Website Review. UX Writing and Content Recommendations (B2B)
I reviewed a federal contractor’s website and built a practical plan to make the pages easier to scan, easier to compare, and easier to trust.
The work focused on plain language, proof placement, and buyer paths, not “prettier copy.”
Context
Audience: federal program owners, IT leaders, procurement stakeholders, compliance reviewers
Primary use: first-impression evaluation, capability checks, “should we shortlist them” decisions
Problem: the site sounded technical and abstract. It did not consistently show outcomes, proof, or a clear story.
My role
UX writing review and content recommendations.
This project was an audit and a rewrite plan, not implementation.
What I found
1) Solution pages were hard to evaluate
Descriptions leaned technical, with little plain language.
Few concrete examples. Few measurable outcomes.
Services were framed as categories, not as buyer decisions.
2) Proof was thin and scattered
Too few case stories with metrics.
Logos appeared without context.
“Success stories” linked to a single post, not a browsable library.
3) Mission, values, and story were not doing real work
Values were listed, but not demonstrated through stories.
The growth story lived in a blog post, not on core pages.
The About page lacked a clear narrative arc and clear keywords.
4) Homepage and navigation created dead ends
The hero headline was generic and not keyword-led.
“Learn more” paths did not guide users forward or back.
A long quote took space without surfacing proof points.
What I recommended
A. Rewrite solution pages using a consistent decision frame
Challenge → Solution → Impact
The goal is simple. A buyer should understand what changes, how you do it, and what evidence supports the claim.
B. Move from technology labels to outcomes
Not “Digital Modernization.”
Instead, outcome-first service framing that a buyer can repeat in one sentence, then verify through proof.
C. Build a proof system that scales
Expand “Success Stories” into a case library, not a single destination.
Add micro-metrics inside page text, placed next to claims.
Use a case template that forces clarity: challenge, approach, impact, quote, category.
D. Fix the homepage for scanning and trust
Replace the generic headline with a keyword-led H1.
Add a top proof line, logos and or metrics.
Feature key differentiators on the homepage with clear CTAs.
Shorten the long quote and surface numbers and specific nouns.
E. Turn values into evidence, not a poster
For each value, add one short story or example. A moment from project work or company life that shows the value in action.
F. Improve findability and buyer navigation
Add FAQ blocks on service pages with plain-language questions.
Simplify blog categories.
Add internal links from posts to services, cases, and leadership pages.
Sample copy direction (examples)
These are illustrative rewrites to show structure and tone, not client text.
Solution page opening
Challenge
Federal teams lose time to manual review, slow handoffs, and legacy systems that block delivery.
Solution
A delivery approach built for speed, with compliance requirements treated as design constraints from day one.
Impact
Clearer audit trails, faster decision cycles, and measurable workload reduction, supported by case examples and in-line metrics.
Homepage headline direction
H1
Federal digital modernization and compliant AI delivery
Subhead
Plain-language outcomes, supported by proof, and easy to verify.
What I delivered
A structured website review across homepage, solutions, About, Careers, Blog, and Success Stories
A recommended rewrite system for solution pages. Challenge → Solution → Impact
A prioritized checklist of fixes and builds. Proof placement, case library model, story elements, navigation paths, distribution plan
Outcome
A clear roadmap to move the site from technical descriptions to buyer-readable outcomes and proof.
A content structure the team can apply consistently across services, cases, and story pages.
