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Website · Conversion

Selo H

Selo H

A one-week rebuild after the domain lapsed

Selo H is Brazil's first workplace mental health certification built to international standards: NR-01, Lei 14.831/24, WHO guidelines and ICD-11. Alelo, Amil, Arcor, Claro and Cogna were already certified. When the old domain lapsed, the site had to be rebuilt from scratch in one week.

Client
Selo H · via Vellumwire
Timeline
2025 · 1 week
Role
Strategy, UX/IA, copy, visual design
Team
Afonso, front-end and hosting

The situation

The site was also the sales channel

The certification process itself runs through the website. Without it there was no channel for leads and no way to document new certified companies. The brief: make the site as serious as the certification.

The rebuilt Selo H site on a monitor and laptop in an office at night
The 4-step process on the monitor, the request form on the laptop.

Diagnosis

Auditing the old site first

Before any copy or layout, I audited the old site. It had six problems that made each other worse, and the audit ended with the question that guided the redesign.

Six problems of the old site and the question that guided the redesign
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Decision

Legal grounding right under the hero

The hero leads with what the buyer wants, legal anchors sit right under it, each step explains why it exists, and certified companies close the page right before the form.

Section order before and after the redesign
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Three phones on a conference table showing the Selo H hero, its legal anchors and the request form
Hero, legal anchors, request form: the same order on the phone.

Decision

Cutting the page down to one action

Newsletter, downloads and alternate contacts gave undecided visitors a way out. Now "Solicitar certificação" is the only ask on the page, repeated at every scroll position.

An HR director in a meeting room holding a phone with the Selo H site
Mobile first: the same single action on the phone.

Build

Plain HTML and CSS instead of the template

The old template was slow, which looks bad for a product sold on rigor. Afonso and I dropped it and built the pages in plain HTML and CSS.

LCP of 4.8 seconds on the template site against 1.4 seconds after the rebuild
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Results

The first 30 days, with no ads or outreach

Compared against the old site's own analytics, before the domain lapsed.

  • 5×more leads than the old site
  • +65%conversion rate
  • −40%bounce rate
  • 2.3×time on page
  • 1.4 sLCP, down from 4.8 s
  • 100Lighthouse performance score
seloh.org