How we plan for content

Last updated: 22 September 2025

Our process is based on our content principles.

Content should be created when there is a real need for it. It should have value and relate to queries made repeatedly by customers.

Planning for content

Before creating content, we will ask ourselves:

• Is there a statutory requirement to publish the information?
• Is the content original? If it exists elsewhere, we can link to it
• Who’s going to read it? Is the audience large enough to justify publishing the information? Are they likely to access the information via the internet?
• What is the context? What is our user doing and how are they feeling?
• Does it meet the needs of the user as well as the council?
• What existing user journeys and content do we have? Is the answer already online but hard to find or need improving?
• What does our existing data tell us about the type of audience or subject matter?

User research

We may need to conduct some user research to understand the needs, preferences and behaviours of users before we agree on what content is needed and the best way to present it. This research will ensure content is designed with them in mind. It can highlight areas where users struggle, allowing us to simplify and streamline, reducing the need for support.

Forms of user research could include:

• data already held in the service
• analytics such as page views, time spent on page and search terms
• heatmaps and screen recordings
• existing user feedback
• surveys
• speaking with users and testing concepts with them
• observing users whilst using our website
• card sorts
• connecting with other local authorities to see what they do.