The challenge

A content audit can go far beyond the basics. We recently worked with the MS Society to deliver an audit focussed on quality, engagement and accessibility as a part of their preparation work to deliver a website refresh. They wanted the audit to cover:

  • Accessibility assessment: evaluating the existing website content to identify any accessibility issues that could be addressed during the redesign.
  • Content quality: assessing the quality, relevance, and accuracy of the website’s content to enhance the overall user experience.
  • Optimisation opportunities: identifying areas where content could be improved or repurposed to better meet the needs of the MS Society’s audience.
  • Support redesign: providing actionable recommendations to support the ongoing website redesign process.

Our approach

A good content audit should be more than a simple inventory (though that’s where it starts), it must identify areas where engagement can be increased by assessing quality and ensuring resonance with audience goals.

Our process moves through the following steps:

Content Inventory – a comprehensive inventory of all existing web content for over 500 pages.

Accessibility assessment – a detailed review of the website’s content, against industry standard (WCAG 2.1) criteria to identify any potential accessibility barriers.

Content quality assessment – thorough evaluation of the existing content’s relevance, accuracy, and alignment with the MS Society’s mission, goals and user needs.

Our aim is not just to output an audit but to deliver actionable recommendations. We categorised the recommendations by severity and priority to guide the website redesign process effectively. High-priority accessibility issues were addressed immediately, whilst content quality improvements were integrated into the ongoing redesign efforts.

Client’s view:

Accessibility of our online content and experience is core to our values as a brand. So MC2’s thoughtful recommendation to bring an updated assessment into this project was a welcomed addition to the scope. The ultimate success was driven by the clearly defined, actionable insights my team could work through. This meant the audit was usable and impactful immediately as well as over the longterm of our digital transformation.

Chris Parker, Head of Digital & Content, MS Society

What our clients say

  • We Are MC2 helped us understand not only who our key audiences were, but what they wanted from us. Working with the whole MC2 team is a joy. They are professional, understood what we were trying to achieve immediately and worked collaboratively with us to achieve our desired outcome. I hope to work with them again very soon.

    Amy McCullough, Digital Lead, Royal College of Obstetricians and Gynaecologists

  • As usual We Are MC2 ran the workshops really effectively and we got excellent participant engagement and feedback. Perhaps more importantly they have helped us build a methodology which we can now use to tackle future challenges that would benefit from innovative use of technology.

    Said Dajani, Head of Digital, Diabetes UK

  • The team at MC2 have provided exceptional input into our digital transformation journey. They’ve challenged us, encouraged us to really stretch our thinking but also provided common sense and practical solutions. We are delighted to have them as true strategic partners.

    Paul Amadi, Executive Director of Fundraising & Engagement, MS Society

  • I wanted to work collaboratively with a strategist who has the right mix of experience, who has the ability to apply creative thinking to complex challenges and the know how to drive this thinking through to action. My experience of working with Alison and We Are MC2 is that they tick all these boxes and then some.

    Ben Butler, Head of Digital, Drinkaware

  • Not only were they a dream to work with they also produced a truly excellent piece of research which delivered everything we needed to plan ahead with confidence. And the research they produced lives on; we return to it time and time again as our knowledge of the virtual assistant and our users grows and develops.”

    Karina Brisby, Head of Digital, Versus Arthritis