Content Design London

Communicating clearly 2

26 June 2020

By Sarah Richards

Content Design Content Process

This is the second post looking at communicating clearly about a certain worldwide health subject. First post, and the reason I am not mentioning the health term by name, is: Communicating clearly

By now, the new normal is being established. People are moving on. Needs are changing.

But some organisations are still panic publishing or not updating their content.

Things you can do now

Accept behaviour has changed and change with it. Carry on with all the things in Communicating clearly, like sentences, headings and accessibility but review what you have. What are your top priorities now? Has the language changed? What are the onward journeys? Unlikely it will all be the same as it was 3 weeks ago.

For example: see how citizens advice are publishing details of how traffic is changing for them

Google have set up a search hub so you can check language and trends:

UK

US

Times we search are changing.

According to a Wordstream post this topic is the first thing we look for in the morning and the last thing we look for at night. It also seems we are searching later too as we all stay up later. Take a look at your device use. Are people more likely to access your info on the phone? If you haven’t already, you might want to improve your top pages knowing that people may be more tired and on a small device.

Work on your journeys.

I’ve seen a lot of good communications get lost because the audience is being abandoned on a home page. Organisations are doing some great social media or emails. The tone, language and call to action are all good. Then you follow a link to a homepage that looks as it always did but with a banner that says ‘Our C-d news’ or similar. It’s like you have been cheated. You expect tailored, relevant information and you get ‘Work it out yourself. Bye!’ Make sure the page you link to is relevant. And note it’s hardly ever the homepage.

Clear calls to action and next steps.

Your content needs to engage people who are bored, distracted or tired (or all 3). They may well be coming to you after midnight. When they were up at 7am. Your headings should tell the story and any actions should be very clear. Keep an eye on how interactions are working on the page. If you don’t already have it, heat mapping can help.

Keep an eye on Google info

Google are publishing info that you might find useful:

Think with Google

Think with Google, 27th April

None of this would be new behaviour for a content designer. We know all this. This is what we do anyway. But you may be in an organisation that is still panic publishing. I hope the links I’ve included will help you with your conversations.


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