A content strategy as digital fertiliser
Like a garden, a website is a complex ecosystem that needs to be maintained and cared for, but the user doesn’t need to see that. They need to get to content that solves their problems and is beautiful, as quickly as possible.
A significant driver for this piece of work was the consolidation of the three previously separate garden websites into a single, unified web experience.
The previous, individual sites had created significant duplication of content and inhibited cross-promotion or natural navigation across the different garden locations.
Our content strategy aimed to encourage people to explore and learn, by creating a site structure that grouped the content for each garden under sections that spoke to user needs and wants.