How To Start Teaching Online To Earn Money: Why Word Of Mouth Matters In ESL Teaching

When I first started teaching English online back in 2009, I didn’t realise how important it was to treat my teaching like a business. Back then I was simply excited to help students improve their language skills and focused almost entirely on the craft itself.

I poured all of my energy into planning engaging lessons and supporting my learners, without giving much thought to the bigger picture. But over time I came to understand that being a great teacher on its own wasn’t quite enough.

If I wanted to make this a long-term, sustainable career, I needed to be more strategic about how I found students, how I structured my time and how I built a routine that supported both my personal life and my professional goals. 

Read more: How Much Do Online Teachers Earn?

Turning great lessons into new ESL clients

These days I’ve created a set-up that works well.

I usually start my teaching day in the morning, and wrap up by 3 p.m. so that I can collect my son from school. I work in a calm, cosy, uncluttered home office that I share with my dog, Lola, and my cat, Belle -affectionately known as my colleagues…but more on them later.

My students come from a variety of sources and I have a steady stream of work that feels both manageable and rewarding. That said, the majority of my students come through word-of-mouth.

In fact, this kind of thoughtful, balanced approach hasn’t just improved my day-to-day, it’s directly led to more referrals. When students feel supported and see that I’m organised, consistent and genuinely enjoy what I do, they’re far more likely to recommend me to friends, family and colleagues. That personal connection and trust go a long way.

I can confidently say that I love my job, not just because I enjoy teaching but because of how its shaped it into something that fits my life. That flexibility, the balance and the chance to do meaningful work each day is something I never take the granted.

Once they hear about you, they need to find you

One of the first lessons I learned is that finding students doesn’t happen by accident. Over the years I’ve built a reliable stream of new students by combining online platforms, social media, and the most powerful tool of all – referrals.

Nothing beats word-of-mouth.

Once I started taking my teaching seriously as a business, I put systems in place to encourage student referrals. I send thank you messages to students who refer others and occasionally offer discounts as a token of appreciation.

More importantly, I focus on delivering a great experience so that students want to tell others about me. From clear lesson plans to flexible scheduling, I do what I can to stand out and it pays off. I have found that using online platforms e.g. LinkedIn, Facebook, -and the likes, to build visibility and trust, is absolutely invaluable.

When I show up consistently, share useful tips, tell success stories and genuinely engage with people, the interest and referrals start to come in naturally.

Once that happens, it’s so important to be easy to find online and clearly show the value I offer – whether that’s through helpful content, professional interactions or simply staying active in the right spaces. Being visible and authentic has made a real difference for me – not only attracting those referrals but keeping them. 

One of the simplest and most effective things I’ve done to grow my teaching portfolio, is asking students to leave a review after a few weeks or months of lessons with me. It might feel a little awkward at first, but most students are happy to share their thoughts, especially if they’ve had a positive experience. I usually mention it casually towards the end of a lesson or follow up with the friendly message thanking them for their support and inviting them to write a few lines about what they’ve enjoyed or felt useful in our lessons.

I always make sure to get their permission if I plan to share their words on social media, on my site, or on other teaching platforms where students look for tutors. Some students even enjoy seeing their feedback featured as it gives them a sense of pride in their progress and adds a personal touch to my online presence.

Beyond helping students get a feel for what I offer, these reviews have become a really useful tool for improving my teaching. It’s a chance to hear what is working, what students find most valuable. They may even share thoughtful suggestions that help me adjust and grow. 

More than anything, reviews tend to spark referrals.

People trust personal recommendations and when a student shares their positive experience, either publicly or with friends or colleagues, it often leads to new sign-ups. It’s that kind of genuine word-of-mouth that has brought some of my best, most committed learners to me. So now, I make it a regular part of my routine: offer great lessons, ask for honest reviews, and let happy students help spread the word. It’s simple, it’s authentic, and it works.

My workspace: Calm, cosy, (pet) friendly, and most importantly, inviting 

One of the things that’s really helped grow my ESL teaching business and boost those word-of-mouth referrals, is the space I teach from.

My whole workspace is quiet, peaceful and intentionally simple. There’s no clutter, no chaos and everything is set up to create a calm, focused atmosphere. It might sound like a small thing but I found that when students feel that calm energy during lessons, it leaves a lasting impression.

