Giving content a purpose and a place

Websites accumulate decisions. A campaign gets its own section. A team needs a landing page. A useful report ends up somewhere nobody would think to look.

I examine how the pieces fit together and develop a content strategy and architecture grounded in audience needs and business priorities.

My work includes:

  • Content audits and recommendations on what to retain, improve, combine or retire.

  • Audience research, messaging and page purpose.

  • Information architecture, navigation and URL planning.

  • Taxonomy and metadata.

  • Content models, reusable page structures and templates.

  • Content requirements and migration planning.

Governance and content operations

A request can pass through several teams without anyone answering the question that matters most: should we make this?

I design ways of working that bring that assessment forward and clarify who commissions, reviews, publishes and maintains the content.

The process should make the next step easier to understand. If people need a meeting to interpret the workflow, there’s probably more work to do on the workflow.

My work includes:

  • Intake, assessment and request routing.

  • Roles, responsibilities and approval workflows.

  • Editorial standards, style and tone of voice.

  • Publishing and localisation readiness.

  • Content review, maintenance and retirement.

  • Guidance and training for content teams.

Discoverability and audience journeys

People and teams arrive with different levels of knowledge, different priorities and different decisions to make. The website needs to help them find their way through that.

I use audience, search and AI-answer research to inform content planning, working with search, analytics and development specialists to translate findings into page and journey recommendations.

My work includes:

  • Mapping audience questions and information needs.

  • Identifying content gaps and overlap.

  • Planning audience pages and connected journeys.

  • Improving headings, internal links and routes to relevant information.

  • Defining structured content and schema requirements.

  • Assessing how content addresses questions surfaced through search and AI tools.

Being found is part of the job. The answer still has to be useful when someone gets there.

Working together

We start with the problem, the decisions that need to be made and the constraints around the work.

I review the available content, research and performance evidence, agree priorities with the people involved and turn the recommendations into requirements, guidance and an implementation plan.

Sometimes the right response is a new structure. Sometimes it’s better content. Sometimes it’s giving someone the authority to retire a page that everyone agrees is out of date.

I take on consulting work and senior in-house roles. Both suit the kind of problem I like: complex content, several teams and something worth making clearer.

Have a content challenge or role in mind?

Don’t hesitate to tell me what you’re trying to change.

Get in touch