Helping 30M small businesses find their next step
Small business owners came to Meta for Business looking for answers and too often left with more questions. I led the content audit and redesign that changed that, rewriting content seen by 30 million businesses until it was clear enough to act on and lifting engagement by 35%.
- Client
- Meta · SMB Content Development
- My role
- Lead, Content Strategy
- Team
- Design, product, research, legal, and localization, across time zones
- Timeline
- 2022 – 2023
- Channels
- Web pages, resources, and guides
The challenge
Meta for Business exists to help small and medium-sized businesses grow, but the content behind it had fallen out of step with the people it was meant to serve. Pages were out of date, the voice shifted from one section to the next, and the question every busy owner brings to a page, what do I do now?, too often went unanswered. As a result, the content wasn't resonating with its audience or converting them.
The audience itself raised the stakes. It spanned every industry and market, from a baker posting her first photo to a retailer scaling ads across borders, and whatever we built had to work for all of them while clearing legal and policy review, satisfying stakeholders on several continents, and shipping on deadline.
My role and leadership
As Lead, Content Strategy for SMB Content Development, I owned the strategy as well as the audit and redesign that brought it to life. That meant partnering with design, product, research, legal, and localization teams around the world, which in any given week could mean a handful of collaborators or several dozen.
- Led the audit and redesign of web content reaching 30M businesses
- Set the framework and voice for how Meta for Business talks to owners
- Got product, legal, policy, and regional teams behind a single plan
- Kept a global, cross-functional team moving on tight timelines
The approach
I reviewed the content page by page against a single question, whether it helped an owner take action, and then made the hard calls on what to keep, cut, rewrite, or rebuild.
I built a content framework and a plain-spoken voice around the owner's next step, then did the slower work of earning buy-in from each region.
Side by side with design and product, we restructured the pages that mattered most and rewrote them to be clear, consistent, and easy to act on.
With legal and localization, we took the new content global and used engagement and support data to decide what to refine next.
Navigating the hard parts
Product, policy, and regional teams didn't always want the same thing, so I kept bringing the conversation back to the person on the other side of the screen and let the audit data settle what opinions couldn't.
I brought legal in at the start rather than the end, built review time into the plan, and wrote first drafts to be clear and compliant, which meant fewer rounds of revisions.
Rather than trying to fix everything at once, we started with the highest-traffic, highest-impact pages so owners saw the biggest improvements early, and the rest followed in phases.
What I learned
Clarity is what scales.
When you're writing for owners in every industry and many languages, the simplest version of an idea is the one that survives translation, legal review, and every update made after you've moved on to the next project.
That lesson shapes how I build content systems today: I write for the busiest reader first, then give the team a framework that keeps the clarity intact long after the handoff.
“Curious, driven and willing to dive into any and all problems, Nicole approaches projects head on and doesn’t shy away from asking the tough questions to move work forward.”