How to Design Content Inherently

Ansı Rona-Bayıldıran
3 min readJul 24, 2022

Working with web designers, I am uncomfortable to see that they see web design as nothing more than graphical design in terms of liking and technology in terms of findability. In all this illusion, the content remains weak and inadequate. Because of that, product owners fall into a trap and resort to strange ways to increase the domain authority score.

I will tell you another perspective; easy and authentic.

As a person who leads various touchpoints in my career, I can confidently tell that content is the only element that builds a relationship with the user.

Whether you meet with the user in a physical shop or via a website, content in several forms defines the quality of that touch. In a physical shop, your content is the layout, signage, screens, invoice, package, seats, lights, and your salespeople (what they tell and ask). In a digital platform, your content includes images, videos, texts, illustrations, call-to-action buttons, pop-ups, error messages, FAQs, chat boxes, surveys and forms, etc.

When making a business plan for a big company’s digital transformation program or a fresh start-up while doing user research activities and product development, an essential element is often forgotten; content. Many product owners think it is better to create content and place it here and there after everything is ready. Let’s imagine that you bought a house: before settling in your new home, you determine what furniture you want, and if you have some inherited pieces, you even consider renewing interior design accordingly. Similarly, while renting a house — even if it is a temporary settlement — when your sofa does not fit well into the space, it will make you uncomfortable, and a peculiarity will prevail. Digital/physical design with unplanned content also causes inconvenience and misalignment.

Thousands of monies are spent on web design to reach more visitors and attract new users. We know how important organic search is in users’ content searches. Simple SEO plugins help us optimise content as the Google algorithm expects to boost organic search performance. But it’s not enough.

Service Design helps you coordinate content strategy to fulfil the requirements of bonding communication with users.

It was 2010 when I realised the symbiotic relationship between content and user journey. I was responsible for…

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Ansı Rona-Bayıldıran

Startup Coach | Growth strategist unifying service design, data and consumer behaviour to build loved products, mum of 3, Stoic, Londoner— in Omnia Paratus