CASE STUDY:

Copyediting and Proofreading for the Heart Foundation’s Website Redevelopment

EAGLE-EYED EDITING TO ENSURE AN ON-BRAND AND USER-FIRST WEBSITE REIMAGINING

132+

COPYEDITED PAGES

13

CONTENT BATCHES

3

MONTHS

OVERVIEW

A complete website redevelopment projectof over 130 pagesis no small undertaking. Consistency of tone of voice, grammar, user-first language and readability are all key to success. To achieve this, a good copyeditor must examine everything with a fine-tooth comb and make sure it all hits the mark.

When we had the opportunity to work with national heart health charity, the Heart Foundation, we jumped at it. We were tasked with conducting a complete review of the Heart Foundation’s new web copy.

With many moving parts and stakeholders, the Heart Foundation needed someone to ensure each piece of the puzzle fit together.

After our proofreading, copyediting and copywriting, their content would:

  • Be clear, engaging and helpful
  • Follow a clear and logical information hierarchy
  • Champion user-friendly language that’s in plain English
  • Showcase best practice SEO and web accessibility
  • Consistently speak in the Heart Foundation’s tone of voice across the new website.

After a kick-off meeting on-site, we were ready to lend our eagle eyes to enhance the Heart Foundation’s epic new website.

PROCESS

Armed with a strong understanding of the Heart Foundation’s tone of voice, we were ready to get started. As a national charity that fights against the leading cause of death in Australiacardiovascular diseaseit was critical to ensure the highest standards were met.

One of the first steps was creating a content template for all new web copy. This was key in achieving consistency in on-page and off-page copy across the siteboth for stakeholders and web developers.

In our content template, we added metadata, such as meta descriptions and meta titles, to ensure the new website would be optimised for searchability.

With a tight project deadline, we worked in sprints, turning each batch of content around in a couple of days. This fast-paced, high-quality output helped the Heart Foundation stay on track.

In each batch, we carefully tracked our copyedits with clear explainers for stakeholders. This cut out the need for back and forth – making approvals quick and easy.

Drawing from search engine optimisation (SEO), user experience (UX) and web accessibility considerations, we put content into a clear and logical structure. Our strategic copyedits delivered consistent tone, layout and readability.

RESULTS

The new Heart Foundation website is a complete re-imagining of the traditional website experience. It creates a personalised, user-first experience that best showcases help, information and support relevant to each user’s needs.

The optimised web copy better promotes the Heart Foundations’ value and impact. The website also does well in highlighting what they dowith the aim of increasing support for the organisation.

Our copyediting, proofreading and copywriting married the copy with the new web design’s audience-oriented focus. Importantly, we ensured all the content was consistent, easy-to-understand and used a tone of voice fit for a life-saving national charity.

“We worked with Avion Communications for copywriting and editing of website content as part of the Heart Foundation’s website redevelopment project. Rhys, Jacinta and the team at Avion Communications approached the project with enthusiasm, creativity and a focus to deliver on time. They perfectly understood the project requirements and enhanced the quality of content by expertly aligning the copy to the needs of our diverse audience. We had a great experience working with the team!”

Sona Babbar - Digital Content Lead for the Heart Foundation