The Book

As someone who writes for the web

I want to learn what content design is, and how to start doing it

So that I can communicate in the most user-centred and efficient way for my audience

Between 2010 and 2014, Sarah and her team at the Government Digital Service invented the discipline of content design by applying new techniques to their work. In this book, Sarah explains what “content design” really means, and tells you how to put those techniques into your organisation and your web project.

This book is short, lively and practical. Using real-world examples and imagined examples, it takes the reader through the content design process one step at a time, explaining everything along the way.

What’s in the book

Foreword by Kristina Halvorson


Chapter 1: Why content matters

How content has changed recently, different types and what content design is.

Chapter 2: The science of reading

How we read, including eye fixation zones, memory and typography.

Chapter 3: Content discovery and research

Discovery is a technique to find out more about your audience, including how they speak and think, which channel they are on and what they need.

Chapter 4: User stories and job stories

There are 2 techniques for producing content in an agile environment. Both help you to produce really sharp, on-target copy. Whoever your audience is.

Chapter 5: Bringing your organisation with you

Most of us don’t work alone. If we want good content, our organisation needs to understand why we do what we do. This chapter is about managing tricky stakeholders.

Chapter 6: Designing content

Understanding how to display information the way the audience wants it at the time that they want it is the fastest way to successful content.

Chapter 7: Writing content

Learn how to correctly use headings, writing and punctuation, plain language, emotional language and images for usability and accessibility.

Chapter 8: Pair writing

This technique can help speed up content production and sign-off. Pair writing with peers and stakeholders can take you a long way to faster content production.

Chapter 9: Crits

A ‘crit’ is a nickname for a critique of work. It is to move the product forward, build teams and work on style guides. It is never about the person; it’s only about the work.

Chapter 10: Finished pages

Throughout the book, we have used an example of a fictional company so you can see all the advice and guidance in action. Here, you’ll see the finished content.

Buying Content Design by Sarah Richards

Option 1 – Buy from here

You can buy a copy straight from this site. Delivery is not as fast as Amazon Prime but if you are having problems with delivery in your country or you want a lovely black envelope shrouding your book, use this option (Price includes shipping – please select your location):  

Option 2 – buy on Amazon

If you are an Amazon Prime customer or just want to order through Amazon, you can do that: Content Design on (Is available in other countries on Amazon.)

Option 3 – get 20% off

As you know, we sell lots of books. This time, we’ve had a problem, which is annoying. However, as part of our bid to become more carbon neutral we don’t want to pulp those books.

Right now, we have a batch that have no design on the spine. Gah! But to reduce waste, we’re offering the books at a 20% discount. To make things interesting if you buy one of this batch do let us know what you would put on the spine to make someone who knows nothing about content design pick the book up? We would love to see your ideas on Twitter and tag us in.

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Brand Name
Sarah Richards
Product Name
Content Design
GBP 14
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Available in Stock