Making content web friendly

If you’ve got offline content – such as brochures, presentations, Word documents – that needs to be adapted to make it suitable for use in your website, we can rework it into a web-optimised form.

Or if you have a live website and parts of it have been copied and pasted from print-optimised material which doesn’t work very well on screen – we can help you repurpose it to make it more web friendly.


How we work

If you have a site structure and can identify a source document for every page or every content block, that’s a great start. If you’re not yet at that stage but just have a lot of source content that’s perhaps in a bit of a muddle, we can start with a content inventory and gap analysis to work out what you’ve already got and identify any additional material you’ll need.

Once the source material is in place we can start rewriting it into a web-friendly form, and editing it as we go. Same as in the editing process, we will:

  • Produce and adhere to an editorial style guide – this brings consistency to your content, especially if it’s been written by multiple authors who may have different writing styles.
  • Reformat content to make it web friendly – where appropriate, we’ll rewrite content in shorter sentences and shorter paragraphs, to make it scan-readable.
  • Write summaries – it’s a good idea to start each page with a summary of what the page is about, as this helps people and search engines alike to understand what each page is about so that they can quickly find whet they need.
  • Write metadata – we will write page titles, descriptions and other metadata to make your website for search engine friendly.
  • Write or rewrite link text – for usability, accessibility and SEO (search engine optimisation) the text of a link should indicate what the link points to, avoiding vague wording like “click here” or “view details”.
  • Split or merge content into a different set of pages – sometimes it’s advantageous to split long pages into shorter pages for ease of navigation and readability. Sometimes, it’s the opposite: it may be better to combine several short pages into one. We can advise.
  • Write alt text for images – for accessibility every image and non-text element needs a text equivalent, for the benefit of people who use assistive technology to read web pages (e.g. blind or partially sighted people using voice output devices). We can advise and write the text you need.

Once you’ve accepted a quote in principle, we’ll generally begin by doing an initial sample of work for you to review. Only once you’re satisfied with the initial sample will we start on the rest of the task. This method protects both parties against the risk of incurring a time cost for work that isn’t in line with expectations.


Related content

Content strategy
Content audit
Editorial style guide