Project summary
Fatal Model is the largest escort platform in Brazil, connecting independent escorts with clients through verified profiles and a secure environment. Despite its reach, the platform was facing a drop in new escort sign-ups. The issue wasn’t traffic or visibility: it was trust.
Many potential users hesitated to register because they didn’t feel safe or confident that the investment would pay off. The main objective of this project was to redesign the landing page as an empathetic, persuasive entry point that addressed these emotional and practical barriers while strengthening the brand’s credibility.
Expected impact:
01
The challenge
The existing landing page focused on volume and promise, but didn’t really speak to what really mattered. For someone deciding to join, the process may seem like it involves risk, exposure, and the need for reassurance.
The main challenge here was to shift the message from vague opportunity to empowerment. The new page needed to make users feel protected, represented, and in control of their choices.
02
Research & discovery
To guide the redesign, I conducted mixed-method research combining in-depth interviews and a qualitative-quantitative survey with 38 active platform users.
The main goal was to uncover motivations, fears, and emotional triggers behind joining or abandoning the registration process. I was looking to understand what drives trust and decision-making, evaluate tone of voice and emotional resonance, and identify hidden conversion barriers.
03
Value proposition
Using the research data, I built a Value Proposition Canvas to redefine the offering from the escort’s perspective. The process revealed that emotional and practical safety outweighed financial incentives.
I proposed a strategic shift, going from the very generic “Thousands of clients waiting for you” to a message aligned with what escorts truly wanted: “A platform for escorts who seek real clients, true safety, and fair returns, with full autonomy to decide who sees them, when they appear, and how they work.”
04
Communication strategy
The redesign was not only about improving visuals but also bout building a communication structure that naturally guided users from curiosity to trust.
Every visual and written choice was made to reduce fear, clarify value, and create a sense of safety and control. The strategy was built around five core principles that guided both structure and tone: Safety and Protection, Autonomy and Control, Transparency, Empathy and Representation, and Clarity over Persuasion.
05
Content architecture
The new page structure was designed to create a natural and reassuring rhythm. Each section had to serve a clear purpose in the user’s emotional journey: first by earning attention, then building trust, and finally, inviting action with confidence.
The flow starts by addressing hesitation and slowly transitioning into proof, clarity, and encouragement. Rather than trying to convince, the content was designed to guide:
The hero should build a sense of safety and control, followed by the value proposition, which should present the platform’s core promise with clarity. Then comes transparency, which replaces inflated promises with credible data through a simple “how it works” block. Testimonials bring authenticity and representation, showing real users who feel safe and supported. The page should end with a confident call to action reinforcing all messages. Overall, it should feel empowering, honest, and human, moving away from the transactional tone the brand used before.
06
Result
The new landing page aims to position Fatal Model as a reliable and empowering platform where users feel seen and secure. The focus on empathy and clarity turned a bland first impression into a relationship built on bold confidence.
