My first experience of creating structure and content for the new website was for the roads section.
We had two workshops about this section. One was with Highway Network Management (which has several teams within it) and the other was with Highway Asset Management.
For customers, these teams do one overall thing: look after roads. So it’s not relevant to them that there are different teams, and teams within teams, some of which deal with traffic flow, others which deal with potholes. Instead, the customer journey needs to include the services offered by both these teams without breaking that journey into two parts.
Secondly, both these service areas are pretty keen on the word highway. It’s important to them – and it’s what they are all about. But, from a user perspective, we’re really talking about roads. Okay, so it’s actually roads, pavements and even some verges, but that’s getting complicated which is the opposite of where we want to be.
Keeping our content crystal clear is a priority – our current website was highly rated by the Plain English Campaign just this week. What I’ve noticed, is that you can always review content for the better. So let’s use the word roads, where roads makes more sense in the context.
We sourced the idea of guide pages from GOV.UK; the format is an overview or introduction page with related (numbered) pages that you can clearly see at the top. If it’s a process, you can go through them in numerical order, or you can click straight to the content that’s relevant to you. Here’s a snippet taken from GOV.UK:
There were two instances where I re-structured content into a guide page. One was a PDF about gritting and one was a page about abandoned vehicles that was so long I’m not sure anyone but me has reached the end of it. For both of these, I changed the content into the new guide page structure so they had a short intro and simple, associated pages.
In terms of making sure the content was in Plain English, turning the bottomless page into more manageable pieces of information was pretty straightforward as it was already written for a web audience.
Much more editing was required with the PDF, which raises yet another problem with PDFs – not only are they generally not very accessible – they tend to be created without that keen focus on a web audience. If they are serving no purpose and no-one is looking at them (over half of our PDFs currently get no views at all) – get rid of them. If they are important – consider changing them into web pages instead.
Make things better
If our content team had a tag-line, this could be it. T-shirts anyone?