Content Design

This CPD-certified course is for people who have some experience in writing for the web but would like a complete grounding in producing user-centred, evidence-based content.For an explanation about content design, please see Sarah Richards’ content design vs editorial blog post.

By the end of this 2-day course you will:

  • be able to write in a way that works with how humans read – the most efficient way of getting your message across
  • know how to find and use the vocabulary your audience uses
  • have different methods of creating very targeted, user-focused content
  • be up to date with the latest research on digital user-behaviour
  • know how to have tricky conversations with data (perfect for getting sign-off)
  • have techniques to work collaboratively with others

 Day one

  • Why call it content design – difference in formats, difference in skills
  • Content discovery: what it is and how to use it to make informed, user-centred content decisions
  • Find your audience’s vocabulary and mental models
  • User journey mapping
  • User needs: writing user stories and job stories – the difference between them and which to use
  • Structuring your page

Day two

  • Reading psychology
  • Peer review and pair writing – why do it and how it can stop arguments with lawyers/marketing/people with sign-off 
  • Content crits: why have one and we’ll run one
  • Define success – what are you actually measuring and why? Where to get meaningful metrics that can help you make content decisions
  • Conversations with stakeholders using data
  • Dealing with legal.


Next open courses


01st and 02nd May 2018
Book Tickets for Manchester

09th and 10th May 2018
Book Tickets for London

20th and 21st June 2018
Book Tickets for London



What our customers say
  • “The course really met my needs. I found it motivating; I learnt from and enjoyed the pratical exercises; I felt reassured that my team are approaching content in the right way, and I questioned some of the things we do. Sarah’s style of delivery was accessible and approachable and made the course very enjoyable.”
    Ali StraekerRed Cross
  • “Sarah’s one of the best in the business." “Sarah truly believes we can improve lives with good web services, and her passion is infectious. You can’t leave her sessions and not feel like you can and must change the way things work. She’s certainly inspired me!”
    Persis HoweContent Community Manager, Government Digital Service