Website Revamp

Overview

This UX writing revamp project focused on improving Bibit’s website copy, so the product felt clearer, more credible, and easier to understand for new visitors. The goal was to update the messaging to better reflect Bibit’s current features, strengthen trust, and create a more consistent content experience across mobile and desktop.

Problem space

The website no longer represented the product as well as it should. Bibit had introduced new features, but the website still felt behind the actual app experience and product positioning.

From a content perspective, some sections repeated the same message, used inconsistent terminology, and presented trust information in dense paragraphs. This was a problem for a fintech product because first time visitors need to understand the value quickly and feel confident before taking the next step.

Target audience

The website needed to speak to a broad audience, including beginner investors, investment enthusiasts, professionals, and people outside Indonesia who were not yet familiar with Bibit.

This meant the copy had to be simple enough for beginners, but still credible enough for users who were already familiar with investing.

User needs

Visitors needed to understand three things quickly.

• What Bibit is and how it helps them invest
• Why Bibit is accessible for beginners
• Why they can trust Bibit with their money and personal information

The copy had to answer these questions without making the page feel too heavy, especially on mobile.

Content strategy

I structured the copy around clarity, trust, and scannability. The first priority was to make the value proposition easier to understand, then support it with concise benefits and clearer security messaging.

I used shorter headings, supportive subheadings, and consistent terminology across the site. For trust related content, I broke dense explanations into smaller chunks and added clearer context for terms that might be unfamiliar to beginner investors, such as Bank Kustodian.

Key writing challenges

• Making investment content feel simple without oversimplifying the product
• Building trust without using stiff corporate language
• Keeping copy concise across tight mobile layouts
• Reducing repetition between headings and subheadings
• Standardising terminology to improve credibility and consistency
• Aligning content decisions with product, design, and business priorities

Outcome

The final copy made Bibit’s website clearer, more consistent, and easier to scan across mobile and desktop. Visitors could understand the product value faster, read benefits with less repetition, and access trust information in a more digestible way.

The revamp helped position Bibit as a product that feels beginner friendly, credible, and safe to use, which is especially important for first time investors deciding whether to start investing.