Joy of Languages
Turning a loyal audience into stronger sales with a clearer, more confident brand and website.
The challenge we faced
Joy of Languages is an online Italian language school helping adults learn to speak with confidence through conversation, community and daily practice. With a strong following and highly engaged audience, the business had built a successful learning model but needed a clearer, more scalable brand and website to support growth.
Despite a successful business and loyal community, the brand and website had become fragmented and overly centred around the founder. The messaging lacked clarity, making it harder for new customers – particularly an older, travel-motivated audience – to quickly understand the offer and feel confident buying.
The existing sales page was long, unfocused, and not fully aligned with the brand’s strengths. With courses only available during limited enrollment windows, improving clarity and conversion was critical to driving revenue during these key periods. The business also needed a brand that could scale beyond Italian in the future, without losing its warmth and personality.
Collaborating with web developer John Puddephatt and designer and illustrator Natalie Morton of Let’s Dance, we led a full rebrand and website project, including brand strategy, tone of voice, content structure, and all web and sales page copy.
How we helped them
• Developed a clearer brand positioning and tone of voice that balanced friendliness with confidence, moving the focus from individual personality to a broader, more scalable brand.
• Restructured the website architecture to make the offer easier to understand and navigate, particularly for a non-technical audience.
• Completely overhauled the sales page: simplifying structure, improving flow, strengthening messaging, and integrating social proof more effectively.
• Rewrote all website content in plain, engaging language – focusing on real outcomes, confidence, and enjoyment rather than abstract learning concepts.
• Clarified the curriculum and learning journey, helping potential customers understand exactly how the course works and what they’ll gain.
• Emphasised testimonials and real learner experiences to build trust and reduce hesitation.
The impact we made
The refreshed brand and website created a more confident, scalable platform for future growth and expansion. The new sales page delivered a significant uplift in performance, with course sales increasing by 3 to 4x during launch periods.
Improved clarity and structure helped convert an already engaged audience into paying customers more effectively. Initial client uncertainty around making such dramatic changes to the structure of the sales page gave way to strong confidence in the final result, with the new approach exceeding everyone’s expectations.
What they said
We love the new direction for the brand – the copy sounds so much like us! And we were absolutely blown away by the impact the new sales page made. It was a really rigorous process to get there with a lot of back and forth, but the new content and layout has helped our conversion rate massively. We’re so pleased!