Web Content Designer

On behalf of our public sector client, Affinity is seeking a Web Content Designer to support the launch of a redesigned website and improve the customer booking experience. This consultant will combine UX writing, structured content design, and headless CMS expertise to establish reusable content patterns, accessible standards, and scalable content models that work consistently across web, mobile, and future digital channels.

Responsibilities

Lead a comprehensive review of all booking flow screens in Figma with a customer-centric approach. Identification of:

Inconsistent terminology

Redundant or unclear messaging

High-friction or high-anxiety moments

Transportation industry content standards and best practices

Documented content issues and recommendations (inline in Figma and/or summary overview)

As an outcome, develop a clear understanding of where language is causing confusion, hesitation, or drop-off in the booking journey.

Content Patterns And Reusable Messaging

Define and document content patterns, such as:

Error and validation messaging conventions.

Labeling, tool tips and other UX copy.

CTA language standards.

Instructional vs reassurance copy usage.

Pricing, fare choice, dates, and availability phrasing.

Recommendations for where standardized content should be applied across components.

Establishing Content Structure In Contentstack CMS

• Must have experience with Contentstack or similar headless-CMS with the same content structure approach.
• Collaborate with developers to build a scalable and reusable content structure that translates into Contentstack.
• Provide recommendations on modular content design and component-based content architecture.
• Document content modelling standards and content authoring guidance.
• Review initial builds of content types, fields, taxonomy, and metadata requirements and ensure they allow for scalable and reusable content.

Voice And Tone Definition

Clear articulation of voice and tone principles specific to service-oriented, transactional content (distinct from marketing copy)

Alignment of web content with brand approach to voice and tone on other channels

Guidance On

When to be neutral, reassuring, directive, or corrective

How tone shifts based on user context (errors, constraints, success states)

Practical examples drawn from the booking flow itself.

Establish Digital Content Style Guide

Leverage expert knowledge of writing for web and mobile app experiences to produce copy-specific sections for inclusion in the digital style guide, such as:

Voice & tone principles

Writing for forms and data entry

Error messaging standards

Accessibility and plain-language guidance

Identify content dos and don’ts.

Accessibility, SEO And GEO-ready Content

Expertise in generative engine optimization (GEO), SEO and accessibility standards

Review Of Booking Copy For Accessibility Considerations, Including

Screen-reader-friendly phrasing (in collaboration with design/dev where needed)

Plain-language refinements for complex or policy-driven content

Review Of Booking Language To Ensure It Is

Consistent

Structured

Easy to interpret by assistive or generative systems.

Guidance on terminology standardization (e.g., fares, constraints, route-specific conditions, etc.)

Recommendations that support future AI-chatbot help or explainers.

Handoff And Close-out Docs

Ensuring all finalized copy is reflected in source-of-truth design files in Figma.

Deliver training to internal content production teams on content structure, finalized patterns and use of digital style guide.

Required Experience

7+ years

Skills That Would Be An Asset

UX writing and microcopy for transactional flows.

Content design for booking, checkout, account, or self-service experiences.

Content modelling and structured content design in a headless CMS.

Experience with Contentstack or a similar headless CMS.

Figma experience, including reviewing and commenting on design flows.

Accessibility-focused content design, including plain language and screen-reader-friendly copy.

SEO and generative engine optimization (GEO) awareness.

Digital style guide, voice and tone, and content governance experience.

Experience defining reusable content patterns for forms, errors, CTAs, tooltips, and help text.

Working knowledge of HTML/CSS.

Familiarity with component-based design systems.

Basic understanding of React or modern front-end development workflows.

Experience in transportation, travel, ecommerce, booking, or other high-volume customer service environments.

Soft Skills

Strong collaboration with designers, developers, product owners, and content teams.

Ability to translate complex business rules into clear customer-facing language.

Customer-focused mindset with strong attention to user needs and friction points.

Comfort working through ambiguity and making practical recommendations.

Strong communication skills, including the ability to explain content decisions clearly.

Detail-oriented approach to consistency, terminology, and quality.

Able to balance brand, usability, accessibility, technical, and operational requirements.

Comfortable giving and receiving feedback in design reviews.

Self-directed and able to move work forward within a short contract timeline.

Strong facilitation skills for aligning stakeholders on content standards and patterns.

Practical, solutions-focused mindset.

Ability to document decisions, standards, and guidance for long-term use in a style guide and deliver training to internal content teams on it.

Affinity Earn

Know someone who’s great for this, or any of our open roles? Earn up to $4,000/year for each successful referral through Affinity Earn. You can also earn up to $50,000 for helping us find new clients. Learn about our referral program at https://affinity-group.ca/earn/ or browse our jobs & follow us at https://www.linkedin.com/company/affinity-staffing/jobs/

About Affinity

Affinity Group is a technology and business consulting and services company. We believe in creating long term relationships between clients and consultants that foster a mutually beneficial partnership. Affinity is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. All employment is decided on the basis of qualifications, merit and business need.

For more information on Affinity, please visit www.affinity-group.ca

Job Number: 13879