Website transformation & migration

I spent a year at Huge as the Senior Copywriter on the transformation and migration of a global website for a €3.5bn supply chain technology company.

Working across a large and complex digital estate, I helped shape, restructure, create and migrate content covering multiple products, services, industries and international markets.

I used LLMs and prompt engineering to support content creation at scale, developing repeatable prompts and workflows that increased efficiency while maintaining editorial oversight, accuracy and consistency.

The project combined content strategy, content design, information architecture, usability testing, editorial and large-scale content production. I worked closely with UX, design, research, strategy, technology and client teams to translate complex technical and business information into clear, user-focused digital content, testing and iterating our approach with users throughout the design process.

Achievements

• Worked with content strategists to define and deliver the content strategy for a major global website transformation and migration, establishing how content should work across the new digital experience.
• Conducted a content audit of the existing website, assessing content for quality, relevance, duplication and user need, and identifying what should be retained, rewritten, consolidated or removed.
• Created, edited, restructured and migrated content at scale across a complex portfolio of products, services, industries and international markets.
• Applied user-centred content design principles to turn complex technical and business information into clear, accessible content structured around audience needs.
• Contributed to information architecture and content structure, using insights from the audit to help organise information into clearer hierarchies, page structures and reusable content patterns.
• Participated in usability testing and iterated content based on user feedback, improving language, hierarchy, navigation and content structure where users encountered problems.
• Used LLMs and prompt engineering to accelerate content production at scale, developing repeatable prompts and workflows while maintaining human editorial oversight, accuracy and consistency.
• Established editorial standards and quality assurance processes to maintain a consistent tone of voice and user experience across a large global digital estate.
• Worked collaboratively across UX, research, design, strategy and technology, embedding content throughout the wider design and delivery process.
• Worked with stakeholders and subject-matter experts to simplify complex information, balancing user needs with technical accuracy, business requirements and stakeholder priorities.
• Managed multiple content streams across teams in Europe and North America, coordinating dependencies and delivering high volumes of content to tight deadlines.
• Supported content governance and long-term maintainability, establishing approaches and standards that could be applied consistently after launch.