Edmonton Content Strategy: Content Strategy and UX

Couldn’t make it out to this event? No problem! We’ve summarized all of the main takeaways right here!

Last night two of our in-house experts, Shereen Zink and Tiffany Chin gave a full rundown of how KEEN improved the content strategy and UX of one of our clients websites.

We had such a blast hosting the group in the KEEN backyard! Between the awesome drinks and eats and the knowledge Shereen and Tiffany dropped, we’re calling this event one for the books.

We’ve outlined some of the key takeaways of our presentation for you all below!

Getting Started

So imagine you have a website that just isn’t working out. You’re not sure what exactly isn’t performing but you know that you need a change. Where should you start? AUDITS.

Web audits can have a number of components, but for this particular presentation we focused on these three types of audits:

  1. Site structure audits
  2. Content audit
  3. UX Task Flow Audit

Realistically, what you should audit will change from website to website, but audits are a great starting point for establishing the need and a direction for a new website.

Site Structure

Once you know that you need a new website and you know exactly what is and isn’t working, you can begin working on your site structure. This is where you’ll be looking at the organization of your sitemap! This process will differ based on the industry and offering of the website, but there are some industry best practices that hold true for all websites:

  1. Keep navigation clear and concise.
  2. Build with user-focused site architecture.
  3. Make sure users know where they are in the site at all times.


Once you’ve built your site map and figured out your structure, you get to move on to filling it out with content! When writing content for a website there are a couple of things that should be considered every time:

  1. The content hierarchy of how users look for and process information.
  2. Keeping all content relevant.
  3. Making sure everything is scannable with clear headings and concise copy.

If you are building a site but aren’t writing the copy for it, there are a couple workarounds. We highly recommend if a website’s copy isn’t being written by a professional that accessible tips for writing are provided to whomever is taking on the task.

Task Flow

The final thing we talked about in our presentation is the task flow. What steps are required for your audience to complete a goal on your website? Again, there are a number of things that contribute to task flow, but these are a few of the things we focused on to improve the task flow of our client’s website:

  1. Use internal linking to improve user flow.
  2. Added call-to-actions to indicate what users should do.
  3. Minimize and simplify steps required in tasks.

Did you attend our presentation? Or have you been to YEG Content Strategy events in the past? Post a comment below, or send us a message and let us know!


Photo credit to Allison Harrison ()! Thanks for capturing our weirdo spirit!


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