How do you communicate value in 10 seconds?
A strong service wasn't getting noticed, because it led with expertise instead of value.
The Challenge
A speech-language pathologist asked me to redesign a tutoring flyer that felt cluttered and hard to follow. I analyzed the UX writing and product positioning to help her better engage with her clients.
At a Glance
The original flyer next to the restructured wireframe.
The Rewrites
SLP Offering Tutoring!
I am a pediatric Speech-Language Pathologist offering reading and writing tutoring services this summer.
Summer Literacy Tutoring
Hi, I'm [name]. I help kids become more confident readers and writers through my one-on-one tutoring.
WhyLeading with the service tells a parent what this is at a glance, and the subhead adds the human and the outcome instead of opening with a job title. The credentials still matter, so they move down to a short About Me block where they build trust without having to carry the headline.
- Need extra support with reading or writing?
- Need activities to stay engaged over the summer?
- Have special needs that impact literacy development?
- Build reading and writing confidence
- Keep skills sharp before the new school year
- Individualized support, including for kids who learn differently
WhyEvery line is now a gain instead of a deficit, so a parent opts in by aspiration rather than by admitting their child is behind. "Special needs that impact literacy development" became "kids who learn differently," which widens the welcome to neurodiverse learners and beyond without pathologizing anyone.
Areas of support: early literacy, reading comprehension, phonics and decoding, writing, homework support, maintaining academic skills over the summer, vocabulary.
Benefits (why): confidence, skill maintenance, individualized support.
Areas of support (what):
Reading: phonics, decoding, comprehension, vocabulary.
Writing: composition, organization, grammar, mechanics.
Study skills: homework help, work habits.
Why"Maintaining academic skills over the summer" is a reason to enroll, not a skill taught, so it moved to Benefits. The rest grouped into three scannable buckets, with "homework support" appearing once instead of twice. I avoided labeling the third group "Literacy" or "Academic," since reading and writing already are literacy and academics, so an umbrella term can't sit beside them as a peer. Every item now has exactly one home.
PLEASE NOTE: I AM OFFERING TUTORING SERVICES ONLY AND AM NOT PROVIDING SPEECH-LANGUAGE PATHOLOGY SERVICES THROUGH THESE SESSIONS.
Tutoring sessions are not equatable with speech-language therapy. (set small, near the contact info)
WhyThe note is necessary, but it's secondary to the parent's decision, so it shouldn't compete with the headline. Moving it small and near the contact info keeps it clear without making it the first thing a parent reads.
Outcome
The restructured flyer leads with what parents are actually looking for, and the contact ask has a clear home. The visual design is still being finished.