Content audit, review and redesign
Auditing and redesigning content across EE Business to improve clarity, navigation, and scalability for business customers of all sizes.
Platform:
EE Business website
Scope:
Content strategy, UX writing, IA, accessibility, SEO
Partners:
Product management, UX design, SEO, accessibility, and content operations teams
The problem
EE Business needed a clearer, more scalable content experience to better serve customers ranging from small businesses to large enterprise organisations. The existing experience made it difficult for users to understand products, services, and next steps.
Navigation and journeys were unclear, with inconsistent, duplicated, and often outdated content across the site. There was also no consistent segmentation approach, meaning different business audiences were not being properly supported.
Discovery work reinforced these issues. Stakeholder interviews highlighted misalignment between site performance and business goals. Analytics showed strong engagement from small businesses but poor visibility for larger organisations, while user research confirmed that enterprise users struggled to find key information.
The process
Content strategy and segmentation
I helped define a content strategy to better serve distinct business segments, from SME to large enterprise customers. A key part of this was introducing clear page types — such as product, plan, and category pages — each with a defined purpose, structure, and role in the user journey.
Page design and information architecture
Product pages were redesigned to clearly explain what was being sold, who it was for, and to support easy comparison between options. Category pages were restructured to group related offerings, communicate value more clearly, and guide users further into the site.
Templates and data-informed design
We introduced a templated approach to ensure consistency and scalability across pages. These templates defined content hierarchy and layout, making it easier to produce and maintain pages at scale. The work was informed by user research, performance data, and SEO requirements.
Content standards and delivery
I applied content design best practices across the system, including plain language, clear structure, and accessibility-focused writing. To support implementation, we created documentation and workflows covering templates, governance, and cross-functional collaboration, using Airtable as a single source of truth to track progress and align teams.
The result
The redesign established a clearer, more scalable content system across EE Business, helping users better understand products, navigate the site, and take meaningful action. Content was more effectively aligned to the needs of different business segments.
The introduction of structured page types and templates improved consistency and significantly streamlined content production, making it easier to build and maintain pages at scale.
Stronger content architecture and improved SEO alignment also helped position the site to better attract and serve larger business customers, addressing a key gap identified in discovery.
Finally, the new templates, workflows, and governance model created a foundation for maintaining content quality over time and supporting future growth.