Content Strategist

Content Strategist / Web Copywriter

Key Responsibilities

Content Strategy & Audit

• Conduct a comprehensive audit of existing website content to identify outdated, duplicated, unclear, or unnecessary information.
• Review existing website structure and recommend improvements to content organisation, hierarchy, and user journeys.
• Develop and maintain a clear content structure aligned with business objectives, user needs, and government digital service standards.
• Provide recommendations on information architecture and content flow where required.

Web Content Development

• Rewrite and refresh website content using clear, concise, and user-centred language.
• Produce high-quality web copy that is easy to understand, scan, and navigate.
• Apply plain-language principles to simplify complex or technical information for the intended audience.
• Ensure consistent tone of voice, terminology, messaging, and writing style across all website pages.
• Structure content appropriately for digital channels using headings, subheadings, lists, calls-to-action, and other web content conventions.

Accessibility & Inclusive Content

• Develop content in accordance with applicable WCAG 2.2 accessibility principles and web content best practices.
• Write meaningful and appropriate alternative text (alt text) for website images.
• Ensure headings and content structures follow a logical hierarchy that supports users of assistive technologies.
• Work with designers and developers to ensure content is implemented in an accessible and user-friendly manner.

SEO & Metadata

• Develop SEO-friendly website content while maintaining readability and accuracy.
• Prepare and/or provide input for:
  • Page titles
  • Meta descriptions
  • Image alt text
  • URL/page naming
  • Open Graph/social sharing content
• Ensure content is structured to support search engine discoverability and overall website performance.

Content Governance & Quality

• Ensure all website content is accurate, consistent, current, and aligned with approved messaging.
• Proofread and edit content for grammar, spelling, readability, consistency, and factual accuracy.
• Maintain content documentation, inventories, style guides, and other relevant content assets where required.
• Incorporate stakeholder feedback and revise content throughout the review and approval process.
• Ensure final website copy accurately reflects approved content before launch.

Collaboration

• Work closely with UI/UX Designers, Web Developers/Software Engineers, QA, and business stakeholders throughout the website refresh.
• Collaborate with UI/UX teams to ensure content and design work effectively together.
• Provide content input during wireframing, information architecture, and page design activities.
• Participate in Agile ceremonies, sprint reviews, content reviews, and stakeholder discussions.
• Support developers during CMS implementation to ensure content, metadata, alt text, and page structures are implemented correctly.

Required Skills & Experience

• Relevant experience in Content Strategy, Web Content, UX Writing, Digital Content, or Copywriting.
• Demonstrated experience writing and restructuring content specifically for websites or digital platforms.
• Strong copywriting, editing, proofreading, and content organisation skills.
• Strong understanding of plain-language and user-centred writing principles.
• Experience conducting website content audits and developing content recommendations.
• Understanding of information architecture, content hierarchy, and user journeys.
• Knowledge of web accessibility and WCAG principles as they relate to digital content.
• Understanding of SEO and web metadata, including page titles, meta descriptions, headings, and alt text.
• Experience working with CMS platforms.
• Ability to collaborate effectively with UI/UX designers, developers, QA teams, and business stakeholders.
• Strong stakeholder communication and content presentation skills.

Preferred / Advantageous

• Experience working on Singapore Government websites or digital services.
• Familiarity with Singapore Government Digital Service Standards (DSS).
• Experience with GoWhere (WebSG) CMS or similar government CMS platforms.
• Experience developing content that meets WCAG 2.2 AA accessibility requirements.
• Experience working on large-scale website refresh, redesign, or content migration projects.
• Familiarity with Agile delivery environments.
• Experience producing content for public-facing or government-facing audiences.