Innovation Refunds
Concept Development & Copywriting
Overview
Innovation Refunds helps small and mid-sized businesses access the Employee Retention Credit (ERC), a complex federal tax program created in response to COVID-related business disruption. The work spanned education, acquisition, partnerships, and product support, requiring clear, credible messaging across multiple channels.
I contributed copywriting and messaging across web pages, landing pages, affiliate and banking partner materials, paid and social assets, product and app flows, and physical brand environments. The work focused on translating regulatory complexity into accessible, trust-building language for non-technical audiences.
The Problem
The ERC was widely misunderstood and often dismissed by eligible businesses. Many SMBs believed they did not qualify, were confused by changing rules, or had been told by CPAs that the credit was too complex or risky to pursue.
The challenge was to explain eligibility, value, and process clarity without oversimplifying, while also addressing skepticism from both business owners and institutional partners.
Concept & Strategy
The guiding approach was to treat ERC education as a system, not a single message. Copy was structured to answer questions progressively, reducing friction while reinforcing legitimacy at each step.
Messaging emphasized transparency, process visibility, and proof. Rather than relying on urgency alone, the work focused on helping users understand why they qualified, how the process worked, and what safeguards were in place.
Key strategic principles included:
Clear, plain-language explanations of complex tax concepts
Credibility through structure, process, and documented rules
Modular messaging that could scale across channels
Distinct framing for SMB owners, affiliates, and financial partners
Execution
The work supported Innovation Refunds’ growth across direct and partner-led acquisition channels, while helping position the brand as a credible ERC authority during a crowded and volatile period.
More broadly, it demonstrated how structured, audience-aware copy can reduce friction in complex financial products and create confidence at scale:
Web & Landing Pages
Core site copy explained eligibility, value, and next steps, guiding users from awareness to action through structured sections such as “How It Works,” “Benefits You’ll Love,” and eligibility criteria.
Affiliate & Partner Messaging
Copy supported an affiliate and banking partner program, emphasizing shared value, ease of referral, and institutional trust. Messaging was designed to work across digital pages, downloadable materials, and in-person environments.
Product & App Copy
In-app and mobile messaging focused on reducing friction during eligibility checks, document uploads, and claim tracking. Language emphasized progress, completion, and reassurance.
Paid, Social & Campaign Assets
Short-form copy and headlines were developed for paid, social, and partner-distributed assets. Messaging balanced urgency with credibility, often highlighting deadlines, eligibility, or refund potential.
