A certification platform that finally earns the trust it demands.
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.
What changed, 30 days after launch.
Measured against the 30-day baseline before launch. Every number below is about one thing: does this bring Selo H more paying customers.
Also faster to load (1.4s, down from ~4.8s) and a perfect performance score, the technical work behind the numbers above.
* 30-day post-launch analytics. Figures to be updated as data matures.
"We're seeing 3x to 5x more leads this month than before the rebuild." Reported by the Selo H team, month 1 post-launch, and now confirmed by the analytics above.
The product had credibility.
The website was letting it down.
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
Same certification. A site that finally proves it.
Before
After
Fig. 02: Drag to compare · Old seloh.org vs. Vellumwire rebuild
Built to earn a compliance "yes."
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 opens with what the reader already wants.
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.
NR-01, Lei 14.831/24, WHO: visible from the first scroll.
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.
A 4-step process that shows what rigor actually looks like.
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.
Alelo, Amil, Arcor, Claro, Cogna: placed where they do the most work.
These names appear right before the contact form. They're the strongest signal that the certification is real, selective, and worth pursuing.
"Solicitar certificação" is the only ask, and it's present throughout.
No newsletter, no download, no alternative path. Every section points toward one decision.
What was delivered.
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.
Recognize this?
Let's talk.
30-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.
Harmon & Vale
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.
