Tone of voice
Transport for London
QCA: Content audit
How QCA put teachers first
Challenge
Challenge
The national curriculum was experiencing itsbiggest overhaul since its introduction 20 years earlier. Teachers were turningto the Qualifications and Curriculum Authority (QCA) website for advice andreassurance.
While full of useful information, the websitecontained too much policy-speak and not enough of the quickfire advice andinspiration teachers were looking for. It needed a fresh approach guided by theneeds of its busy, pressured users.
Our response
Our response
We began with a readability audit, asking questions like:
- would a chart or image say this better than words?
- would a case study be more persuasive than theseimpersonal guidelines?
The findings guided our editors as they pruned andpolished the content.
Our audit questions formed a checklist for futurecontributions to the site. We trained content planners and providers to thinkaudience, by considering:
- why and how do teachers visit the site?
- what tone do they respond best to?
- how can we best make use of the time they have?
- have we anticipated their next question?
- what do we want them to do next?
Result
Result
Our editors left the site totally focused on helpingteachers do their jobs, with:
- a warmer, more inclusive tone
- practical, focused assistance for teachers
- plain, jargon-free language.
Finally, we ran workshops for QCA staff, to help maintainthe site’s new high standards as it continued to grow.
related case studies
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Content migration / site managementDfE
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