CASE STUDY
Working with NHS Oxleas to create content at scale
- Developed a standardised content structure for rollout across all Oxleas NHS Foundation Trust service pages.
- Coordinated data retrieval from dozens of teams across the Trust to ensure the accuracy of information on the service pages.
- Created new copy for hundreds of unique service pages, ensuring all content emphasised ease of reading and was accessible to all users.
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Between March and December 2022, Big Star provided essential copywriting services to the Oxleas NHS Foundation Trust, helping to facilitate a major overhaul of its website. Responsible for creating copy for several hundred of the Trust’s services, the Big Star team collaborated with the organisation’s Head of Communications, Lisa Tan, to implement a comprehensive content review and delivery process. The process enabled us to work quickly and strategically through all existing website content, extracting information as we went while also identifying missing data that would need to be independently researched or acquired from the relevant service team.
Improving the user experience with a standardised content structure
One of the Oxleas Trust’s biggest issues was a lack of standardisation across service pages. Information about services was uneven, often missing, or inaccurate and outdated. This resulted in frustrated service users and a considerable strain on the Trust’s other communication channels, which had to field enquiries that the website could easily resolve if the correct information were available.
With this in mind, the first step in the Big Star process was creating a well-defined content structure that we could apply across all Oxleas Trust service pages. While encompassing all available information, it also needed to be intuitive and easy to use.
Coordinating and collaborating with diverse stakeholders
Having established a standardised content structure, the Big Star team began collecting and collating the required data. While some of this was available on previous versions of the service pages, Big Star had to source much of it from a wide range of stakeholders, most notably the teams responsible for providing each service. In all cases, the accuracy of the information had to be verified before it could be used.
The sheer number of services covered required the Big Star team to coordinate with dozens of teams across the Oxleas NHS Trust. In each case, it was necessary to extract the information as efficiently as possible, so clear communication was essential.
Writing for ease-of-reading and accessibility
Clear communication was also a crucial consideration when writing the new service page copy. One of the most important aspects of the brief was the stipulation that all content must be as accessible as possible to users. Users with varying needs and reading abilities use the site to find information on accessing services, referrals and contact details, and the copy must reflect and facilitate this. This posed challenges, as Big Star writers often had to translate and communicate complex medical terms into more immediately accessible language.
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