Glide
Glide
First website launch positioning independent teacher as professional institution
First website launch positioning independent teacher as professional institution
client
client
GLIDE
GLIDE
SERVICES
SERVICES
UI/UX Design
UI/UX Design
Framer Development
Framer Development
type
type
Website
Website
INTRODUCTION
INTRODUCTION
Teacher Sandra had 20+ years of experience teaching English but no online presence. Operating as an independent teacher, she was losing students to established language schools with polished websites and credibility.
Teacher Sandra had 20+ years of experience teaching English but no online presence. Operating as an independent teacher, she was losing students to established language schools with polished websites and credibility.
THE GOAL
THE GOAL
Transform from "solo tutor" to "recognized language school" in market perception—while staying true to her personalized teaching method.
Transform from "solo tutor" to "recognized language school" in market perception—while staying true to her personalized teaching method.
KEY OBJECTIVES
KEY OBJECTIVES
Establish professional online presence (first website)
Position 1:1 personalized method as premium alternative
Drive WhatsApp inquiries from serious students
Build trust and credibility
Enable scaling with team of trained teachers
Establish professional online presence (first website)
Position 1:1 personalized method as premium alternative
Drive WhatsApp inquiries from serious students
Build trust and credibility
Enable scaling with team of trained teachers
TARGET AUDIENCE
TARGET AUDIENCE
Brazilian professionals (25-45)
People who failed with traditional courses
Students wanting personalized attention
Career-focused learners (English for work)
Travel enthusiasts needing practical skills
Brazilian professionals (25-45)
People who failed with traditional courses
Students wanting personalized attention
Career-focused learners (English for work)
Travel enthusiasts needing practical skills
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
I analyzed 4 major competitors in the Brazilian language learning market:
I analyzed 4 major competitors in the Brazilian language learning market:
Cultura Inglesa
✓ Strengths:
Established brand recognition (90+ years)
Professional, credible look
Multiple locations
✗ Weaknesses:
Impersonal
Crowded group classes (15-20 students)
Rigid schedule (fixed class times)
Generic curriculum (same for everyone)
Expensive
Positioning: Traditional, institutional
Wizard
✓ Strengths:
Nationwide presence
Affordable pricing
Structured curriculum
✗ Weaknesses:
Very generic, franchise feel
Large group classes
Cookie-cutter approach
Low personalization
Quality varies by location
Positioning: Mass market, accessible
Cambly
✓ Strengths:
1:1 classes (like Sandra)
Flexible scheduling
Native English speakers
Affordable (R$30-50/hour)
✗ Weaknesses:
Transactional feel (marketplace)
No personalized method/curriculum
Inconsistent teacher quality
No continuity (different teachers)
Platform feels generic
Positioning: Gig economy, transactional
Open English
✓ Strengths:
100% online
24/7 availability
Group + 1:1 combo
✗ Weaknesses:
Still group classes (smaller, but group)
Generic platform feel
No personal connection with teacher
High churn rate
Positioning: Online scale, convenience
Professional Brand
(Traditional schools)
1:1 Personalized
(Online platforms)
A teacher
Sandra
Personal Connection
(Private tutors)
WHAT COMPETITORS MISS:
❌ No one offers BOTH:
• Personalized 1:1 attention
• Professional school structure
• Personal relationship with ONE teacher
❌ Traditional schools (Professional but impersonal)
❌ Online platforms (Flexible but transactional)
❌ Private Tutors (Personal but unprofessional)
TEACHER SANDRA POSITIONING
1:1 personalized (like Cambly)
Professional brand (like Cultura Inglesa)
Personal connection (like private tutor)
Proven method (20 years experience)
Flexible online (modern convenience)
= Premium personalized school experience
”Your personal language school."
USER INSIGHTS
USER INSIGHTS
Through conversations with Sandra's existing students, key pain points emerged:
Through conversations with Sandra's existing students, key pain points emerged:
"I tried group classes but got lost in the crowd"
"I tried group classes but got lost in the crowd"
Need for individual attention
Need for individual attention
"I couldn't keep up with the class pace"
Need for personalized rhythm
"I wanted to speak, not just memorize rules"
Need for conversation focus
My schedule changes every week"
Need for flexibility
"I couldn't keep up with the class pace"
Need for personalized rhythm
"I wanted to speak, not just memorize rules"
Need for conversation focus
My schedule changes every week"
Need for flexibility
POSITIONING STRATEGY:
POSITIONING STRATEGY:
Not a tutor. Not a generic course.
A personalized language school that adapts to YOU.
Not a tutor. Not a generic course.
A personalized language school that adapts to YOU.
VISUAL DIRECTION
VISUAL DIRECTION
Professional but warm
Premium but approachable
Modern but not cold
Confident but not intimidating
Human-centered, not corporate
Professional but warm
Premium but approachable
Modern but not cold
Confident but not intimidating
Human-centered, not corporate
UI APPROACH
UI APPROACH
Cards with generous spacing
Asymmetric layouts (dynamic)
Real testimonials with faces
Conversion-focused hierarchy
Cards with generous spacing
Asymmetric layouts (dynamic)
Real testimonials with faces
Conversion-focused hierarchy
SCTRUCTURE
SCTRUCTURE
1. AWARENESS (Hero)
Hook: "It's not about memorizing rules..."
Focus on real-world outcomes
2. CONSIDERATION (Benefits + Comparison)
Show what makes it different
Traditional schools vs. Teacher Sandra
3. TRUST (About + Testimonials)
Sandra's story + credentials
Real student testimonials with photos
4. ACTION (Multiple CTAs)
WhatsApp link (low friction)
Strategically placed throughout
5. OBJECTION HANDLING (FAQ)
Address common concerns
1. AWARENESS (Hero)
Hook: "It's not about memorizing rules..."
Focus on real-world outcomes
2. CONSIDERATION (Benefits + Comparison)
Show what makes it different
Traditional schools vs. Teacher Sandra
3. TRUST (About + Testimonials)
Sandra's story + credentials
Real student testimonials with photos
4. ACTION (Multiple CTAs)
WhatsApp link (low friction)
Strategically placed throughout
5. OBJECTION HANDLING (FAQ)
Address common concerns
