Challenges we tackled

Hushmail needed a website messaging and design overhaul because:

• Sitemap and navigation weren’t user-friendly enough
• Visitors couldn’t easily find the information they were looking for
• Target audience is tech-averse and needs clear, simple language
• Plans and pricing were not easy to understand
• Too much friction during signup process

Starting from the ground up

To rebuild messaging and rewrite copy from the ground up, we needed to start on a solid foundation. So before I wrote the first word and created the first wireframe, I:

• Chatted with the heads of product, sales, customer success, as well as the CEO
• Interviewed 7 customers to understand how they think and buy and why they choose Hushmail
• Analyzed product reviews on Trustpilot
• Pored over Reddit
• Reviewed support tickets and chat archives
• Read notes from past customer interviews

Based on my findings, I developed a messaging strategy and brand voice guidelines. Then I started writing and wireframing all the pages.

After edits and approvals were finalized, I delivered the wireframes to the design agency and provided feedback when needed.

Beyond the copy

As part of the website project, I:

• Wrote and wireframed 14 pages, including the homepage and pricing page
• Restructured and wrote the main navigation menu and footer
• Delivered wireframes with explainer videos for the team
• Supplied SEO essentials like meta title tags and descriptions
• Collaborated to rethink the signup experience
• Wrote a video script for the signup explainer on the pricing page
• Created a quiz to help visitors pick the right plan
• Delivered Loom-style videos to guide the web design agency
• Provided feedback when needed for design mockups

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Results

The rewritten, redesigned, and redeveloped website communicates the value of Hushmail in a way that meets the target audience where they are. The top navigation is enriched with clear information and easier to see, so every visitor can find what they’re looking for. The copy is clear, the tone is compassionate, and the offer is more compelling. (Note: At the time of writing, the website has just been launched, so quantitative results are not yet available.)

Before

This is the homepage before:

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After

This is the homepage after:

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Navigation

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Pricing Page

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Check out Hushmail to see the other pages. 😊