Selo H is the first Brazilian workplace mental health certification built to international standards. The product had real credibility. The website wasn't showing it.
Selo H certifies companies on workplace mental health. It's a high-trust market where legal credibility and scientific rigor are non-negotiable: the certification is grounded in NR-01, Lei 14.831/24, WHO guidelines, and ICD-11. The old website contradicted every bit of that.
"Truly professional management can no longer exist without this level of ongoing support."
Rogério Soares, CEO · Rubel Academia
Before
After
Fig. 02: Drag to compare · Old seloh.org vs. Vellumwire rebuild
The rebuild started with one question: what does a compliance-minded HR director need to believe before they request a certification? That answer shaped the narrative arc, the section order, the proof architecture, and the copy tone.
The hero doesn't lead with features. It leads with proof that the company takes mental health seriously. The certification is the path; the outcome is what the buyer is actually after.
Legal codes aren't footnotes. For an HR or legal decision-maker, they're the primary reason to move forward. They appear immediately beneath the headline, not buried in the footer.
The certification process is genuinely rigorous. That's a strength, not a drawback. Each step is presented as purposeful and achievable, not bureaucratic and opaque.
These names appear right before the contact form. They're the strongest signal that the certification is real, selective, and worth pursuing.
No newsletter, no download, no alternative path. Every section points toward one decision.
Measured against the 30-day baseline before launch.
* 30-day post-launch analytics. Figures to be updated as data matures.
A certification platform must be as credible as the certification itself.
In compliance-driven markets, the website is part of the pitch. If it doesn't look and feel authoritative, legal references alone won't convince a cautious buyer. The visual experience and the product credibility are inseparable.
15-minute teardown. We go through your site and point out exactly where visitors are dropping off. If there's nothing to fix, we'll say that too.
A 40-year-old law firm whose website was losing potential clients before they ever made contact. We rebuilt the homepage and tripled qualified consultations.
