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Content Design London

Content Design

Founded by Sarah Winters, we have over a decade of experience pioneering best practice.

Working across sectors, we transform content to meet the needs of the organisation and to better server users.

We take an evidence-based approach to guide organisations on how to create, publish and manage content.


  • Develop content strategy to set the direction of future content
  • Provide beginner, intermediate and advanced content design training
  • Run content sprints to solve a specific problem
  • Content designers with government and public sector experience
  • Make content accessible and meet WCAG 2.1 level AA guidelines
  • Understand your situation, your team, your content issues
  • Develop journey maps, user and business needs, workflow and governance
  • Supply content strategists and content designers with government experience
  • Run workshops to find the right way to approach projects
  • Embed content strategy into your organisation


  • Create clear content that’s easy to understand for all users
  • Reach a wider audience including those with accessibility needs
  • Meet WCAG 2.1 level AA guidelines for accessible content
  • Our content design courses are CPD accredited
  • Develop content design skills within your team
  • Embed content strategy into your organisation
  • Keep content up-to-date and accurate
  • Make creating content more efficient to reduce time and money
  • Improve engagement and help your users achieve their goals
  • Learn from Sarah Winters


£500.00 to £2,500.00 a person a day

  • Education pricing available

Service documents

Request an accessible format
If you use assistive technology (such as a screen reader) and need versions of these documents in a more accessible format, email the supplier at Tell them what format you need. It will help if you say what assistive technology you use.


G-Cloud 13

Service ID

4 3 9 8 3 6 1 3 9 4 7 4 1 9 7


Content Design London Mark Picken
Telephone: 07866860363


Planning service
How the planning service works
Content Design London use a collaborative approach to understand the needs of our clients and their users. This approach ensures that the right solution is put in place.

Our user research and content first approach, as well as experience of working with developers and designers, means we can help organisations to meet user needs easily whatever the channel or platform.

Our approach also allows us to support with the IA development so that the right content is available on the right channel for the right user.

With a team of content designers who have experience in government, public, private and third sector, we also have the resources to either migrate or create content.
Planning service works with specific services


Training service provided
How the training service works
We provide bespoke in-house and public training in content strategy, content design (for beginners, intermediate and advanced), accessible content, writing for the web and user-centred content design. We also run the 12-week Content Academy.

Our courses are developed by Sarah Richards, the founder of content design, and Hinrich von Haaren.

We have run courses UK, USA, Australia and the Netherlands.

The training can be run online or in-person.
Training is tied to specific services

Setup and migration

Setup or migration service available
How the setup or migration service works
Between 2010 and 2014, Sarah Winters (was Richards) and her team at Government Digital Service did what many thought impossible: they took over 400 separate government websites and transformed them into a single site designed to effectively serve its users. In doing so, they defined a new discipline: content design.

Focusing on user needs, our content first approach allows us to understand user journeys and user needs to create the right content or the right platform.

We work with designers and developers using the research to create the IA. Our team then support the creation, as well as migration, of relevant content.

Our methods ensure knowledge transfer so that the in house team feel confident to run the project when we have left.
Setup or migration service is for specific cloud services

Quality assurance and performance testing

Quality assurance and performance testing service

Security testing

Security services

Ongoing support

Ongoing support service

Service scope

Service constraints

User support

Email or online ticketing support
Phone support
Phone support availability
9 to 5 (UK time), Monday to Friday
Web chat support
Support levels
We use a range of tools to support our clients during projects, including: emails, phone, Slack, Trello, Zoom, Teams, Google docs and

We are also able to offer ongoing mentoring packages to support the team once the project has been completed.


Supplier type
Not a reseller

Staff security

Staff security clearance
Other security clearance
Government security clearance
Up to Security Clearance (SC)

Standards and certifications

ISO/IEC 27001 certification
ISO 28000:2007 certification
CSA STAR certification
PCI certification
Cyber essentials
Cyber essentials plus
Other security certifications

Social Value

Fighting climate change

Fighting climate change

Content Design London is committed to fighting climate change.

As a company we are currently working through the B Corp certification process to registered our commitment to people and the planet.

Our focus is on the impact we have as a company, as well as the impact of our work. As a company we offset our carbon emissions by donating trees to our Usabilitrees grove in the Scottish Highlands. So far, we have donated 229 trees.

We are also a remote-first agency with no physical office. In order to support our team we provide suggestions on how they can improve sustainability when working at home.

Through our work, we support clients to only produce content that meets user needs.

Our process often removes online content, which has a carbon saving with each page that is removed. We have a vision to start to record the carbon reduction on each project we carry out.
Covid-19 recovery

Covid-19 recovery

As a remote-first agency we have been able to adapt to COVID-19 in an agile way, which includes ongoing working practices as part of the COVID-19 recovery effort.

In March 2020, we moved our training online, which gave people the opportunity to continue to develop their content design skills.

This has given us the opportunity to open up training to a wider, global market. Traditionally held in London, our courses are now attended by people across the UK, in the USA, Australia and Europe.

We have also been able to support organisations, including government departments, with running in-house courses online.

This has meant those organisations have in turn been able to support their teams through remote learning.

We have also begun to explore running in-person courses again, and have worked with our training venue to ensure suitable social distancing and ventilaion is in place.
Tackling economic inequality

Tackling economic inequality

Content design is the 9th fastest growing profession in the UK according to LinkedIn, and we are proud to be part of that process.

In 2021 we delivered 42 training courses, both public and in-house, and trained 631 people in content design.

We know that individuals taking our courses have secured employment as a result of the training.

Since 2018 we have trained over 1,800 people in the practice, and have ambitious plans to train a further 800 people in 2022.

We also support 140 members through our Content Design Club and provide a platform for them to share best practice, get advice and support their own development within content design.


£500.00 to £2,500.00 a person a day
Discount for educational organisations

Service documents

Request an accessible format
If you use assistive technology (such as a screen reader) and need versions of these documents in a more accessible format, email the supplier at Tell them what format you need. It will help if you say what assistive technology you use.