Web content

Some of our web content projects are listed below.



Biomass Producer, 2012-14

The brief

Australia lags behind many countries in using bioenergy (energy from plant material) as an alternative to fossil-fuel-based energy.

In 2012, on behalf of the Rural Industries R&D Corporation, we conducted research (a survey and in-depth interviews) to help us understand:

  • the perceptions and concerns of people in primary industry in Australia
  • what information they said they needed to be able to get involved in bioenergy
  • how they liked to receive their information.

In response to our findings, in 2013 we were re-engaged to develop a knowledge portal which directs people to practical, credible information about producing biomass that can be converted to energy, getting into the bioenergy supply chain, and starting a bioenergy plant.

Biomass Producer is the result.


Energy crops described on the website Biomass Producer

What we did
  • managed the project to develop the knowledge portal
  • engaged and briefed a design agency (we chose Design Royale)
  • chose the site name, tagline and domain name
  • identified the top tasks that the portal needed to support (from our survey and in-depth interviews)
  • selected and liaised with a group of six representative users to refine the top tasks, create the information architecture and test the usability of the portal
  • created the information architecture and wireframes
  • sourced content from credible sources, making sure all content supports a top task
  • selected and liaised with a content approval panel (six members) to make sure all content is relevant and credible
  • wrote a short paragraph about each approved source, using web writing principles
  • sourced images
  • developed four case studies (field trips to Echuca, Victoria; Dalby, Queensland; Mackay, Queensland; and Gosford, Sydney) using text, video and photos
  • published the content using WordPress
  • tested the portal
  • launched the portal at the Bioenergy Australia annual conference in November 2013.

In 2014, we were engaged to maintain the portal and source and develop new content.


Secretariat of the Pacific Community, 2011

Fishing agencies in the Secretariat’s 23 member countries and territories rely on the best available data and information about fish stocks.

We assessed and recommended improvements to the website of the Secretariat’s Division of Fisheries, Aquaculture and Marine Ecosystems.

Water quality management guidelines – National Environment Protection Council, 2011

We developed a strategy for updating and transitioning print-based water quality management guidelines to the web.

The guidelines are part of the National Water Quality Management Strategy for Australia and New Zealand.

Climate Kelpie, 2008-14

Climate Kelpie is a portal for Australian farmers and their advisors. It connects them to tools and information about climate to help them make decisions about their farm business.

We created the concept for the website after conducting a nationwide survey of farmers, on behalf of the national Managing Climate Variability program, about the type of information farmers wanted and how they wanted to receive that information.

We worked with a small set of farmers to specify the information architecture and navigation, and  to test prototypes.

We manage all content; this includes sourcing, repurposing, writing/rewriting, editing, proofreading and publishing.

Decision-support tools

We described 28 decision-support tools in a way that farmers can quickly assess whether the tool is of interest to them.

Each tool has its own consistently structured web page.

The content is written for scannability using techniques such as short paragraphs and sentences, bulleted lists, parallelism, meaningful headings and meaningful hyperlinks.

As the web is a one-to-one medium, we use personal pronouns such as ‘you’ and ‘your’.

The language is plain English, allowing for some farming jargon that farmers are familiar with.

Check out Yield Prophet as an example.

Farmer case studies

We visited more than 30 farmers around the country, to find out how they manage climate risk in their enterprise.

From our interview transcripts, we chunked the information by farming practice, keeping paragraphs and sentences short. Check out the Hannemanns as an example.

Weather and climate drivers

We repurposed content about Australia’s climate drivers which was provided by the Bureau of Meteorology and originally written for print.

We worked closely with the Bureau to simplify the terminology while keeping it accurate.

For each state/territory, you can see at a glance a summary of all climate drivers and synoptic features.

From here you can drill down on each climate driver.

Check out Queensland’s climate drivers as an example.

CSIRO/AusAID Research for Development Alliance, 2011

We read project proposals and drafted the content for the following projects, highlighting goals, activities and outcomes:

  • Mekong Region Futures
  • Climate Adaptation through Sustainable Urban Development
  • Climate Adaptation Strategies for Rural Livelihoods in Indonesia
  • Bangladesh Integrated Water Resources Assessment

CSIRO Sustainable Agriculture flagship, 2011

We drafted content for the following 6 pages for the website of CSIRO’s Sustainable Agriculture flagship:

  • More profit from crop nutrition
  • Decision-support tools
  • APSIM – the Agricultural Production Systems Simulator
  • Predicting potential yield
  • Managing feedbase on mixed farms to reduce risk and improve sustainability
  • Increasing food security in West and Central Africa through better seed systems

Managing Climate Variability, since 2010

We reviewed the website of the national Managing Climate Variability program and recommended content changes and content-management process changes.

Since 2010 we have managed all content, including sourcing, repurposing and publishing.

Seafood Services Australia, 2008

We reviewed Seafood Services Australia‘s web writing and made recommendations.

We rewrote some of the content, provided guidelines for writing for the web and delivered a draft web editorial style sheet.

CRC for Sugar Industry Innovation through Biotechnology, 2008

We reviewed the CRC Sugar’s web writing and made recommendations.

We rewrote some of the content, provided guidelines for writing for the web and delivered a draft web editorial style sheet.

Tropical Rivers and Coastal Knowledge, 2007

We managed the design of the Tropical Rivers and Coastal Knowledge website and repurposed the TRaCK brochure (which we had written) for the web.

Masters of the Climate – Managing Climate Variability, 2007

We wrote 30-word teasers and 100-word summaries to introduce the ‘Masters of the Climate’ farmer stories to visitors.

We also wrote the complete stories: ‘The conservative opportunist’ and ‘Not afraid to change’.

River Health Program – Department of Sustainability and Environment, Victoria, 2005

We wrote copy for the River Health Program, incorporating messages that we had earlier developed in the program’s engagement strategy.

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