Chaos to One Clear System: 500-Page Website B2B Content Design & IA Overhaul
Role
Senior UX Writer and Content Strategist
Content auditing, UX writing, UX design, SEO
Collaboration
Project manager
Full-stack developer
UX designer
Stakeholder: company owner
Client
National Business Research Institute (NBRI)
Timeline
March 2021-April 2022
Tools
Figma
Google Docs
Google Sheets
Slack
TargetProcess
LoopUp
The problem / context
The National Business Research Institute (NRBI) is one of the world’s leading business research and consulting firms. Found in 1982, they have been on a mission to define the survey research industry—to focus on delivering client results, not just producing reports.
The company had a 500-page website with 1,000+ images and dozens of content types. The site was built on outdated infrastructure with aging copy, an old design, and disorganized content. The founders felt like the site didn’t match their brand personality or deliver a modern user experience.
Notable issues
The home page contained generic graphics and uninspiring content.
The services pages were overwhelmed with too much information, lacking a clear flow.
Case studies were sprinkled throughout the site in odd places and were not being properly utilized.
Site menus were disorganized, not considering the proper presentation of options for users.
The research
The UX designer and I documented the site’s entire information architecture (IA) in Google Sheets.
Using the IA:
I conducted a content audit of each site page to identify content issues, including wordiness, readability, inconsistencies, and SEO opportunities.
I noted where pages should be combined, separated, rewritten, or removed.
We then met with the founder to discuss and confirm our recommendations.
Content design and collaboration
The designer and I collaborated within Figma wireframes. We ensured design and content complemented one another throughout the process.
Supplementing with Google Docs
At times, I created copy before the next wireframe was ready. When that happened, I drafted the content in a Google Doc.
The founder was also highly involved in the process, reviewing and leaving feedback periodically within the files.
Touchbases and workflows
The team messaged through Slack and met weekly through Slack calls.
We managed a Kanban workflow through TargetProcess.
The results
The project successfully transformed the website from a dated, confusing platform into a bright, modern, and user-focused experience.
A brighter, more user-focused interface
The final design introduced a lighter color palette, purposeful white space, and clear content hierarchies, shifting the focus from internal jargon to user needs.
Streamlined navigation for effortless discovery
Another success was the complete overhaul of the site's navigation. The new, modern menu provides users with a clear summary of key pages at a glance, making it easy for them to find exactly what they need without confusion.
Before: A confusing, context-lacking drop-down menu that overwhelmed users
After: A clean, scannable menu that visually groups content and provides helpful one-line summaries for each main section
Outcome: We launched a visually stunning, brighter website that prioritizes the user's journey. By simplifying layouts and clarifying copy, the new interface feels more intuitive, modern, and welcoming.
The founder’s feedback to me mirrored our success:
“Lauren’s work was excellent, and all assignments were completed within the promised timeline. Absolutely no surprises. I will hire Lauren again if the need arises.”