I’ve had several parents of my younger learners tell me how much they appreciate the relaxed and friendly vibe during the lessons. Parents can see that their kids are not only learning, but doing so in an environment where they feel comfortable and at ease. And very often, those parents end up booking lessons for themselves too!

Read more: What’s The Difference Between Teaching Young Learners And Teaching Teens

My schedule: teaching with intention

One of the biggest advantages in my work as an ESL teacher has been having a flexible schedule. It’s not just about working when I want- it’s about finding a rhythm that works well both for me and my students. That balance has been a real game-changer and I’ve noticed it’s helped boost referrals too.

I start my teaching day around 8:30 in the morning and usually finish by 3:00 p.m. -just in time to pick up my son from school. That gives me a solid block of teaching hours during the day, which suits a lot of students -especially those working from home, studying or with flexible schedules of their own.

Once I’m back home, I shift into admin mode, replying to messages, prepping lessons, handling bookings, recording podcast episodes, doing live webinars and catching up on any TEFL-related duties. My day usually ends with making dinner and spending some time with my family or just putting my feet up for a bit.

Even though my schedule is flexible, I use a proper booking system so students can easily see my availability and plan ahead. It keeps everything organised, avoids any last-minute confusion and gives both of us a clear picture of the week ahead. It also makes rescheduling straightforward, which my students also appreciate.

This mix of structure and flexibility seems to really appeal to students. They know I’m reliable and available, but also human with a life, a family and a routine that sometimes goes wonky. I think that this relatability and this consistency (which is a work in progress) help build trust.

When students feel comfortable and supported, they are much more likely to recommend me to others and that’s exactly what’s been happening. It’s a setup that works well for everyone and it’s definitely made my life easier too.

Finding balance: breaks, pets, and perspective

One of the things I’ve grown to truly value in this career is the ability to create a rhythm that supports not just my students but my own well-being too.

I’ve learned that the more balanced I am, the better I teach.

As it turns out, that kind of calm, steady energy is something students really respond to and it helps them feel comfortable, supported and more likely to stay with me and recommend me to others. To keep that balance, I build breaks into my day.

After a couple of hours of teaching, I make time to move. Usually, a bit of yoga in the living room or some light stretching with music on in the background. Nothing complicated but it clears my head and helps me reset before the next lesson or the rest of the day with my family. My pets Lola (a three-legged dog) and Belle (a very judgy cat) are usually part of those little breathers too. Whether it’s a quick game of fetch or just a cuddle, they bring a sense of calm and joy into my space.

And speaking of calm, a colleague and friend, Linda, once gave me a tip that stuck: ‘try to step outside and look at something green and if you don’t have a garden, find a plant, a patch of grass, a bit of natural light.‘ Now I make a point of stepping into the garden or at least standing by the window with a good cup of coffee during those precious breaks.

It’s a small effort with a big impact. When I feel grounded and well, it reflects in my teaching and that’s something students notice, appreciate and share with others.

Going forward

People sometimes ask if I ever get tired of teaching the same things over and over. Honestly? Not at all. Every student brings their own story, goals and personality to the lesson. One day I might be helping someone prep for a big job interview and the next I’m chatting with a retiree learning English so they can travel more confidently. The variety keeps things fresh and genuinely interesting- it’s one of the reasons I love what I do. The truth is when you enjoy what you do, it shows. The positive energy comes through in your lessons, whether it’s your enthusiasm, patience, or simply the way you listen. Students feel it and they respond to it. I’m a firm believer in ‘Love what you do, and they’ll love what you do”. And more often than not, they talk about it to others. 

If you’re just starting out or feeling a bit stuck, my advice is this:

treat your teaching like a real business, yes, but don’t lose sight of the joy- make people talk about you, spread the word.

Build a routine that supports your life, not just your work. Makes space for the little things that keep you grounded. When you feel good, your students feel it too, and that’s probably the most powerful referral there is. 

Meet the author : Luan Midgely is a Language Practitioner and certified ESL instructor.

Her love for the English language led her into the classroom. After gaining experience at the top language schools in Cape Town, she went on to become the Head Teacher of a well-known English institution. This is where she discovered and practised her passion for teacher training. She now runs the TEFL courses for The TEFL Academy in Cape Town and continues to teach second language learners – both in the classroom and online. She believes that the best way to effectively train aspiring teachers is to be herself immersed in the environment – giving them first-hand insight into the ESL classroom.