Omnichannel B2B Content Audit
When less content delivers higher conversion.
Title
Omnichannel B2B Content Audit
Role
Senior Content Designer
Date
2023
Problem
For many self-service merchants, content is the first – and often only – touchpoint they have with the brand. But across key surfaces such as the website, merchant portal, and transactional communications, this content had become fragmented, inconsistent, and difficult to navigate.
The objective was to audit all merchant product surfaces to identify content and UX-driven improvements, and to create a shared understanding of how content was impacting the user experience.
Approach
I grounded the audit as a systems-level view of content design, treating content not just as words, but as a network of structures, flows, and interactions that shape user behavior.
The audit covered all major merchant touchpoints: the B2B website, merchant portal, transactional emails, marketing emails, and docs and Business Hub resources.
My research process followed a structured, multi-phase approach: gathering content across all self-service surfaces, analyzing content for voice, tone, structure, and clarity, evaluating UX context within the broader journey, identifying patterns and gaps across systems, and developing recommendations to inform the product roadmap.
I organized findings into four core thematic problem areas, each paired with strategic recommendations.
Engagement: Merchant touchpoints lacked clear next best actions, leading to stalled journeys and missed conversion opportunities. Recommendations included adding relevant CTAs across key pages, emails, and portal views, and rewriting existing CTAs to be more action-oriented.
Naming & Terminology: Inconsistent product naming and terminology weakened brand identity and user recall. Recommendations included revisiting product and feature naming strategy, conducting user research to validate terminology, and applying consistent naming across all touchpoints.
Consistency: Inconsistent voice, tone, and structure increased cognitive load and reduced confidence. Recommendations included aligning on content best practices, standardizing structure across similar content types, and establishing a scalable foundation for future personalization.
Customization & Growth: Generic messaging failed to support segmentation, personalization, and upsell opportunities. Recommendations included customizing content by vertical and merchant segment, introducing contextual guidance and performance insights in the portal, and adding upsell and cross-sell messaging to drive account upgrades.
Outcome
This audit established a shared content strategy framework across product, design, and engineering teams. It produced a lengthy backlog using an Impact × Ease prioritization model, two living artifacts (Figma and Google Sheets) used to reference and track recommendations, and alignment around content as a core growth lever rather than a supporting function.
Presenting this work to stakeholders fundamentally shifted how they viewed content: from isolated copy tasks to a system-level UX discipline requiring continuous cross-functional collaboration.
Subsequent work on removing unnecessary content and steps that weren't critical to account creation led to a more than 75% reduction in the onboarding flow, resulting in a 12% increase in single-session activation.
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