NovaPay website copywriting.
A payments startup with strong tech and fuzzy messaging. Six weeks, twenty-two pages, one clear story.
NovaPay Overview
A great product hiding behind vague words
NovaPay processed payments for thousands of merchants, but its site talked about “innovative solutions” and “seamless experiences” — phrases any competitor could claim. Bounce rates were high, and sales calls kept restarting from zero.
The brief: rewrite the entire marketing site so a first-time visitor understands what NovaPay does, who it’s for, and why it wins — within ten seconds of landing.
Challenge
Two audiences — developers and finance leads — needed completely different proof, but one site had to serve both. The old copy tried to speak to everyone and convinced no one.
- Homepage headline described the category, not the advantage.
- Pricing and security pages buried the details buyers actually asked about.
- No consistent voice: three agencies had written three different sites over the years.
Approach
Research first, headlines second
I interviewed eleven stakeholders, read through 400+ support tickets, and sat in on six sales calls. Three phrases kept recurring in customers’ own words — they became the backbone of the new messaging hierarchy.
- One messaging house: a single value proposition with proof points for each audience.
- Twenty-two pages rewritten: homepage, product, pricing, security, About, and sixteen service pages.
- A voice guide so the internal team writes on-brand long after handoff.
Related
Marketa Need the same clarity?
My website copywriting service follows the exact process used on NovaPay — research, messaging hierarchy, full-page copy, and a voice guide.