The challenge (and mission we chose to accept! 😁)

Hushmail came to me with a clear goal:

They wanted their website to better serve the people they built the product for — busy, often tech-averse healthcare professionals who are looking for encrypted, HIPAA-compliant email but don’t have time to decipher jargon or dig for answers.

Hushmail needed a website that:

• Spoke in plain, empathetic language
• Made it easy to choose the right plan
• Guided users confidently through signup
• Reflected the company’s maturity and care
• Reduced friction at every step

Our approach: Start from the ground up

From day one, the collaboration with Hushmail’s team was a dream.

They brought deep knowledge of their product and audience — and welcomed me fully into that world.

To set us up for success, I:

• Interviewed 7 customers to understand buying behavior and mental models
• Chatted with the heads of Product, Sales, Customer Success, and the CEO
• Analyzed support tickets, Reddit threads, past interviews, and public reviews
• Developed brand voice guidelines and a messaging strategy based on these insights

Only then did I begin wireframing and writing.

What we delivered

This wasn’t just a copy project.

It was a full strategic re-architecture of the website experience — built collaboratively with the Hushmail team and the design agency, Avocado.

Deliverables included:

• 14 hi-fi wireframes + copy, including homepage, pricing, signup, and feature pages
• A completely restructured pricing page with nested tables and revamped UX
• Navigation redesign, rewritten menu structure, and improved footer
• Signup flow guidance, including a short quiz to help visitors choose the right plan
• Meta title tags + SEO descriptions
• Explainer video script for the pricing page
• Loom walkthroughs to guide the design team
• Feedback rounds with the design agency to ensure message–visual alignment

Results

The new website communicates Hushmail’s value in a way that feels calm, credible, and clear — exactly what their audience needs. The navigation is more intuitive. The copy is simpler but sharper. And every part of the site feels more human.

As a result, post-launch, Hushmail's sales revenue, average plan selling price for a key customer segment, and free-trial signups saw an uplift:

"Within about three weeks of launching our new website, we've seen, depending on how you measure it, a 20 to 35% increase in our sales revenue. ... We've also seen our average plan selling price go up for one of our key customer segments, along with our free trial signups increasing by 35%."— Christopher Garrett, Chief Revenue Officer, Hushmail

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. 😊