Overview
Led content strategy for the redesign of a global enterprise website and new customer services portal for a global shipping firm. Delivered customer journey mapping across marketing, sales and service touchpoints, information architecture restructured around customer needs, and a service portal connecting web content with digital self-service capabilities.
Who This Is For
Global enterprises in shipping, logistics, energy, or industrial services with 5,000-30,000+ employees and a large B2B customer base. Operating a corporate website that has fallen behind customer expectations, alongside a growing need for digital self-service and customer portal capabilities.
The Challenge
The corporate website was designed around the organisation structure, not its customers needs. Service information is hard to find. The site does not support self-service for common customer tasks. There is no coherent customer journey connecting marketing content with service delivery. Meanwhile, customers increasingly expect the same digital experience they get from consumer platforms.
What We Propose
Customer Journey Redesign - Mapping and redesigning customer journeys across marketing, sales, and service content. Service Portal Design - Digital self-service portal enabling customers to access information, manage accounts, and resolve queries without manual intervention. Information Architecture - IA restructured around customer needs, service categories, and buying stages rather than internal org structure. Content Strategy - Content aligned to customer journeys: awareness, evaluation, onboarding, and ongoing service.
Why It Matters
Customer-centred design - A website organised around customer needs, not internal departments. Self-service at scale - Reduced service costs through digital capabilities customers actually want to use. Commercial performance - A website that attracts, qualifies, and converts B2B prospects.
Over several years, delivered repeated cycles of content strategy, content production and content localisation in up to 20 European and Asian languages for a global industry association serving the seafood sector. Covered web content across three CMS platforms simultaneously, localisation of reports, infographics, video and complex presentations, and multilingual SEO for organic discovery across priority export markets.
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