A website that takes a parent from an ad to a demo lesson, with the child's level already known

The business problem

English Minds Academy teaches English to children aged 5–14 using the Cambridge method. The school talked to parents mostly on Instagram, where the colours, Ema the mascot and the direct tone worked well. What was missing was a place where a parent could learn their child's level, see which group fits and sign up.

For a school that fills its groups at the start of the school year, every parent who leaves without leaving a contact is an empty seat. Parents did not know which group to join, and the team only learned the child's age and level on the first call.

Find, together with the academy, a way to take a parent from a post or an ad to a free demo lesson, with the child's age and level already known, so the team only calls parents who are ready to enrol.

• Children's dataParents provide data about minors; we decided not to keep the child's name or the test answers, and the diploma is generated only on the parent's device
• Mobile usersThe parent arrives from Instagram, on a phone, with little patience; the target is booking in at most two screens
• Children who can't read well yetThe test for ages 5–8 uses colours, counting and audio questions, not just text
• Ads and consentCampaigns need measurement, but only with the visitor's consent
• One identityThe website, the flyer and social media must look like the same school

The solution

We did not start with screens. We started from what already worked on Instagram and collected the colours, Ema the mascot and the direct tone towards parents into a brand guide, with separate rules for the voice used with parents and the one used with children.

Then, together with the academy, we mapped a parent's path in four steps: they see a post or an ad, the child takes the level test, the parent books on WhatsApp with the message already filled in, and the academy calls back knowing the age and level. Every page has a single goal: booking the free demo lesson.

We made business decisions along the way. WhatsApp instead of a classic form, because local parents already message there. The level test as a reason to stay on the site, with a diploma the child keeps. Ema only talks to children, while prices and deadlines come from the academy. We worked in design rounds, and the academy followed each page and its status.

We carried the same message into print and social media: a flyer with a QR code to the test, and Instagram templates in the same style.

What we found midway through

The school serves several age groups, from children to adults. The identity had to feel friendly for younger learners but credible for parents and adults. We solved this with a restrained visual base and colour accents used differently on each type of material.

Along the way, the level test became the centre of the site. It is the easiest first step for an undecided visitor and gives the school a concrete reason to follow up with a group recommendation.

What the client gained

The academy has a clear path from ad to enrolment. Parents find out their child's level on their own, and the WhatsApp message they send already includes the age and the right group, so the first conversation starts from information rather than clarifying questions.

The child gets a diploma with their name, which the family can keep and share. The website, the flyer and social media look the same, so parents recognise the school wherever they see it.

What it looks like