Changing the Story: Why Content Still Comes First

I’ve been in digital for longer than I’d like to admit—but it all started by accident.

Before UX, I managed a pub and worked as a freelance journalist, writing everything from theatre reviews to radio scripts. Writing was (and still is) a passion. Naturally, that led me from print journalism into online publishing, where I picked up SEO along the way.

My first digital role was at a lovely Bristol agency called Element78, writing blog content and managing social media. That’s also where I stumbled into UX—mainly because I kept being handed designs with no content! So I started creating content-first wireframes to make sure words and design worked together.

Even now, I still fight that same battle: making sure content is considered early in the process.

I work closely with content designers, brand, and marketing teams, and I often find myself explaining the difference between offline and online content. A great tagline might work on a poster, but it doesn’t always land the same way online—especially when it comes to accessibility and SEO.

Here’s a fact that’s often overlooked: the average UK reading age is around 9 to 11 years.

In industries like finance and insurance, where legally compliant copy is a must, clarity matters more than ever. But too often, we end up with jargon-heavy walls of text that confuse more than they clarify.

And let’s debunk this one while we’re at it: fewer clicks isn’t always better.

Sure, it’s great to get users to the right place quickly. But if that place is a single page overloaded with complex information, they’re more likely to give up than engage.

Don’t just count clicks. Focus on clarity. Write simply. Serve the right content at the right time.

If your content is easy to follow and part of a clear journey, your users will not only understand it—they’ll actually read it.