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
The existing experience made it difficult for users to understand what was being sold and how to take action, especially for larger businesses with more complex needs.
Navigation and journeys were unclear, making it hard to find relevant information. Content across EE Business was often outdated or duplicated, and there was no consistent approach to business segmentation, meaning different audience needs were not being met.
Discovery work reinforced these issues. Stakeholder interviews highlighted gaps between site performance and business goals. Data and SEO analysis showed strong performance for small businesses, but poor visibility and engagement for larger organisations. User research confirmed that corporate users struggled to find key information.
The process
I helped define a content strategy that could better serve distinct business segments, from SOHOs to large enterprises. A core part of the approach was introducing clear content and page types—including product pages, plan pages, and category pages—each with a defined structure and purpose.
Product pages were redesigned to clearly communicate what was being sold, who it was for, and to support easy comparison between options. Category pages were restructured to group related products, explain their value, and guide users deeper into the site.
We used a templated approach to ensure consistency and improve production speed. Templates defined content hierarchy and layout, making pages easier to scale and maintain. Content was shaped by discovery insights, combining user research, performance data, and SEO requirements.
I applied content design best practices throughout—using plain language, structuring content for scanability, and ensuring accessibility. To support rollout, we created clear documentation and workflows, including page templates, governance models, and collaboration processes. Airtable was used as a source of truth to track progress and align teams.
The result
The redesign established a clear, scalable content system across EE Business and BT Business. Users can now more easily understand products, navigate the site, and take action, with content better aligned to different business needs.
The introduction of structured page types and templates improved consistency and significantly streamlined content production. The improved content architecture and SEO alignment positioned the site to better attract and serve larger business audiences, addressing a key gap identified in discovery.
Finally, the introduction of templates, workflows, and governance created a foundation for maintaining content quality over time and supporting future growth.