Good content isn’t written – it’s designed

What content design really means

Content design starts long before words are written. It’s the process of understanding your users, identifying their needs, and designing content that meets those needs in the clearest, simplest way possible.

That means:

• Researching how people look for information and what they expect to find.
• Structuring pages to guide them quickly and confidently to answers.
• Using plain language that removes friction and builds trust.
• Testing and iterating based on real user feedback.

It’s deliberate. It’s evidence-based. And it’s part of design, not something that happens after it.

The problem with treating content as copy

When content is treated as “copy”, it becomes reactive. It fills gaps left by design or technical decisions. This often results in:

• Long, unfocused pages.
• Jargon-heavy text.
• Inconsistent tone and structure.
• Missed opportunities to communicate clearly.

This approach doesn’t just affect readability. It undermines accessibility, usability, and ultimately the user’s trust in your organisation.

A designed content experience, by contrast, starts with structure and purpose. It helps people do what they came to your site to do, without frustration or guesswork.

Designing for clarity and accessibility

Content design is also accessibility design. The same principles that support clarity; plain language, logical headings, descriptive links, make content more inclusive.

Accessible content helps:

• Users with assistive technologies navigate effectively.
• Non-expert audiences grasp complex information quickly.
• Everyone find what they need with less effort.

When clarity and accessibility are built in from the start, the end product is stronger for every user.

How we approach content design

At Path, we help organisations:

• Define content purpose and user needs before design begins.
• Audit and restructure existing content for clarity.
• Develop information architectures that make sense to real people.
• Create tone, language, and structure guidelines for long-term consistency.

The goal is always the same: to make complex information clear, usable, and meaningful.

Clear thinking, beautifully expressed

Good content doesn’t happen by chance. It’s the product of clear thinking, understanding the problem, asking the right questions, and designing with intent.

If you are planning a new website or reviewing existing content, we can help you take a content design approach that delivers clarity and impact. Start the conversation: hello@path.ie or call 01 6799212