Brookhaven Dance Studio
Website Redesign
Brookhaven Dance needed a modern, mobile-friendly website that reflected the real studio (not stock photos), made it easier for parents to find age-appropriate classes, and reduced the time and cost of site maintenance. After auditing goals, pain points, and tech constraints, we decided to migrate the site from WordPress to Squarespace 7.1 to streamline updates, improve performance, and create a scalable foundation for future growth (blog, online programs, e‑commerce). The project also layered in local SEO improvements, review visibility, and a social content framework to support ongoing enrollment for both kids and adult programs.
Tools & Technologies
Platforms: Squarespace, Sawyer for Business, WordPress (legacy audit and content export), BrightLocal
Technologies: HTML, CSS customization, Squarespace features, JavaScript
Other Tools: Image editing tools (e.g., Adobe Photoshop & Illustrator), GoDaddy domain hosting
Scroll down for more info:
Key Features
Streamlined Navigation: Reorganized around two primary user journeys: parents & adult dancers.
Quick Scan Class Discovery: Accordion display by age & style; reduced clicks to enroll; clear “View All Classes” hub.
Performance Smart Sawyer Integration: Centralized schedule portal instead of heavy embeds on every page.
Local SEO Framework: Location-rich meta, structured contact info (NAP), internal linking, and neighborhood mentions woven naturally into copy.
Brand Refresh in UI: Pulled colors and imagery from studio art & introduced Fibon Sans font for headings to echo brand throughout.
Reviews & Trust Signals: Google review widget added to home page & testimonials included in other areas.
Mobile-First Layout: Tested spacing, CTAs, and stacked content patterns for fast mobile action.
Owner Friendly Editing: Templates & style conventions so the studio can update content without developer overhead.
My Role
UX & Information Architecture: Mapped user flows, simplified decision paths, and prioritized conversion CTAs.
Design & Build: Developed full site in Squarespace 7.1; implemented responsive sections, color system, type hierarchy.
Migration & Content Consolidation: Audited WordPress install, exported usable content, rebuilt with structured layout patterns.
Local SEO Implementation: Wrote metadata, structured headings, alt text conventions, and location callouts.
Conversion Strategy: Created clearer lead paths (Enroll, Contact, Private Lessons, etc.) and lightweight trial structures.
Client Enablement & Training: Delivered access checklist, platform ownership guidance, social content planner,
Brookhaven Dance Home Page Snippet
Class Schedule Page with Sawyer Widget Snippet
Contact Page + Custom Footer
Kids Classes Browsing Page Snippet
Adult Classes Mobile View Snippet
Home Page Mobile View Snippet
Challenges & Solutions
Challenge: Existing Brand Didn’t Reflect Real Studio Experience - stock photos and generic copy didn’t convey the bright, creative studio or community vibe and hurt customer trust.
Solution: Integrated studio photos, mural accents, brand fonts and colors, review highlights, and Meet the Founder/Instructors content to connect with customers and build credibility.
Challenge: Slow Sign‑Up Experience via Third‑Party Scheduler - embedding the Sawyer registration widget on every page caused long load times and drop‑offs.
Solution: Centralized the full schedule in one fast-loading “Class Schedule” hub, then added lightweight class summaries (by age/style) across the site with clear CTAs that deep-link into Sawyer only when users are ready to enroll. Result: cleaner UX, faster pages, and fewer frustrated first‑time visitors.
Want a User-Friendly Site Like This?
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