CASE STUDY: CERTIFIER

Website copy analysis for Certifier

A super easy-to-use certificate maker for education providers, corporations, and organizations who need to create, issue, and manage professional digital certificates & badges at scale.

Industry: B2B SaaS

My role: To write copy for their website that would appeal to non-technical decision-makers.

The overview

Certifier came to me with a massive task: to expand their website with dedicated features pages, industry pages, and use case pages.

We needed to create a site that appealed to each segment of their audience – from corporate training managers to education providers – while sticking to tight SEO goals and pre-set wireframes.

This was a high-volume project, which we tackled over several stages: 2 product pages, 15 feature pages & 7 solution pages.

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The challenge

This project had its fair share of curveballs. I had to work with a pre-designed wireframe that barely gave me room to breathe in terms of messaging. On top of that, I had to weave in SEO keywords like "certificate maker," "certificate generator," and "digital certificate" without cramming them in awkwardly.

Then, I needed to craft a core message that would appeal to all audience segments–a common denominator that would show Certifier’s value. Plus, the copy needed a unique tone of voice to differ from competitor brands speaking in stale, corporate jargon.

My approach

My mission for Certifier? Make the complex simple, and create messaging that spoke clearly to everyone from educational institutions to corporations while sticking to the pre-existing wireframe, keywords, and text length.

Using my Makes Waves & Get Sales System, I created copy that broke through the corporate noise, highlighted Certifier’s core benefits, and appealed to a wide range of audiences – without sacrificing clarity or personality. Here's how I did it.

Break the Boring

After analyzing competitor sites like Accredible, I found they were drowning in corporate jargon. I identified Certfier as The Ruler brand archetype–authoritative, efficient, and no-nonsense. This meant cutting through the fluff with simple, direct language that non-technical users could understand immediately. I positioned Certifier as the most straightforward, user-friendly option in the market.

Talk Human to Me

I analyzed what drives different audiences to seek certificate solutions and mapped their pain points: wasted time, credibility concerns, and the challenge of managing certificates at scale. From this, I built a messaging strategy that addressed both universal frustrations and sector-specific needs and created a clear, direct value proposition for all: "Design, issue & manage digital certificates in one place."

Take My Money Copy

Instead of listing features, I restructured the copy to show how Certifier transforms tedious certificate management into a strategic tool. Every feature was framed as a solution to a problem. I also created distinct value propositions for each industry, speaking directly to their unique challenges.

With conversions as the top priority, I led each section with clear, benefit-driven messaging and active language (i.e., using action verbs). I also built authority through social proof with statements like "1,200+ companies already use Certifier."

Measure the Splash

To cut decision friction and increase conversions, I addressed common objections head-on, made features instantly understandable for non-technical users, and created scannable, user-friendly content within the wireframe constraints. Plus, I maintained SEO requirements throughout the copy without overstuffing the keywords or awkward, unnatural phrasing.

The result? Copy that cuts through the tech jargon to speak directly to users' needs while making Certifier stand out with a clear, approachable voice.

The final results

Before my copy

→ Generic voice and messaging that could apply to any certificate maker under the sun

→ Complex language that alienated non-techy users

→ One-size-fits-all messaging that didn't address specific use cases & benefits

→ Buried value propositions under technical specifications

After my copy

→ A unique brand voice that positioned Certifier as the most user-friendly certificate solution in the market

→ Simple language that makes features accessible to non-techy users

→ Targeted messaging that speaks directly to each industry's unique challenges and rewards

→ Clear value propositions front & center, with each feature tied to specific benefits

Ready to make 'em click, commit & cash in?

If you’re sick and tired of sounding like a broken sales record–or worse, like everyone else in your industry–it’s time to give your copy some personality.

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