Content design: what it is, why it matters, and how we do it at Nexer

When people think of content, they often picture words on a page, or a webpage. But crafting great content is about so much more than that. It’s about creating the right information, in the right format, and placing it where people need it most. 

At Nexer, content design is central to how we build accessible, human-centred experiences. Our content designers don’t just “write content”. We uncover people’s needs through research, and then shape content that meets those needs clearly, accessibly, and with care. 

What is content design? 

Content design is a strategic approach to creating content that works for real people. It’s not just about tone or grammar (though those matter too). It’s about understanding what people are trying to do and making sure the content helps them do it seamlessly. 

That means: 

• starting with evidence 

• working closely with users and stakeholders 

• designing every word intentionally 

• measuring what works 

Research-led, always 

We begin every content project with evidence. We use desk research, such as websites, forums, analytics and SEO tools, and we work alongside user researchers to understand usability and accessibility insights. This gives us a clear view of your users' goals, behaviours, and any barriers they face.  

From there, we assess the content that already exists within your organisation. Is it working? Is it meeting its purpose? If not, we look at whether any content needs to be removed, updated, or improved. We then test it to see what makes a difference. 

It’s about more than just words 

Whether we’re designing a button label or a detailed service guide, we think carefully about structure and language. Good content should feel effortless for your users to read and act on. 

We consider: 

• the right tone of voice for your organisation 
• language that reflects how people search and speak 
• clarity, consistency and accessibility 
• trauma-informed approaches for sensitive subjects 
• how information is sequenced across pages and journeys, to support understanding and reduce cognitive load 

Using language that includes everyone 

Inclusive language is a core part of how we design content. It helps us create experiences that are respectful, welcoming and accessible to everyone. 

At Nexer, we’ve developed our own internal inclusive language guide through close collaboration between our content and accessibility team. It’s shaped by the lived experiences of our team and community, grounded in research, and regularly updated as language evolves. 

The guide helps our clients and colleagues write in ways that: 

• avoid bias and assumptions 
• support people with different access needs 
• reflect real, respectful representations of identity and experience 

 Inclusive content isn’t just a nice-to-have. It’s essential to making services accessible and  equitable for everyone. 

Thinking beyond the page 

And of course, content doesn’t exist in isolation. We look at the full user journey to make sure content appears where it’s most useful, not hidden deep within a site or lost in a PDF. 

That includes accounting for content beyond the screen. Some won’t be accessing your content digitally, so we consider offline formats as part of the process too. 

Designing collaboratively  

We work closely with our clients throughout every stage of a project.

That includes: 

• aligning content with their business goals 
• working with their subject experts to get the facts right 
• running content crits — collaborative sessions that help refine and improve content as it’s developed 

Bringing people together 

A strong content strategy connects what people need with what your organisation wants to achieve. Working alongside your team and ours, we’ll help you find those shared needs and build a plan to meet them with purposeful, measurable content. 
 
To discuss how we can help your organisation with content design, get in touch with us at: hello@nexerdigital.com