Site goals & audience

Compiled from the Site Goal setup interview for Dornoch News. Authoritative — prefer this over generic assumptions when writing or building for this site.

Who this site is for

Residents of Dornoch and surrounding Sutherland villages who want reliable local news; tourists planning trips to the north Highlands looking for context, events, and travel-relevant updates; and expat Highlanders following hometown happenings from afar. Tone should resonate with bemused Highlanders, curious visitors, and skeptical local councillors alike.

Primary goal

Establish Dornoch News as the authoritative local news source for Dornoch and the surrounding Sutherland area, building editorial credibility and keeping the community informed through consistent, trustworthy reporting. Over the next 90 days, grow weekly readership to 2,000 and sustain a publishing rhythm of at least 3 new stories per week.

Geographic reach

Local — Dornoch and surrounding Sutherland villages, with secondary reach to Highland tourists and the global Highlander diaspora

Website type & positioning

Newsroom and local publishing website

90-day targets

Reach 2,000 weekly readers within 90 days; publish at least 3 new stories per week; build a recognisable masthead authority for Dornoch and Sutherland coverage.

Content strategy

Maintain a steady cadence of several original stories per week covering council decisions, community events, local business, tourism, and Highland life. Prioritise on-the-ground reporting, named sources, and clear datelines to build trust. Use evergreen visitor guides and explainers to attract tourist search traffic, and community-interest pieces (people, places, traditions) to engage residents and expats. Encourage repeat visits via a weekly roundup and shareable social snippets.

Industry & expertise

News, media, and publishing — Independent local news publication serving a small Highland town and its hinterland, operating in the hyperlocal journalism niche where authority, accuracy, and community trust drive readership and influence.