AS EN 301 549 defines accessibility requirements for Australian Government digital services. This article explains the standard, its WCAG alignment, and how Morpht meets it in Drupal projects.
Content your audience needs and your team can manage
We identify your key personas through a human-centred approach, working with your stakeholders and with the people who use your site. That keeps content anchored to real needs, not internal assumptions.
We also work with your web team to make sure the content is manageable. Where they help, we add audio-visual material, data feeds, automation, and integrations, so the site takes less work to run.
What you get:
- Clear priorities. Key messages, audiences, and the actions you want people to take, agreed in advance.
- Content that meets user needs. An audit and personas show what to keep, fix, retire, and write.
- A way to measure success. Defined outcomes, so you can tell whether the content is working.
Our approach to content strategy
Audit what exists
We review your current content against user needs, then decide what to keep, improve, or retire.
Identify your audiences
We define key personas through user research, working with your stakeholders and external user groups. This is part of our user experience design service.
Plan what to create
We define what should exist, for whom, in what format, and at what level of complexity, with your key messages reflected throughout.
Design for how you publish
We work with your web team on content types, editorial workflows, and metadata, so content is easy to manage. For government clients, we align with the Australian Government Style Manual and plain language principles.
Define how you'll measure it
We agree on the outcomes that matter, so you can tell whether the content works after launch.
Frequently asked questions
Content strategy is the discipline of designing content for purpose: what to create, for whom, in what format, at what level of complexity, and through what governance. We apply it through content audits, content type and model design, editorial workflow design, and metadata strategy, and increasingly through AI-assisted content quality improvement. For government clients, this includes alignment with the Australian Government Style Manual and plain language principles.
Content strategy covers purpose, audience, voice, tone, and governance: what content should exist, why, for whom, and who's accountable for keeping it accurate. Content modelling is the structural expression of that strategy in the CMS. You need both, because a great content model built on a muddled strategy just structures the wrong content efficiently.
Government sites serve the whole population, including people with lower literacy, people with English as a second language, and people with cognitive disability. Plain language, short sentences, and clear structure are a core part of accessible content, not an extra, and they're increasingly an explicit expectation in government content standards.
Many Australian government agencies rely on publishing PDFs. PDFs are typically harder to make accessible, harder to update, and harder to find through search. A sound content strategy decides which content genuinely needs to stay a document and which should become structured, accessible web content.
Case studies
Case study
Morpht built the Australian Hydrographic Office's new GovCMS website on a condensed schedule, making charts, Notices to Mariners and tide tables easier to find.
Case study
Morpht delivered the Defence and Veterans' Services Commission website in six weeks for its launch, built to WCAG 2.2 AA with a reusable consultation webform.
Case study
Morpht rebuilt the Reef Knowledge System on GovCMS SaaS with a Resource Hub, topic navigation and personalised recommendations. Runner-up in two Splash Awards.
Case study
Morpht rebuilt the TGA website on GovCMS, turning 95,000+ ARTG records into searchable pages and cutting 71 content types to 49 for 5.5 million monthly users.
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