Eight school systems, made to look like one product.
Turtil is live at turtil.co. A school runs on eight tools that don't talk to each other; Turtil collapses them into one platform. My job was the site that makes a school head get that in a single scroll — and end it on "Book a demo."
An AI campus management system: academics, admissions, fees, library, transport, hostel, exams, alumni — folded into one stack with an AI layer on top. I designed and shipped the marketing site. This is the thinking behind it.
What the site is up against.
Turtil's whole pitch is that it replaces eight separate systems. Eight logins. Eight data models that don't agree on what "student" even means.
That's a strong product and an awful thing to explain. List eight modules on a page and a visitor reads "enterprise software, six-month migration" and closes the tab.
The risk wasn't a weak product — it was a page that made one platform feel as heavy as the eight tools it replaces.
No research lab. The founder's brief.
Straight about scale: I didn't run user studies for this. I worked from the founder's requirements and his read on who actually buys it — usually a principal or director, often non-technical, deciding whether to even take a call. Every round went back to him for feedback.
That set the whole constraint: make a complex platform legible to a busy, non-technical buyer — fast enough that they reach the demo button still interested.
The one-scroll bet.
I built the homepage as a single argument, top to bottom, instead of a menu of pages the buyer has to assemble. Show the pain, then the fix, then the proof, then the ask.
- 01
Four pillars in one scroll, not four pages
The pillars live in one sticky, scroll-driven section that swaps its preview as you move. A buyer who clicks into four pages never builds the "it's all one thing" feeling — which is the entire pitch. Trade-off: a heavier interaction, with a clean vertical-stack fallback on mobile.
- 02
Show the pain before the product
Today's "manual work" goes grey with a red ✕ before the Turtil version appears. People don't buy features, they buy their way out of a problem. A beat of negativity up high — worth it.
- 03
AI doing a real task, not being clever
The AI section shows a grounded answer with a real number, not an open-ended chat. A school can't trust an assistant that might be wrong about attendance. "Boring and correct" sells here; "magical" scares them.
- 04
Academics first, fees last
The buyer is a teacher's boss first, so academics is what they feel in their gut. Finance is a deal-breaker check, not a deal-maker hook, so it sits low on the page.
- 05
Motion only when it explains something
No animation for its own sake. It moves when the movement teaches — the pillars swapping, the pain flipping to the fix — and every animation respects reduced-motion. Restraint was the design decision.
Live, and collecting leads.
turtil.co is live. It does the two jobs the founder asked for: make the platform understandable to a stranger, and route interested buyers into "Book a demo." No traffic numbers to share yet — "live and collecting leads" is the honest status.
What I'd change: a path that adapts to the size of the institution — a 50-student school and a multi-campus university read the same page right now. And a few pillar pages still read like feature lists.
