§ 01TL;DR
15+ media mentions in week one, 200+ apps built in six months.
A complete content overhaul for zkSync's Era network launch: new brand voice, new information architecture, and 25+ pages of website copy. Shipped on time for the launch and ready for the developers it was built for.
§ 02The brief
zkSync is an Ethereum Layer 2 that lets developers build fast, low-cost applications while inheriting Ethereum's security. In early 2023, the team was preparing to launch Era, the next major version of the network and the first to open the platform to all developers. The existing site had no hierarchy, was overloaded with text, and used confusing titles. Developers were bouncing before they understood what zkSync could do for them. The CEO wanted a site that told the story without drowning the audience in jargon.
I want to understand the complete zkSync offering
so that I can decide whether to build my application here
§ 03The work
We ran a four-phase engagement: audit, value proposition, information architecture, and drafting. The launch date was fixed, so phases ran in parallel where possible, with work-in-progress shared with the CEO and marketing team weekly.
Audit
We audited the old site and found four core issues: no content hierarchy, paragraphs over 80 words on the homepage, no clear narrative beyond a feature list, and confusing titles like "5 magical INGREDIENTS" as a section heading. The diagnosis was simple: developers couldn't tell what mattered most. Everything competed for attention.
Value proposition
We pulled everything we could find on brand values, USPs, and positioning: pitch decks, blog posts, Discord conversations, technical docs. After several rounds of workshopping, we distilled zkSync's story into four messages: we stand for freedom, we scale Ethereum, we're serious about security, and we enable a new era of UX. Each one became the spine of a section.
Information architecture
The old site had over 40 pages with no clear hierarchy. We mapped every page, identified redundancies, and proposed a simpler structure organised around the four value pillars. Nav depth went from four levels to two. We walked stakeholders through the new IA in FigJam to win buy-in before drafting started.
Drafting
We started with the homepage and encouraged feedback before moving onto child pages. Each draft went through two or three rounds with the marketing team. The biggest debates were about tone: how technical could we go without losing newcomers? We landed on a voice that assumed familiarity with Ethereum but didn't require deep ZK knowledge.
§ 04What we found
Developers couldn't tell what mattered most.
The technical audience wasn't asking for less detail. They were asking for hierarchy. When everything is listed with equal weight, the reader has to do the prioritisation work themselves. Strong opinion at the top, supporting detail underneath, repeated at every level: that was the shape that let zkSync's actual story show through.
§ 05Impact
The new site launched alongside zkSync Era in March 2023, ready for the influx of developers. We also delivered launch articles and supported the team through the first week of comms. The content and IA work shaped how developers and investors made sense of the network for the rest of the year.
We'd been trying to explain zkSync for years, but it always came out too technical or too vague. Mooch got it on the first call. They translated the vision in my head into words I couldn't find myself. CEO, zkSync