We write content to engage the reader within the modern 5 second attention span.
We align content to user needs.
Whether you need to reach a new audience, speak in a consistent tone of voice or propel engagement our writing can take you there.
We are a team of professional web writers. We work to best practice Writing for the Web guidelines. ui3 applies UX design principles to content development, ensuring the content is right for the audience. The best online experiences come from good quality content.
We provide fast-track calibration of editorial style and tone to the audience needs, we audit content to identify gaps and prioritise key content for early focus and delivery. We work most effectively in collaboration. We have never missed a deadline.
Content audit – a clear view of the real status of the current site content, providing information for informed decision making on scope and prioritisation options, alongside metadata position and social media topic opportunities.
Audience profiles – we work with you to understand the audiences for your site and their needs and goals.
Benchmarking – we provide researched recommendations on best practice options in your industry. Bringing and informed set of options to consider based on user and business goals.
Information architecture – your audience needs drive the structure of your online content.
Content Modelling – from the audit we map the content types directly to aspects of the content management system (CMS).
Keyword research – each page of content we develop includes unique keywords threaded through the meta description, headings and summary texts. Our aim is for the highest organic search ranking.
Content editing – We develop and edit content to web writing principles that support online scan reading behaviours and acknowledge limited attention spans.
Content strategy – to ensure good quality content going forward, we work with you to prepare guidelines for ongoing content publication processes.
We have been developing and refining our approach since 2004. Our flexible methodology ensures transparent project costs.
We can assign specific expertise as needed across any project, NOT one person doing all tasks. We can provide specialists in information architecture, interaction design, controlled vocabulary, user testing and other content-related fields.
Our controlled approach ensures a consistent voice across all web pages in development.
Our methodology and team structure includes specific quality control steps and roles.
Our team works to your project management approach, including agile.
We have methodologies and expertise to scale up to ensure consistent editorial quality across large scale projects.
We do small projects too. If you have a sporadic need for professional writing support, it is easy to call on our team to step in and complete a page or three quickly. A Maintenance Agreement can give you ongoing easy access to your own professional edit team.
Sometimes when a site has been live for a few years and pages added along the way there can be a loss of consistency in the tone of voice across the site. Content starts to feel stale. Our light editing can refresh the tone of voice. We start by understanding the audience groups for the site and then defining a refreshed style and tone of voice according to the various audience types.
We then produce sample pages to calibrate the editorial approach. Simple AB Testing will help define the preferred voice. We then undertake a light edit of each page, writing the content to the refreshed ToV. It results in a refreshed communication with your website audience and will typically take between half to one hour per page, depending the amount of reworking and keyword research needed.
Minimise disruption and working with existing content is the foundation of our approach. For the large and sometimes daunting task of reviewing and revising content in alignment with a larger digital transformation, the ui3 team can bring a set of processes to ensure minimal disruption and a measured approach. From a refresh or light to medium edits of existing content to a platform to write pages from scratch if content sources are non-existent or disparate.
Audit – a content audit is a good first step in a larger content review and provides a simple way to make informed decisions. This is as simple as understanding what content in on the site, what is working and what is not. An audit can be structured to gather information points including metadata review and currency, we even have a process to capture qualitative quality assessments per page.
We work with the site owner to define the audit review criteria. For initial scoping we typically allow between 6 – 8 minutes per page, depending on the amount of review needed per page. Once the content audit is complete we can start to prioritise and scope the work ahead.
For the Better Health Channel (BHC) website, Services and Support gateway, ui3 delivered:
Common vocabulary collated from 8,000 linked sites with governance criteria for terms to be included defined, this work was undertaken by Olivia, a theoretical computer scientist
The UX team delivered:
user needs research for the IA
content audit
Refined IA and navigation structures
Interaction apps designed
The ui3 editorial team of 8 writers and a keyword research specialist delivered:
550 + pages written and researched, with readability ratings for each page
For the Better Health Channel (BHC) website, Services and Support gateway, ui3 delivered:
Common vocabulary collated from 8,000 linked sites with governance criteria for terms to be included defined, this work was undertaken by Olivia, a theoretical computer scientist
The UX team delivered:
user needs research for the IA
content audit
Refined IA and navigation structures
Interaction apps designed
The ui3 editorial team of 8 writers and a keyword research specialist delivered:
550 + pages written and researched, with readability ratings for each page
With over 80 million unique site visits per year, the Better Health Channel (BHC) is an internationally highly regarded health information website from for the Department of Health and Human Services (DHHS) in Victoria. The ui3 team produced a set of infographics to support good health messages.
The ui3 team included an information designer to formulate the key messages from data provided, working with a graphic designers.
With over 80 million unique site visits per year, the Better Health Channel (BHC) is an internationally highly regarded health information website from for the Department of Health and Human Services (DHHS) in Victoria. The ui3 team produced a set of infographics to support good health messages.
The ui3 team included an information designer to formulate the key messages from data provided, working with a graphic designers.
With over 80 million unique site visits per year, the Better Health Channel (BHC) is an internationally highly regarded health information website from for the Department of Health and Human Services (DHHS) in Victoria. The ui3 team produced a set of infographics to support good health messages.
The ui3 team included an information designer to formulate the key messages from data provided, working with a graphic designers.
With over 80 million unique site visits per year, the Better Health Channel (BHC) is an internationally highly regarded health information website from for the Department of Health and Human Services (DHHS) in Victoria. The ui3 team produced a set of infographics to support good health messages.
The ui3 team included an information designer to formulate the key messages from data provided, working with a graphic designers.
clear, concise, useful content