Content design for a B2B website
Brand voice, information architecture, and UX copy for a sustainable building materials brand
Project overview
A building materials company specialising in sustainability was revamping their brand with a new name, tagline, identity, and website.
I was brought in to develop a new brand voice aligning with updated identity and work on the information architecture, content hierarchy, and UX copy for the new website.
My role
Lead brand voice & naming
Content hierarchy and information architecture
Sole content designer on the project
The team
UX designer
Developer
Content designer
UI designer
UX researcher
An overview of the process
01
Identify & define users
03
Brand voice & tone
02
Competitor research
04
Information architecture
05
UX copy draft
06
Feedback-based iterations
07
Post development edits
Research: user identification & competitor research
Stakeholder interviews with top management, the sales team, and a few long-term customers of EcoBoard revealed that the original website made it inconvenient to find and evaluate information before making a purchase.
Competitor analysis showed an overload of information on other B2B building material websites.
Brand tone & voice
Analysis of brand mission & values
I used the company's sustainability ethos and commitment to quality building materials to extract key principles that would resonate with both professional builders and environmentally conscious consumers.
Balance of authority & accessibility
The voice guidelines were carefully crafted to strike a balance between establishing technical expertise ("serious," "formal," "matter of fact") while maintaining approachability ("not unapproachable," "warm"). This duality reflects the company's position as both industry experts and partners in sustainable building
Contrast-based definitions
I defined the voice through clear contrasts (what we are vs. what we're not), creating a framework that's easy for any content creator to understand and apply.
Like this
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Our engineered bamboo flooring withstands high traffic while reducing environmental impact by 60% compared to hardwood alternatives.
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We welcome your questions about installation techniques. Our specialists have helped contractors solve these challenges for over 15 years.
Not like this
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Our super awesome bamboo floors are literally saving the planet! 🌎❤️
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As per our established protocols, inquiries regarding installation methodologies may be directed to our technical department for further assessment.
Information architecture & content hierarchy
1. Audit & analysis
I dug into what the business needed alongside what users were looking for, helping us spot the must-have content and any missing pieces for the sustainable materials website.
3. User journey-based flow
We shaped the content flow to match how people naturally make decisions—starting with "who are you?" before diving into "how it's made" and wrapping up with proof points and testimonials.
2. Strategic page mapping
Working with the UX designer, we mapped out a site structure that made sense, creating clear pathways from main sections down to specific product details about EcoBoard.
4. Content prioritisation
For each page, we balanced the technical stuff builders need with the sustainability story eco-conscious buyers want, making sure the most important bits rise to the top.
UX copy
1. Low-Fi space planning
I drafted initial copy in Figma wireframes, getting a real sense of spatial constraints and forcing tough decisions about what information truly mattered.
2. Design-driven refinement
Once high-fidelity wireframes came together, I revisited all copy to ensure it complemented the visual elements and maintained the established voice.
3. CMS reality check
After implementation in WordPress, I made practical adjustments to address how the copy actually rendered and functioned in the live environment.
4. Client feedback & iterations
I incorporated client feedback in a final editing round, polishing the language while preserving both brand voice and usability before handoff.
Website: before & after
Challenges & key takeaways
Challenges
Advocating for content decisions:
This project was early in my UX writing career and I found it challenging to advocate for my content decisions while working with a team of visual designers.
Balancing client expectations
The client had different (and at at times strong) opinions on the copy, which required me to create multiple iterations. Navigating these discussions, I had to take the client through the user journey to justify my decisions.
Key takeaways
Holistic content strategy is essential
As the sole content designer, I worked on brand voice, naming, UX copy, information architecture, and content hierarchy. This experience reinforced the importance of a cohesive content strategy that ties everything together seamlessly within the user experience.
Effective communication builds alignment
Advocating for content decisions and guiding the client through the user journey taught me that clear communication is key. By framing content choices in the context of user needs and business goals, I was able to align stakeholders and ensure content played a central role in the design process.