Using content strategy to make a more user-friendly health service website

The Australian Government’s Hearing Services Program provides access to high-quality hearing services and devices for eligible Australians with hearing loss. The program’s website is the first point of contact for many Australians looking for information and services for hearing loss.

The Hearing Services Office approached Biotext to assist with the revamp of their Hearing Services Program website. The office realised that the current website was not user friendly and difficult to navigate. To help the Hearing Services Program team, we analysed the current website to identify areas that were not user friendly, and made recommendations for improvement. We also offered ways for the Hearing Services Office to work with the Digital Communications team at the Department of Health to develop a new website that aligned with the platform.

Our human‑centred design approach included conducting online user surveys, reviewing site analytics, and interviewing both website users and internal departmental staff. Building on this information, we identified the key areas to improve, and designed and tested potential solutions. This involved conducting:

  • card sorting exercises to inform the new information architecture
  • tree testing to validate the information architecture
  • usability testing with wireframes of the proposed Hearing Services Program website, and the platform.

Our recommendations for improvement covered all aspects of the website – from providing practical advice on website content, layout and navigation, to behind-the-scenes guidance to build the capability of the Hearing Services Program team to efficiently develop high‑quality web content into the future. We delivered a content audit, content plan, writing guide and other resources to support the team, and a set of recommendations for content governance and internal processes.

Our role

Content analysis – we analysed existing web content using Google Analytics, keyword research and a content audit

Information architecture – we developed an effective information architecture for the new website by conducting card sorting and tree testing activities with users

User research and usability testing – we conducted online user surveys and tested wireframes for with users and Hearing Services Office staff

Content design – we developed recommendations for good web writing and meeting accessibility standards

Content strategy – we developed recommendations to improve internal content processes and governance