Copy.ai + Zabal
Copy.ai is a category-defining AI platform that helps businesses accelerate content creation, sales messaging, and marketing workflows. In 2022, its founders and early marketing team partnered with Zabal as their sole design and development resource to bring speed and scalability to their growing Webflow site. Over the course of a two-year collaboration, the partnership evolved alongside Copy.ai’s business strategy—from supporting a product-led growth (PLG) model targeting freelancers and copywriters, to enabling a full enterprise sales motion under new CMO leadership. Zabal’s role grew from pure web development to full-scale design, strategy, CRO, and testing support—helping the company confidently scale and capture demand from large enterprise audiences.
of partnership
in 3 months
from testing
Understanding the business
Business goals
Copy.ai’s leadership wanted to transform the company’s positioning from a tool for individual contributors into a platform for sales and marketing leaders at enterprise organizations. This required shifting away from SEO-driven growth and product trials to building a site architecture that could capture, convert, and accelerate enterprise pipeline. The marketing team needed a trusted partner to quickly scale their website output, support evolving brand direction, and provide frameworks their lean team could confidently manage.
Business challenge
Website ownership shifted across multiple teams—performance marketing, SEO, content, design, to CMO—creating a very agile and fluid roadmap. Each shift brought new priorities and timelines, demanding a partner who could adapt quickly. With frequent rebrands and aggressive enterprise growth goals, Copy.ai relied on Zabal to unify brand vision, accelerate page production, and deliver measurable conversion impact.
Asking the right questions
Research goals
Zabal worked with Copy.ai’s small but mighty internal content and design leads to frame the right questions: How could we continually grow and evolve Copy.ai’s brand positioning to serve their freelancer audience early on in our partnership, and later, what web design and development changes would best impact demand capture for enterprise audiences? And what testing strategies would unlock greater conversion and pipeline impact? These questions guided the frameworks, wireframes, and testing roadmap that shaped the partnership.
Brand
UX/ UI
Content
Conversion Testing
Information architecture
When Zabal began supporting Copy.ai’s team with web maintenance support, we also (always) review the existing sitemap, analyzing which pages were driving organic value and effectively serving buyer needs. From there, we identified gaps and recommended new pages and structures aligned with B2B SaaS best practices. This approach not only strengthened Copy.ai’s positioning against competitors but also built a scalable information architecture to support their shift toward enterprise growth at both the overall site navigation and page-level architectures.
Interface inspirations
Defining a visual direction
In our early partnership together the Zabal team partnered solely with performance marketing and SEO leads so we offered some "lite rebranding" and styling options to evolve the brand that positioned them well as an innovative and evolving AI software.
Visual direction
Throughout the two-year collaboration, Zabal guided Copy.ai through two major design evolutions. The first refined their existing visual identity with updated typography and colors, while the second—a 2024 rebrand—marked a bold step toward a more enterprise-ready brand expression.
Creating the system
Brand Colors
#693EE0
#3B0D96
#171717
#A284FF
#5D5D5D
#FBFBFC
#E0E0E0
Typography
Medium
Size: 64px
Medium
Size: 56px
Medium
Size: 48px
Medium
Size: 20px
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Regular
Size: 16px
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Regular
Size: 14px
Visual design guidelines
Following Copy.ai's lead
Working closely with Head of Design, Michal “Musho” Simkovic, and later CMO Kyle Coleman, Zabal delivered over 40 high-fidelity pages in one year. From low-fidelity wireframes that empowered Copy.ai’s team to write directly into frameworks, to polished UI aligned with brand strategy, Zabal ensured every design decision reinforced the company’s move upmarket.
Published pages
We have crafted over 40 pages and templates, and we are delighted to showcase the most captivating ones to you.
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Testing & Conversion Rate Optimization
Why split testing?
In 2024, Zabal identified an opportunity to unlock more value from Copy.ai’s monthly budget by providing personalization and testing support via their existing tool, Mutiny. We built and executed a CRO roadmap designed which maximized overall site conversion in just 4 months.
Our Process
By reviewing GA4 current conversion rates across top marketing pages like home, demo, pricing, and ABM sales pages, we surfaced a benchmark and then applied 20 years of CRO knowledge and best practices into new recommended page designs.
Excellent strategic partners who helped shape a vision, bring the website to life, and extend its usefulness.
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of partnership
in 3 months
2024
from testing
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