Content and conversational design

Helping UK public sector organisations reduce service demand through clearer, more accessible content.

Public sector content is often written for internal systems, not the people trying to use a service. Confusing language, inaccessible formats, and content that does not reflect how people actually search all increase demand on front-line services and reduce self-service rates.

Invuse provides content design and conversational design services for UK public sector organisations.

Content design means creating content that is structured around how people think and search, not how organisations are structured. Conversational design means creating content for artificial intelligence (AI) chatbots, voice interfaces and AI-assisted search tools, where users ask questions rather than browse pages.

All content is audited, restructured and rewritten around evidence from real users. Every change is tested before it goes live.

What’s included?

Step 1:

Scope and planning workshop

We start with a collaborative workshop to define the objectives and scope of your content transformation project. During this session, we identify key stakeholders, set clear goals, and outline the process ahead. This step is crucial as it ensures everyone is aligned from the outset, setting a strong foundation for a successful transformation. It also allows us to tailor our approach to your specific needs, ensuring that the final content aligns perfectly with your organisational goals.

Step 2:

Data and analytics review

We conduct a comprehensive review of your existing analytics and data to understand how users currently interact with your content. This analysis helps us identify which content is performing well, where users are dropping off, and what areas need improvement. By grounding our work in data, we ensure that the content transformation is driven by real insights, making it more likely to succeed in meeting user needs and business objectives.

Step 3:

Information architecture and sitemap analysis

We thoroughly evaluate your current Information Architecture (IA) and sitemap to understand how your content is organised and accessed by users. This analysis identifies any structural issues, such as content being buried too deeply or categories that are not intuitive. By improving your IA, we make your content more accessible and easier to navigate, enhancing the overall user experience.

Step 4:

Content audit, ROT analysis and accessibility review

We perform a detailed audit of your existing content, assessing it for relevance, accuracy, readability, and adherence to best practices, including WCAG standards. We assess content against ROT criteria (Redundant, Outdated, Trivial), readability standards and WCAG accessibility requirements and produce a prioritised action plan for what to remove, rewrite and restructure. This step is essential for ensuring that your content is streamlined, up-to-date, and fully aligned with user needs and organisational goals.

Step 5:

Proposed sitemap and content examples

Based on our analysis, we develop a proposed sitemap that restructures your content in a more logical and user-friendly way. Along with this, we provide examples of rewritten or newly created content, showcasing how the new structure and content style will work together. This proposal serves as a blueprint for the transformation, guiding the next steps and ensuring all stakeholders are on the same page.

Step 6:

Designing content for AI chatbots and automated services

As public sector organisations deploy AI chatbots and automated service tools, content needs to work in conversational formats, not just on web pages. We map how users phrase their questions and tasks, design question-and-answer content structures, and create content that performs accurately in AI-assisted search environments.

Step 7:

Content owner workshops

We engage content owners in workshops to review the proposed sitemap and content examples. This iterative process allows us to gather feedback, address concerns, and make necessary adjustments before moving forward. These workshops are crucial for securing buy-in from those who will manage the content, ensuring that the final product meets both user needs and organisational requirements.

Step 8:

End user testing

Usability testing is conducted with end users to validate the effectiveness of the service across all interaction points. By observing users as they navigate the service,whether online, in-person, or through other channel, we identify obstacles or frustrations and gather feedback on potential improvements. This iterative testing process helps refine the service design based on direct user input.

Step 9:

User testing (including assistive technologies)

We conduct thorough user testing to ensure that the new content works effectively for all users, including those who rely on assistive technologies. This testing is iterative, allowing us to identify and address any issues before finalising the content. By validating the content with real users, we ensure that it meets the highest standards of usability and accessibility, providing a seamless experience for all.

Step 10:

Content sign-off with owners

Once the content rewrite is complete, we present the final content to the content owners for review and approval. This step ensures that all stakeholders are satisfied with the rewritten content and that it meets the objectives set out at the beginning of the project. By securing this sign-off, we confirm that the content is ready to be published and that it fully aligns with your organisational goals.

Deliverables and benefits you’ll receive

Content strategy
A clear strategy for your content that sets out the goals, audiences, key messages and governance approach, aligned to your organisation's objectives.
Detailed content audit report
A thorough assessment of your existing content against ROT criteria (Redundant, Outdated, Trivial), readability standards and WCAG accessibility requirements, with a prioritised action plan for what to remove, rewrite and restructure.
Proposed sitemap and information architecture
A restructured sitemap that organises your content around how users think and search, rather than how your organisation is structured.
Rewritten and restructured content
New or revised content produced to plain English standards, tested for clarity and accessibility, and ready to publish.
Conversational design specifications
Intent mapping, question and answer content structures, and chatbot-ready content designed for use in AI chatbots, voice interfaces and AI-assisted search tools.
AI readiness report
An assessment of how your content performs in generative AI search tools such as ChatGPT and Perplexity, with recommendations for improving visibility and accuracy.
User testing results
Findings from testing with real users, confirming that the new content and structure is clear, navigable and meets user needs.