About

Lauren

Lauren Lentini, the woman behind the words, is obsessed with language. She took a whole course on diagramming sentences as part of her undergraduate English major. She’s worked with words as a proofreader, copy editor, reporter, production editor, instructional designer, content strategist, and more. She got her master’s degree in Interactive Media with a concentration in UX Design, where she wrote the ebook on ebooks. She also has expertise in video production and graphic design, because content is more than just words (see below).

When she isn’t content-smithing, Lauren sings baritone in a barbershop chorus and designs costumes for community theater — performance is a content form all its own.

Values

Everything is UX. User experience is a term that was created for the web, but it’s everywhere. Clients are your users, and everything they experience as they interact with your business is UX.

Users are people. Your customers are all users, but at the same time, your users are people. As are you! Always keep your audience in mind, and how they feel, to create the best content.

Consistency is usability. One of the seminal books about UX is called Don’t Make Me Think. Give your users consistent cues, from content formatting to word choice, so they don’t have to stop and think.

Content is more than words. It may be the first thing that comes to mind, but content means a lot more than words. It incorporates words, images, and video, and how they’re presented to form a whole.

Everyone needs editing. None of us are is perfect, and the editor’s pen comes for us all. Accepting feedback takes humility, but it just about always leads to better results for the end user.

Black tie is optional. Last but not least, we believe that many things in life (especially when they’re written down) are taken far more seriously than they need to be. We aim to change that.

What’s in a name?

Content Unity, Content Unity, Content Unity. It sounds like “continuity,” right? Your website is never finished, and keeping it up to date is a continuous process. Continuity is a synonym of consistency, as well, one of our core values. And finally, Content Unity calls to mind one of the fundamental goals of content strategy: that all your content should serve your business objectives. Give your content a unified purpose by entrusting it to Content Unity.