About Willful
Willful is Canada’s leading online estate planning platform. We make it easy for Canadians to create a legal will and power of attorney documents in under 20 minutes. Our mission is to help people prepare for and protect the future.
About This Project
We’re looking for a freelance UX copywriter to help us improve the clarity, brevity, and effectiveness of the copy in our web application.
Your task: audit our in-app flows and propose ways to make the experience more conversion-friendly with fewer words, more clarity, and stronger calls to action.
This is a contract-based, freelance opportunity with flexible hours and async collaboration.
What We're Looking For
- You’ve done UX copy or content design in a B2C product before
- You know how to write for clarity and conversion
- You can spot when too many words are getting in the way of a decision
- You’re confident making copy decisions that impact business outcomes
- Bonus: you’ve worked on fintech, legal, or other high-trust experiences
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What We Do
Willful was founded as an alternative to traditional estate planning, and it allows Canadians to make end-of-life arrangements quickly and easily. Customers are guided through entering basic information including their name and date of birth, as well as the names of their beneficiaries. When the customer is finished filling out details about property, gifts, and beneficiaries, Willful generates a document (or documents depending on the package selected) and provides instructions for how to make it legally binding by having it signed in the presence of two witnesses. Willful offers three packages, starting at $99 CAD for an individual will, $189 CAD for a will and power of attorney documents (Premium Coverage plan) and $329 CAD for a Premium Coverage for Families plan. Willful also allows for unlimited edits to each document, saving users even more time and money in the future. 56% of Canadian adults don't have a will. Do you
