Joy of Languages
Turning a loyal audience into stronger sales with a clearer, more confident brand and website.
The challenge 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.
Brought in by John and Nat over at Let’s Dance, I worked with them to help deliver this rebrand and website project, with my responsibilities including brand strategy, tone of voice, content structure, and all web and sales page copy.
How I helped
• I 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 content architecture to make the offer easier to understand and navigate, particularly for a non-technical audience.
• Completely overhauled the sales page content: 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.
• Created eye-catching hero copy - "Learn everyday Italian, every day." - to draw new visitors in.
• 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 made
The Let's Dance team delivered a refreshed brand and website, creating 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
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!