Content strategy and training for Kew Gardens
Crocstar helped Kew Gardens with content strategy and training to support its website refresh and give staff the skills and understanding to create user-focused content.
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In 2017 Kew Gardens was working to improve its website. It wanted to make it easier to use, with the knock-on effect of increasing ticket sales.
While the website was being reworked to be more user-centred, Kew needed to support the in-house knowledge of UX design, writing for the web best practice and content strategy.
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Crocstar provided content strategy support and training during a four-month project. We developed bespoke training courses, created a new tone of voice and offered guidance and support for those creating content on the website.
Over the 4 months we:
created a new digital tone of voice
created and delivered bespoke ‘digital literacy’ sessions for the senior leadership team
created and delivered bespoke training courses in user needs and writing for the web
held knowledge transfer sessions to encourage staff to sharing experiences and resources
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Senior leaders were more engaged in the development of the website and subject matter experts across the organisation were empowered to write more appropriate web copy. The website was streamlined and made more SEO-friendly, including changes to the ticket page which saw a 90% increase in sales.
The stats
new digital tone of voice created
5 bespoke training sessions delivered
90% increase in online sales