Sole Trader

PROJECT SUMMARY

Working with my Ecosystem content design partner, we audited the end-to-end experience for the Sole Traders audience in the UK. We analyzed over 20,000 strings of copy for voice, tone, and style—from social to search, to GTKM in product and FTU emails. We assigned colors to our Voice and Tone attributes, then read and highlighted each piece of copy to assign an attribute. Since interpreting voice and tone can be subjective, my content partner and I reviewed separately and discussed any discrepancies, even bringing in a third person when needed to break ties.

After completing the audit, we calculated the percentage distribution of attributes across the dataset, providing valuable insights to our UK teammates. We delivered style updates, clarified CTA standards, standardized second-person usage, and recommended improvements for copy that didn't align with our voice and tone. The result was more consistent content throughout, plus clear documentation explaining necessary variations due to localization or legal requirements.