Case Study — Contract Engagement (Oct 2021–Present)

Copy Chief: Full-Stack Web Design & Paid Social for a 7-Figure B2B Copywriting Platform

Responsive web design, front-end development, and Meta Ads management for one of the most respected B2B copywriting communities in the industry — a platform that ran for 11 years and generated over 7 figures in membership revenue.

Client Background

Copy Chief was a premium B2B copywriting community and education platform founded by Kevin Rogers — a direct-response copywriter, speaker, and author who built one of the most trusted professional communities in the copywriting world. At its peak, Copy Chief served hundreds of professional copywriters, marketing directors, and B2B content leads through membership, coaching, and live event programs.

The platform operated as a multi-product B2B business: a paid membership community for professional copywriters, a freelance copywriter marketplace connecting businesses with vetted writers, a training and certification program, and a podcast that reached tens of thousands of marketing professionals.

What made Copy Chief’s design challenge uniquely demanding: their audience were professional copywriters. The people evaluating every email, every sales page, and every website were expert practitioners who dissected messaging and design for a living. There was zero tolerance for generic copy or mediocre design — the website had to be as good as the best work the members themselves produced.

The Problem: Multiple Web Properties, Inconsistent Conversion Architecture

Copy Chief had grown organically over several years, resulting in multiple web properties that reflected different eras of the business rather than a unified conversion strategy. Specifically:

• Sales pages for membership and programs had been built at different times, using different visual language, different CTA structures, and different levels of conversion sophistication. Some pages were high-performing direct-response assets; others were outdated and underperforming their traffic.
• Mobile experience had not kept pace with the increasing share of mobile visitors. A platform whose audience included freelance copywriters and remote marketing professionals had significant mobile traffic — and several key conversion pages delivered a degraded experience on mobile devices.
• Meta Ads creative was not converting paid traffic at the efficiency the business needed. Ad creative was producing clicks, but the creative-to-landing-page congruence was poor — creating a mismatch between the ad promise and the page experience that leaked conversion.
• Brand visual consistency had drifted as the platform expanded. The core Copy Chief brand had strong equity, but its visual application across digital touchpoints was inconsistent.

The Approach

Responsive Web Design & Development

I rebuilt key sales and marketing pages with a mobile-first approach — starting with the smallest viewport and building up to desktop, rather than designing for desktop and trying to force it into mobile. This methodological shift is critical for B2B platforms where mobile first impressions determine whether desktop re-engagement happens at all.

The design work applied direct-response principles throughout — appropriate for an audience of copywriters who evaluate page structure as part of their professional toolkit:

• Above-the-fold hooks that led with the outcome (career transformation, client acquisition, rate elevation) rather than the mechanism
• Social proof architecture using member success stories in specific, outcome-quantified formats
• Objection-sequenced copy flow — addressing “is this worth the price?” before “how do I sign up?”
• Urgency and scarcity elements appropriate to membership community enrollment

Meta Ads Management & Creative Strategy

As a Media Buyer and Paid Social Ads Specialist for Copy Chief, I managed Meta Ads campaigns targeting the B2B copywriting audience across Facebook and Instagram. The campaign work covered:

• Audience architecture: Building layered audience structures targeting professional copywriters, content marketers, and B2B marketing leads using interest stacking, lookalike audiences from member lists, and behavioral targeting segments aligned to the professional copywriting niche.
• Ad creative development: Designing static and video ad creatives that matched the Copy Chief brand voice — irreverent, expert, and direct-response literate — while meeting Meta’s creative best practices for the B2B professional audience.
• Message-to-page congruence: Ensuring that every ad’s hook, visual, and call-to-action matched the landing page experience — eliminating the cognitive dissonance that kills paid social conversion rates.
• Campaign testing frameworks: Running structured A/B and multivariate tests on ad creative, copy, and audience targeting — using data to iterate toward the most cost-efficient member acquisition creative.

Tools & Technologies

Key Expertise Demonstrated

• Direct-response web design for B2B audiences: The Copy Chief audience were professional practitioners who evaluated design and copy critically. Delivering work that met their standards required integrating direct-response copywriting principles directly into the visual and structural design — not just aesthetics.
• Full-stack web execution: Design and front-end development as a unified workflow, enabling rapid iteration from concept to shipped page without handoff friction.
• Paid social for B2B membership products: Meta Ads for B2B professional communities require a fundamentally different creative approach than e-commerce or consumer products. The copywriter audience is sophisticated, skeptical of hype, and responds to specificity and proof over claims and enthusiasm.
• Brand consistency under growth pressure: Maintaining visual brand integrity across a multi-product platform that was growing rapidly — ensuring that new pages and assets felt like extensions of the Copy Chief brand, not departures from it.

“Copy Chief’s audience could smell bad copy and bad design from a mile away. The bar for quality is categorically higher when your customers are professionals who do what you do for a living. There’s no hiding behind generic’.”

— Joshua Jackai, Jackai Agency

Further Reading

Case Study: In Communications B2B Web Redesign →

Why Your B2B Website Is Losing You High-Value Clients →

Website Redesign for Conversions: A Complete B2B Guide →