Content Strategy
What to say, and in what order.
We shape what a site says and how it’s organized — audiences, structure, and what lives where — before anyone writes a word.
Overview
Most website problems get described as writing problems. The copy is flabby, the about page is vague, nobody can find the thing they came for. Usually the writing isn’t the problem — the structure underneath it is. If the page is aimed at three audiences at once, or the thing a visitor came to do is four clicks down, no amount of rewriting will fix it.
So we start earlier. Who is this for, what did they come to do, and what does the site have to tell them before they can do it? Out of that comes the architecture — what lives where, what each page is responsible for, and what gets cut. Then the writing has something to be right about.
We build it to be maintained, too. A structure only your consultant understands stops being true about six months after they leave, so the deliverable includes the reasoning, not just the sitemap — and an accessibility standard your team can actually hold to, with alt text, captions, and transcripts treated as part of the content rather than a cleanup pass.
What this looks like in practice
— Audience definition, and user personas where the audiences are genuinely different
— An audit of what you already have — what’s working, what’s redundant, what nobody reads
— Information architecture: the sitemap, and what each page is responsible for
— Page-level content outlines, so writers and designers know what goes where
— Wireframes where structure needs to be seen rather than described
— A voice and tone or style guide, depending on what you already have
— Sample content, to confirm we’re on the right track before the whole site gets written
— An accessibility checklist your team can keep using
When you need it
— You’re rebuilding the website and the design conversation has started without anyone deciding what the site is for
— Your site says everything about you and visitors still can’t find the one thing they came for
— You’ve grown, and the structure reflects the organization you were four years ago
— You have a lot of content and no system — nobody knows what exists, what’s current, or who owns it
FAQ
How is this different from copywriting?
Content strategy decides what a site needs to say and how it’s organized.
Copywriting is the words themselves.
We do both, and they’re often one project — but strategy comes first, because writing a page nobody should have to read is expensive in a way that’s hard to see until later.
Do we need this if we’re not redesigning the site?
Often, yes.
Content strategy is about what the site says and how it’s organized, which can be fixed without touching the design — and sometimes a clear structure makes it obvious that the redesign you were budgeting for isn’t the thing you need.
Isn’t this just a sitemap?
A sitemap is the output, not the work.
The work is figuring out who the site is for and what they came to do, then making the structure answer that. You can draw a sitemap in an afternoon; the reason it’s the right sitemap takes longer, and it’s the part your team needs when the next decision comes up.
What about non-written content, like imagery and video?
Content isn’t limited to the written word.
We collaborate with visual artists, designers, photographers, and videographers as needed, and we make sure anything you produce is accessible — alt text, closed captions, transcripts, or other alternatives, built in rather than added afterward.
Featured Work
“Rachel & Megan were able to translate our brand strategy into a smart, concise content strategy, providing us with much-needed clarity on the objectives and architecture for each webpage. They also designed a new approach to case studies, breaking down relatively complex information into a more accessible format that could be applied across a wide range of content.”
— james wu, owner, studio tomoFeatured Packages
Digital Communications Toolkit
Effective, concise, on-brand content is easier to create, update, and maintain — and saves your team time and money.
This package is designed to help get your content in order, and put systems in place to keep it in order. This can be a stand-alone effort, or in anticipation of a major website or brand overhaul.
Carve Out Your Place Online
Are struggling to reach your target audiences, stand out from your peers, or get your message across in a way that feels authentic to you?
This package is designed to help individuals and small businesses tighten their content and messaging in order to carve out their place online.
Let’s talk.
Find out if we are the right communications experts for your needs.