Engagement
What the initial engagement delivers
Everything below already exists in draft on this site. The engagement turns the drafts into a running system on your stack, with your data, in both languages.
Strategy
- Positioning statement and messaging house, both languages
- Voice guide with the Quebec vocabulary list and a two-column review sheet
- Audience map: three parent segments, one tutor segment, with triggers and objections
- The Canadian constraint sheet: Charter, CASL, Law 25, advertising to minors
Calendar
- 90-day launch calendar, dated, by channel, audience and language
- The three timing decisions written out so the team can defend them
- A weekly production rhythm your team can run without me
Search
- Bilingual keyword map, built from French search rather than translated
- Title and meta pairs for the launch pages
- hreflang, canonical and URL structure spec for the dev team
- Three blog pairs written in full, six articles
Social
- 16 pieces across Instagram, Facebook, LinkedIn and TikTok, both languages
- Carousel slide text, reel and TikTok scripts, group-post etiquette notes
- Paid search and Meta ad copy, French written for French
- Parent sequence, five emails, both languages
- Tutor sequence, four emails, both languages
- Report card campaign, two emails, both languages
- CASL consent wording and the footer that goes on all of it
Site copy
- Hero, trust, pricing and tutor recruitment blocks rewritten, both languages
- Microcopy set: labels, buttons, empty states, errors, confirmations
- The transcreation panel, as a training document for whoever writes next
How it gets measured
Every phase has one number that decides whether the next phase starts. Language is a dimension on all of them, because an average across two markets hides the thing worth knowing.
| Phase | What is counted | The gate |
|---|---|---|
| Phase 0 Foundations | Both language versions of every launch page indexed, zero hreflang errors, consent capture working end to end. | Gate: nothing paid runs until the French pages are indexed. |
| Phase 1 Supply | Vetted tutors per advertised subject, grade and language. Vetting pass rate. | Gate: three available tutors per advertised combination, or it leaves the ads. |
| Phase 2 Launch | Signups by language, cost per signup by language, signup to first booked session, hours from signup to first match. | Watch: if French cost per signup is lower, which it usually is, budget moves. |
| Phase 3 Proof | First session to second session rate, review rate, organic sessions by language, positions on the mapped keywords. | Watch: session 1 to 2 is the health metric for the whole marketplace. |
| Phase 4 Report cards | Campaign click rate, bookings, paid cost per booking, tutor retention into December. | Gate: December tutor churn decides whether January has supply. |
Three things I will not promise
Top rankings in English within 90 days
Online tutoring in English Canada is a fought-over market and a new domain does not win it in a quarter. The English articles are written now so they are ranking by the January and April demand spikes, and paid carries the November window.
The same results in both languages
French-language search in Canada is less contested than English. Expect French organic to move earlier and cheaper, and expect that to look like a mistake in a blended report. It is not, which is why every metric is split by language.
A translated version of anything, delivered as bilingual
If the budget only covers one language done properly, I will say so and we pick one. A French page that reads as translated does more damage in Quebec than no French page at all.
After launch
The retainer is a production rhythm, not a retainer of hours. Each month:
- Two blog pairs, four articles, chosen from the keyword map against the season
- Sixteen social pieces, eight per language, produced to the calendar
- One email campaign and any lifecycle revisions the data asks for
- One page of site copy rewritten against what search and sales actually asked
- A monthly read of the numbers split by language, with what changes next month
The goal of the first two quarters is that your team can run this without me. The voice guide, the review sheet and the keyword map exist so that whoever writes next writes the same way.
On the French requirement
The brief asks applicants to confirm their French level, so here it is, in the only form that means anything: this entire site exists in French and in English, and neither version is a translation of the other.
The French was written for Quebec and franco-Canadian readers. Grade names follow the Quebec system, the exams are named the way the ministry names them, the vocabulary follows Quebec usage rather than France's, and the keyword map was built from what parents type in French rather than from the English list.
Where the two markets ask different questions, the articles diverge rather than mirror. The orthopédagogue article has no English twin because the word has no English twin, and that is the point.
Read any French page on this site and compare it to the English one beside it. That is a better answer than a self-assessed level on a scale.