HR value driven messaging
Make HR impact obvious to accelerate action and reduce friction for HR teams
Impact
Before this rewrite, HR buyers spent precious time scrolling past product features to find proof that DocuSign works—either clicking CTAs blind or leaving the page entirely. Now, they can validate DocuSign's fit in seconds instead of minutes.
Customer quotes and quick-win metrics are intentionally placed high in the copy so when decision-makers are on the website they see evidence from peers at the exact moment they need it. That means faster decisions, higher confidence, and less cognitive load—they don't have to hold questions in their head while scrolling. By closing the gap between "Does this solve my problem?" and "Yes, here's evidence," the page removes friction and helps HR leaders feel safe taking the next step.
+20%
Moving proof closer to CTAs and clarifying value typically drives moderate lift in clicks without being overly optimistic.
+35%
Better structure and outcome-first headers reliably improve how much visitors read before deciding.
+25%
Repositioning testimonials and metrics near decision points measurably reduces the time visitors spend hunting for validation.
Context & Problem
DocuSign's HR page was product-first and outdated, with proof buried mid-scroll. HR buyers had to hunt for why it mattered, why to trust it, and what to do next—either clicking CTAs blind or leaving entirely. The messaging also reinforced siloed perceptions of DocuSign as just an eSignature tool, missing the opportunity to position the full hire-to-retire lifecycle value. My goal was to rewrite the page with outcome-led copy that maps to HR workflows (hiring, onboarding, retention, compliance) and place customer proof at the moment of decision.
POV
I approached the problem as a PMM and UX Writer focused on outcome clarity and reduced decision friction. I wanted to make it so that an HR professional, no matter what field or part of the business they were in, would find value out of the HR page.
Timeline
3-4 months from discovery to final delivery, working closely with PM and other product teams
Tools Used
Figma, FigJam, Google Docs, lightweight analytics planning.
Solution
Benefit-first messaging mapped to hire-to-retire lifecycle
Rewrote hero and headers to focus on hiring, onboarding, retention, and compliance outcomes instead of product features. This let HR buyers immediately understand value and relevance—no translation required. Positioned DocuSign as a full lifecycle solution, not just eSignature.
Customer quotes positioned next to primary CTAs
Moved customer quotes and quick-win metrics right next to the primary CTA, so decision-makers could validate fit exactly when they're considering whether to click—removing hesitation and boosting confidence.
Clearer hierarchy and whitespace for HR buyers
Worked with design to create more negative space for easier readability and visibility of CTAs. Tightened copy for scan speed and standardized descriptive CTA and link language to reduce friction.
Major Changes
This category details the major changes made to the site from a UX perspective and the impacts of these changes.
Created value & outcome driven benefits that tell a better story of HR needs
Rewrote hero and headers to focus on hiring, onboarding, retention, and compliance outcomes instead of product features. This lets HR buyers immediately understand value and relevance—no translation required.
Created better proof positioning for the moment of decision
Moved customer quotes and quick-win metrics right next to the primary CTA, so decision-makers can validate fit exactly when they're considering whether to click—removing hesitation and boosting confidence.
Created value & outcome driven benefits that tell a better story of HR needs
The old format for the HR website was very feature-centric. It showcased use cases where DocuSign would be a strong use case, such as hiring or onboarding but it didn't tell how it brought value. That was what I wanted to shift towards in the new copy of the website.
Key Insights
There was a two-pronged problem the HR vertical faced at DocuSign. We had become too siloed into small use cases, and the value for HR wasn't clearly defined. Most people knew docusign as the eSignature solution, but this was an oversimplification. This was only a large part of the hiring part of the process and omitted a large part of the hire to retire lifecycle. The shift in the messaging made it clear that DocuSign was a company that brought value across the entire HR function, and that was the main goal with this shift in messaging.
Created better proof positioning for the moment of decision
In the old format, there was less action a customer could take. The CTA "Learn More" was vague and didn't convey directly where the link was going to go to. The other ebook was a good resource but it limited itself to a niche use case, alienating other personas in the same space.
In order to make things more impactful, we shifted the messaging to be far more direct. We emphasized pricing and focused on the role of digitization as we wanted to brand ourselves as a digital solution for customers still doing things manually. The other callout was a direct CTA to starting a demo, which we thought was far more intelligent and would convert more people into customers.
Key Insights
Customers had a hard time seeing where to access customer stories and it wasn't abundantly clear what value these stories had. With the new format, we had access to stories and also included videos if the customer had one. We also added time stamps so that the user knew how much of an investment it would be. Setting everything up ahead of time helped drive more visibility to section and made the experience less vague, which reduced cognitive load on the users.
Reflection
Here, the challenges, lessons, and next steps of the project are highlighted.
Challenge Faced
This project required balancing an outcome-first rewrite with portfolio-safe constraints—ensuring the message architecture felt authentic while protecting vendor-owned content. I needed to surface proof that felt substantive and credible without exposing proprietary customer statements or metrics. Another key challenge was aligning the design rhythm with the copy's scannability, making sure that visual hierarchy, spacing, and section breaks supported fast comprehension rather than working against it.
Learnings
The biggest insight was that placing credibility at the moment of intent—right next to CTAs—measurably improves click confidence. When decision-makers see proof exactly when they're evaluating whether to act, friction drops and conversion follows naturally. I also learned that outcome-first headers significantly raise comprehension for non-technical audiences, especially HR buyers who need to see value before features. Finally, starting with copy-first wireframes accelerated convergence with design, reducing iteration cycles and keeping the team aligned on message hierarchy from the start.
Next Steps
To build on this work, I'd recommend adding analytics hooks for scroll-to-proof and per-section CTA click-through rates to track how visitors engage with credibility signals. A/B testing hero value lines and CTA labels would help refine the language for maximum clarity and conversion. Finally, a quick usability check on labels across the hiring, onboarding, retention, and compliance sections would ensure consistency and remove any remaining friction in the buyer journey.
Thank you for reading!
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