Business site redesign and migration
Migrating and consolidating a large, complex content estate across BT's Global and Enterprise websites to create a unified, streamlined digital experience.
Platform:
BT Business website
Scope:
Content strategy, UX writing, IA, Accessibility, SEO
Partners:
Product management, marketing, UX design, SEO, and content operations teams
The problem
BT was merging its global and enterprise websites to support a unified business model. The work involved migrating a complex content estate, simplifying the product catalogue, improving information architecture, and refining product pages. The aim was a streamlined experience that made products easier to find and understand while improving search performance.
The existing content was fragmented across multiple domains, causing duplication, inconsistency, and unclear user journeys, with no unified structure for organising information. A significant challenge was the scale of the migration. The product catalogue was extensive, with varying levels of quality, duplication, and relevance. At the same time, the project had constraints—it was not a full rewrite, meaning improvements needed to be targeted and efficient.
There was also a need to balance multiple stakeholder inputs across product, marketing, and content teams, while ensuring alignment with business goals and maintaining SEO performance throughout the migration.
The process
I worked across content strategy and execution, collaborating with a wide range of stakeholders to rationalise and restructure the product catalogue. A batched approach was used to manage the scale of migration. Content was grouped based on readiness, allowing for a systematic review and prioritisation of updates.
I helped define a new content hierarchy and page structure, using performance data, SEO insights, and user needs to guide decisions. This fed into the development of product page templates that standardised how information was presented, making content more consistent and easier to navigate.
Working closely with product and marketing stakeholders, I gathered key inputs such as target audiences, business goals, and product USPs. This informed content briefs, which were then used to create or refine product pages. Throughout the process, I applied content design best practices to improve clarity, structure, and usability, while also supporting SEO through optimised metadata, page titles, and keyword integration.
Tools such as Mural and spreadsheets were used to map content structures and manage hierarchy, while Airtable acted as a source of truth for tracking content, workflows, and progress across the migration.
The result
The project delivered a consolidated and more coherent content experience across BT Business, replacing fragmented journeys with a single, unified structure. The introduction of clear page hierarchies and templates improved consistency and made product information easier to understand and compare.
The batched migration approach enabled the team to manage a large-scale content transformation efficiently within tight timelines. Content was better aligned to user needs and business goals, while SEO considerations were embedded throughout, helping to retain and strengthen search performance.
Overall, the work established a scalable content system and governance model that supported ongoing content management and future growth.