When Somerset became one council, we didn’t just merge services – we merged hundreds of pages of content.
Different formats, different standards, different voices. We needed one clear way forward. That is why we created our Content Strategy and Digital Content Playbook. This is the foundation for how we design, write and maintain content that actually works for our residents.
Why the Content Strategy matters
Our strategy sets out why content exists and how we create it:
- One website, one approach (no more multiple versions of the same page)
- Clear rules on what content belongs online
- Plain English and accessibility as standard
- A defined publishing workflow so quality stays high
- A proper review process to keep pages accurate and up to date
It stops duplication, reduces avoidable calls, and gives residents a smoother experience. It also helps services understand why content design matters.
What the Playbook adds
The Playbook is the ‘how‑to’ for teams. It translates strategy into everyday practice:
- How to write clearly
- How to structure content without FAQs
- When to merge, update or remove content
- How to stay accessible and consistent
- Real examples, checklists and guidance people can actually use
We are constantly updating it as we learn more and spot recurring problems.
Real improvements already happening
Thanks to the strategy and playbook, we have been able to:
- merge duplicated district content
- improve naming, navigation and clarity across major pathways (for example, the Local Offer)
- reduce confusion by fixing missing planning documents
- remove jargon and inaccessible PDFs
- support services with clearer, user‑focused content decisions
This isn’t theory – it is changing the way we work every day.
Final thought
Good content doesn’t just appear. It is shaped by clear standards, strong governance and practical tools that everyone follows.
The Content Strategy gives us direction.
The Playbook helps us deliver it.
Together, they are helping us build a website that is simpler, clearer and genuinely centred on Somerset residents.
