BEFORE

Scattered referrals

WhatsApp flyers, Instagram, word-of-mouth — no single source of truth

Cold WhatsApp message

20–30 min manual loop

Student arrives with zero context. Every inquiry starts from scratch.

Structure, schedule, philosophy, pricing — explained from zero, every time

No guided filtering

No "who this is for" framing — misaligned students enrolled anyway

Manual follow-up, payment via screenshot — zero automation

No prior context set — first class could surprise or disappoint

5–6 month retention held — but growth was capped by bandwidth

Google Form + screenshot

Expectation gap

Strong but capped

AFTER

SEO-indexed website

One canonical source. Search, referral, flyer — all arrive at the same truth.

Cold WhatsApp message

20–30 min manual loop

Student arrives having read what the practice is, who it's for, what to expect

80%+ of recurring questions answered digitally before a message is sent

No guided filtering

Clear expectation-setting means only aligned students reach the CTA

Wording signals a considered process. Filters for seriousness before the 1:1.

Student knows the philosophy, pace, and structure before they arrive

5–6 month retention holds. Phase 2 automation foundation already built.

Google Form + screenshot

Expectation gap

Strong but capped

Phase 1 Redesign — What the website now does

Discovery

First Contact

Information

Decision

First Class

Enrollment

Retention

The complete service arc, before and after Phase 1. Same seven stages, redesigned system: the ~3 hr/week manual explanation loop became digital self-service, cold inquiries became pre-informed ones, and 50–60% of onboarding time was eliminated — stage by stage, with the friction named at each step.