Defra: Smarter Guidance project
Scroll content designers help Defra reduce its published guidance by 80%
A Scroll team provided the content expertise for Defra’s Smarter Guidance programme, radically streamlining and improving all Defra’s guidance on GOV.UK.
Defra chose Scroll to help them deliver this ambitious programme because of our experience with content design and stakeholder management in government.
In 2012, Defra and its agencies owned 120,000 pages of guidance across multiple websites. Guidance was often out of date, overlapping or unclear. Businesses reported that guidance was difficult and time-consuming to read and understand. 75% of businesses saw lack of clear information as a barrier to compliance.
The Smarter Guidance programme made guidance simpler and clearer, by stripping out duplicates, archiving old content and radically rewriting current guidance. The goal was to reduce guidance content by 80%, without leaving gaps in what people need to know.
Defra has a complicated role and a complicated audience.