A flashy landing page or fancy animations can please the eye but what ultimately makes or breaks the user experience is content. Effective writing and multimedia are key to helping visitors get what they need with little friction. Though you could take on a content refresh at any time, it usually happens when there’s a new website under way. 

In 2025 we expanded our service offerings to include custom content strategy and writing packages, usually in conjunction with a new website build. While visitor needs are our focus for creating copy, we also use the process to help staff become confident stewards of the website after launch.

Here’s how we did it when creating the new website for the Squamish Public Library.

1. Collaborative copywriting

For this project, we took on copywriting responsibilities for 20 pages, about 1/3 of the site. We focused on writing for underserved audiences like newcomers to town and patrons seeking accessible services, as well as known pain points with complex information at play.

Our copywriting process included: 

Extensive research: We consulted with library patrons, staff, and board members about areas where better communication was needed. We took in everything from social media posts to in-person signage to understand the “voice” of the library.

No-sweat staff input: We created a simple form for staff to identify key audiences and need-to-know info for the pages in their remit, which informed our copywriting.

Open feedback: We gave staff opportunities to respond to copy both in draft format and in-place on the site before launch. 

Screenshot of a collaborative document titled "Accessible Features at the Library." It includes several questions about the webpage's audience and content that are answered by staff.
Example staff input form used in our copywriting process

This process ensured that we were informed while staying light on staff time. On pages like Squamish Visitor Info, Art at the Library, and Accessibility at the Library, we established a cohesive voice that reflects the library itself: friendly, helpful, and confident. 

2. Hands-on with alt text

In anticipation of the new website, the library commissioned new photos depicting their space, services, and people for visitors. Library staff were interested making these images (and all of their web content) accessible from the start, and we couldn’t have agreed more. We knew this was a great opportunity to build their capacity.

Presentation slide titled “What makes good alt text?”. In coloured rows, the slide reads: Describes what is happening in the image, while being… Concise: <150 characters, or 1-2 sentences; No need to say “Image of…”. Objective: Avoids opinions and unconscious bias. Authentic: Represents people & things as they are; If needed, consult subjects or SMEs. Context-aware: Reflects purpose of the image; Identifies obvious people/things.
A slide from our alt text training session

Denim & Steel team member Hailey (who holds a CPACC accessibility certification) hosted a hands-on session with staff, where they tried their hand at writing alt text for their new photos. The outcomes are heartening! Library staff quickly became confident writing alt text using industry best practices, and even developed a buddy system for reviewing each others’ work. 

Graphic of an image and its corresponding alt text, displayed on a blue background. The alt text reads “A teenage girl curls up in a big gray chair immersed in the book “A Court of Mist and Fury.” Behind her are the library's book shelves and people sitting at long tables studying and reading.”
Example alt text written by SPL staff after our training

3. Page building with confidence

With every project we make sure clients are involved in content migration and editing, so once launch day comes around they’re already comfortable updating their website. It’s always worth involving clients in editing webpages as much as possible, as hands-on practice is the most effective form of training. 

For the library, we trained key staff on creating responsive pages with the custom blocks we built for their website. Library staff got hands-on experience using our custom Bibliocommons booklist integration, multimedia calls to action, and design elements that make their pages pop. During our ongoing weekly meetings we held follow-ups for refinement and tackling complex cases. The result is a website full of great-looking pages that take full advantage of custom tools, confidently stewarded by library staff. 

Screenshot of a webpage with a dark teal background. At the top is a white section that says “For Teens: See our staff-curated lists of books for teens. Browse Teen lists” beside a photo of a young woman reading a book inside of a library. Below is an interactive layout displaying the book list “Poetry in Every Form.” The book covers, authors and titles are laid out in a horizontal row. The titles of 2 other book lists are visible: “if You Liked Six of Crows” and “2SLGBTQIA+”.
SPL staff added coloured sections, bold CTAs, and booklists to make their Suggested Reading page stand out

Clear content ahead

We’re proud of the opportunities that emerged through our content work with SPL: Refined communication, accessibility improvements, and new skill sets for staff. This work has given library staff the tools to keep their website feeling good (and serving their patrons) for years to come.

Visit the SPL Website
Screenshot of a webpage that reads "Welcome to the Squamish Public Library". The page shows a digital illustration of the library building in purple and blue tones. There is a Squamish Nation territory acknowledgement in the upper right corner. At the bottom of the page are sections for upcoming events at the library and popular website links.

Discover Squamish Public Library’s new website

How we crafted a modern web presence for a library going above and beyond in the community

Read the Case Study

Learn more about our services, including website content strategy, copywriting and editing. We offer custom packages to meet your needs and are taking work for Spring 2026.