Stay Prepared
Getting a household ready for a power cut, without the panic.
The problem
Government advice asks every UK household to manage for three days on its own. Most people arrive at that advice straight from a frightening headline, and most preparedness sites answer fear with more fear.
Who it’s for
Ordinary households, often anxious, usually on a phone, who want to know what to keep and how much of it.
What we had to respect
- No fear tactics, no fake scarcity, no “survival” language.
- Must print cleanly in black and white and work offline.
- Independent and funded by affiliate links, so trust has to be earned on every page.
The decisions that shaped it
The experience
Checklist, build-your-kit planner, printable guide, offline page and a Pinterest-ready content system.
What we learned
“Restraint was the brand. Every time a page felt dramatic, we took something away.”
Deep dive
A written tone of voice
A “practical prepper” voice guide sets the rules: plain, dry and British, with no fear tactics, no fake scarcity and no “survival” language.
Research before design
A competitor review and an audit of GOV.UK and NHS guidance shaped what the site covers and which official sources it cites.
Designed to print and work offline
Type and colour only, no photos, so every guide prints cleanly in black and white and there is a dedicated offline page.
Honest about money
The site is funded by affiliate links. That is stated plainly, and kit prices are labelled as rough guides from typical UK prices.
