Our Product Copyfolio: a Portfolio and Website Building Tool

Building a tool that makes website building quick and easy for writers, marketers, and social media professionals, whether they need a portfolio, freelancer website, or blog.

Mockup of Copyfolio's landing page.




Freelance Writers

Team Setup

1 Product Lead
+ 1 Designer
+ 2 Developers
+ 2 Marketers


Ongoing 3+ Years


Our goal was to create a website builder with which our target audience can easily create a good-looking website even with little-to-no website building experience and design skills.


We found that our original target audience was limited and thus found growing our user base was difficult. Encountering high churn rates, we also had to focus on customer retention relatively early on.


Copyfolio now has around 50,000 users, gaining 500 registrations weekly. With 30-40 new upgrades each week, the product has 1,600 active Premium users.

Conversion Rate

Project growth rate over time

#01 Challenge

Converting New Users to Subscribers

Initial Research

  • ✦ Copyfolio’s biggest conversion point is project publishing. However, users often didn’t realise they had to publish their projects and missed this point —or had materials that weren’t easy enough to showcase, like samples stored in PDF files.
  • ✦ Users also had a low awareness of other Premium features, being able to list only 2 features on average.


  • ✦ To make showcasing their work samples easier, we added two new project types: PDF files and external links, to the already existing case study page. This resulted in a big increase in upgrades.
  • ✦ We also redesigned the onboarding experience, generating customised starter sites for users based on their professions and site goals to make the building process even faster.
  • ✦ Adding features like a built-in, cookie-less analytics, in-app domain purchase, and blogging helped a lot with user retention.
#02 Challenge

Increasing the Overall User Base

Initial Research

  • ✦ Our initial target audience (advertising copywriters) was limited in their size, especially with our SEO-based marketing strategy.
  • ✦ We realised that there were many other professions with similar pain points and characteristics, for whom Copyfolio would be a great fit.
  • ✦ To make sure we provide a great experience for them as well, we did discovery interviews and user tests to see what features they’d need the most and how they interact with the product.


  • ✦ We decided to expand our target audience from the initial group of advertising copywriters to include all types of writers, as well as marketers, and social media professionals —both in our marketing and in-app.
  • ✦  During the onboarding, users can now choose their professions. Later on when they generate their site or add a new section, it’ll be filled with content based on their profession, making it feel tailored to them.
  • ✦ With that, our website traffic and weekly new registration numbers started to grow steadily.
#03 Challenge

Investigating the Reason for Losing Subscribers

Initial Research

  • ✦ Our team noticed that despite having 30-40 users upgrading every week, the net Premium growth was stuck around 15-20 users.
  • ✦ After conducting exit interviews and improving our cancellation survey, we found out that a lot of users were looking for full-time jobs and cancelled their subscription once they got hired.


  • ✦ To combat this inevitable churn, we decided to focus on freelancers, as they’d need a continuous professional online presence.
  • ✦ After conducting exit interviews and improving our cancellation survey, we found out that a lot of users were looking for full-time jobs and cancelled their subscription once they got hired.
  • ✦ This approach has helped us stabilise our Premium growth but we’re still working on releasing new features that’d help freelancers and make them come back to Copyfolio on a regular basis.
#04 Challenge

Making the Design System More Efficient

Initial Research

  • ✦ We identified some inefficiencies in our product development cycle. As the product grew, it was harder to eliminate the inconsistencies of the interface.
  • ✦ We identified related issues, that directly affected the overall user experience and contributed to a lower customer life time value.


  • ✦ As Copyfolio is part of the Folio product family (including UXfolio and Archifolio as well), it was a practical decision to increase efficiency by introducing a shared design system to all the Folio products.
  • ✦ The introduced Design System speeded up the product design & development process: it led to roughly 20% time saved just on Copyfolio. An example of this extreme efficiency: when we needed to update the UI of our Editor page (including color and corner radius),  we managed to do this within just a week. You can read more about the opportunities of design systems here.

My portfolio is now LIVE. Built with Copyfolio and I'm a huge fan! It's about time I put my work all in one place. They made it super easy.

Jessica Kalbarczyk
Senior Social Media Manager