Content principles

Rules to follow when designing content, how we manage and publish content, accessibility.

These principles outline how we:

  • manage web content
  • publish web content
  • work with services to ensure web content is accurate and adheres to user needs
  • ensure web content is user-friendly and adheres to the accessibility standard
  • protect personal data

Who owns the content

The digital team own the content on the website.

Different departments own the accuracy of the information. 

Information that is owned and managed by others

We do not publish content owned and managed by others.

By repeating information that is not owned by the council, we risk the content becoming out of date quickly. If the information is owned and maintained elsewhere, we should be signposting to the main source of information, not repeating the content.

We will only signpost to to central, regional or government agencies or approved organisations.

User centred design

We design content based on user centred design principles. 

This means that we will:

  • ensure brand guidelines are followed
  • always use plain English to clearly explain information
  • only use technical terms if absolutely needed and ensure where they are used that they are appropriate to the audience
  • design content around specific user needs

Accessibility

All content must meet accessibility standards.

For example:

  • writing alt texts for images
  • avoiding using jargon and unexplained acronyms
  • structuring content with headings styles
  • creating online forms with clear labels and instructions
  • avoiding having guidance and information in PDFs

Images and videos should be used sparingly. They should only be used if it adds to the user understanding the content.

WCAG

The Web Content Accessibility Guidelines (known as WCAG) are an internationally recognised set of recommendations for improving web accessibility.

This site is built to WCAG 2.2 AA standards.

Understanding WCAG 2.2 – GOV.UK

WCAG in plain English – Aaardvark Accessibility

You can also read our accessibility statement.

Reviewing and deleting content

Webpages are given regular review dates. Usually this is once year but sometimes it will be less is there a specific date mentioned on the page, for example:

  • a closing date for an application
  • the expiry date of a strategy document

When pages expire, an email is automatically sent to the subject matter expert associated with that page.

They will be asked to review the content and let us know if the page is:

  • OK and nothing needs changing
  • OK but some changes are required
  • out of date and can be removed

User data and feedback

When we review content we will look at:

  • any relevant user feedback
  • any relevant heatmaps or data from MS Clarity
  • site analytics for each page, showing how people are interacting with the content

Requesting new content or content changes

To request a new piece of content, or a change to an existing piece of content, go to make a request.

Optimum content types and formats

We will assess any new content requests and decide what content type is most appropriate.

This includes creating accessible versions of downloadable documents.