easy to produce. There are many individual and combined skills that I use to achieve this, but above all of these it’s your personality that will bring these together. It’s about understanding your customer. It’s about trigger words. It’s about pace and nuance.
It’s about showing, not telling - not just through images and charts, but through words.
What is content design?
Examples of work
I have consulted on and led content and digital transformation for over 25 years. From retail to government agencies and private enterprise, my experience of delivering success is deep. My more recent experience includes:
Thomson Reuters
Privileged to have supported centralised, “agency-style” digital and brand team for multi-channel web projects across all business units, comprising: financial and risk, legal, news and media, and tax and accounting.
Leading on key web projects for revenue, growth and retention strategies
Strengthening marketing messaging with clear, jargon-free, consistently branded Thomson Reuters messaging
Simplified and enhanced the Thomson Reuters digital landscape by targeting and incorporating “rogue” websites.
Refinitiv
Following the separation of Thomson Reuters financial business to Refinitiv, I was fortunate to be in a prime position to help drive the migration and brand delivery of this new global fintech brand to the market through all digital channels.
Leading on the content migration, optimisation and re-imagination of 300+ pages, taking care to mitigate damage existing brand and search equity
Successfully delivered both growth and retention through targeted marketing campaigns and customer-focussed stories, UX and UI
Helped establish a new corporate tone of voice and brand identity through language and visual storytelling.
LSEG
As Senior Digital Strategy Manager, I helped steer the LSEG (formerly London Stock Exchange Group) brand through a period of crucial digital transformation and consolidation, focussing on content design and development.
Acting as lead on: digital transformation of Refinitiv.com to LSEG.com; content migration and re-imagination of the LSEG.com digital landscape; and all marketing and brand awareness campaigns
Successfully launched LSEG’s new FX, Risk Intelligence, D&A, FTSE Russell and Post Trade sub-brands
Delivered collaborative, persona-driven growth and retention through digital strategies and tactics for all services and solutions.
Core skills and abilities
Stakeholder management
Leadership and team development
Digital strategy
Multi-channel and brand marketing
Search engine optimisation (SEO)
User research
Digital transformation and migration
Conversion rate optimisation (CRO)
User experience (UX / UI)
Target experience and account-based marketing (ABM)
A/B testing
Accessibility
Content design and storytelling (including tone of voice)
Data-driven insights and analysis
Taxonomies
Wire-framing
Localisation
“I apologise for such a long letter - I didn’t have time to write a short one.”