Introduction
Good digital content helps people get things done easily and quickly. If our content is confusing or hard to use, it can frustrate people and lead them to contact us for help.
Our objectives explain how we will make our content clearer, more useful, and easier to find—so customers can trust it, and we can save time and money.
What our Content Strategy will provide
Content that is useful and usable – No matter how useful our content is, if it is not presented in a usable way then it will not meet the needs of our customers. All content will focus on our customers so that they can achieve what they need efficiently, effectively and accurately.
Service content that is aligned and improved – A regular full site review will help us to identify similar and crossover pages. These will be rewritten to become one version. We will reduce, simplify, combine or remove content on the site where not needed. We will publish high quality content that is customer focused, accurate, useful, up to date and easy to understand. This should help to retain confidence in our information.
Trust built through consistency – Our Content Strategy will include clear voice and tone guidelines to control the way in which our content is written. If our content is presented using a clear single voice, even if it has been written by a range of different authors, it will encourage a higher level of trust from our customers.
Providing the best layout for our content – We will make the layout of page information clear and engaging using the best template available and our agreed house styles. New content templates will also be used to set out information steps and pathways. This will make complicated topics clearer, easier to navigate and understand for our customers.
Content will be as accessible as possible – We will make our website content accessible to all users, particularly those with disabilities. Compliance with web accessibility is an ongoing process. We will regularly monitor content accessibility using Silktide and enhance our content where needed. Making our content as accessible and inclusive as possible.
Reduce avoidable contact through other channels – Effectively enforcing this Content Strategy will reduce the time and costs involved in managing customers who are driven to contact us using other channels because they cannot find what they need. This strategy will ensure that content is produced and presented in a manner that will encourage channel shift where appropriate.
Support the delivery of efficient Contact Centre services – Give Advisors access to the right information in the right place at right time. We will keep Contact Centre colleagues informed of of key decisions made on site and any changes to structure.
Make sure all content editors get high-quality training – We will make sure all content creators and editors have access to plain English guidance and support. This will mean that we will all write content that is clear and customer-focused.
Adapt and improve the content using customer feedback – We will put the needs of our customers first by designing our content and navigation around them and act on feedback where we can. Feedback helps us to measure customer experience, monitor how we are doing and find out if we have the right information in the right place. There is an easy way for customers to let us know their comments and we will show where they have been acted on.
Measure performance for future development of content – We will use Silktide to identify areas of improvement after go-live and also act on areas of concern. This will inform us of customer needs, where we have things right and areas that need improvement.
Our overall objective is for better content that is easy to read, understand and find.
You can read more about our content standards, best practices and the templates we use here