Twins Trust - Content auditing and content writing

5 Feb

Working with national charity Twins Trust to dig into their huge wealth of online content and understand how it can be improved for user experience and search optimisation.

The Scenario

Twins Trust are a charity supporting parents of multiples through providing support, information, working directly with hospitals and policy makers to improve the care of multiples, and providing practical support through webinars and discounts.

However, their website was a hive of duplicated content, vital information hidden behind complicated paywalls, and content that wasn’t optimised for usability or search. I helped them conduct an audit of the content that they have existing, and provided advice on how it could be improved.

The Process

I pulled a full audit of all of their pages off their website, and analysed how accessible, optimised or useful it was. I then worked directly with their website officer to train her in search engine optimisation and writing for the website.

I created a recommended sitemap, and wrote core pillar pages of content for them around sleep, feeding and education.

The Impact

The content is now more accessible and optimised, and the audit and advice also helped in the early stages of an argument for investment in the website and CRM system, which will soon be kicked off.