A strong technical business with an unclear digital story
The original website had grown into a collection of technical products, disconnected messages and inconsistent page experiences.
The copy was often too technical for non-specialist audiences, product descriptions lacked a consistent structure and the broader value of Chenosis was difficult to understand. The website also needed to speak to several audiences at once—from developers and technical teams to enterprise decision-makers and potential partners.
There were also practical issues across the experience: inconsistent typography, crowded navigation, overlapping elements, unclear spacing, mismatched buttons and product information that was difficult to scan.
The challenge was therefore bigger than rewriting sentences. We needed to create a website that could explain:
What Chenosis is
Who it is for
What problems it helps solve
How its different products fit together
What someone should do next
02 — The approach
Turning technical knowledge into a clear customer journey
I worked closely with product and technical teams to understand the products before writing about them.
That meant asking questions, interrogating technical information and separating what was important internally from what a customer actually needed to know. I also reviewed competitor websites to understand how similar businesses organised their offerings and communicated technical value.
From there, I built the copy around a clearer hierarchy:
First, establish the brand. Explain Chenosis as a connected ecosystem and capability, rather than immediately presenting visitors with a list of individual products.
Then, explain the problems it solves. Translate technical functions into understandable business value, including identity verification, fraud prevention, communications, AI and customer engagement.
Finally, guide the next action. Create clearer page structures, calls to action and product information so users could explore, contact the team or move into the API marketplace.
I wrote the page copy and headlines from scratch, covering the homepage, About section, solution pages, product content, calls to action and supporting website messaging.
This project required more than copywriting.
It required me to understand a technically complex business, find the clearest story inside it and carry that story across an entire website. It brought together brand strategy, technical translation, UX thinking, content design and cross-functional collaboration.
The final outcome was a stronger foundation for how Chenosis presents itself across campaigns, partnerships, product communications and sales conversations.
Keen to see the revamp?
100%
Website copy, headlines & design
4
Core audience groups
1
Unified brand narrative
03 — Results
The rebuilt website gave Chenosis a more consistent way to explain itself across different audiences.
The messaging moved away from leading only with technical products and towards positioning Chenosis as a broader infrastructure and solutions capability. The public website now explains the business as a single point of access to data solutions across identity verification, fraud prevention, AI-powered engagement and financial inclusion.
It also establishes a clearer Pan-African market position and communicates the value of the ecosystem in language intended for businesses, partners and developers not only highly technical users.
The result was:
Clearer positioning
Visitors could understand what Chenosis was before being asked to understand every individual API.
A more consistent voice
Headlines, page copy, calls to action and product descriptions worked from the same central narrative.
More accessible technical information
Complex product functionality was translated into language that could work for technical and non-technical decision-makers.
A reusable content foundation
The messaging could be carried into campaigns, sales materials, product launches, social content and partner communications.
A more considered user journey
The content helped move users from brand understanding to solution discovery and then towards a practical next step.