Client Case Study
Dance Studio Redesign.
Discover how a website redesign improved booking, enhanced navigation, and aligned the brand to create a smoother, more engaging experience for visitors.
Reduced bounce rate by 23% in 1 month
Before
After
“Since the redesign, I've had an influx of new students.”
- Kirsten
The Client.
Kirsten Ocampo
Director of Valour Projects
Valour Projects
Valour Projects promotes mental health awareness through dance classes, fitness classes, and creative film projects. It aims to normalise conversations about mental health while building a supportive community.
Industry
The dance and fitness industry with an overlap into mental wellness.
Audience
Dancers looking for a supportive class environment.
Services
Group classes, creative projects, and corporate fitness.
The Challenge.
Kirsten's DIY website for Valour Projects wasn’t working the way she needed it to. The business had outgrown it and it no longer accurately communicated her brand — it didn’t feel right.
The classes were already popular, so I was confident that a redesign would make the most of an already successful offering.
The current design made it difficult to get a sense of the classes, the energy, the skill levels, and what she was like as a teacher. We suspected that this lack of clarity was discouraging potential students from booking.
Functionally, the site layout also made it harder for existing students to book quickly, while new visitors didn’t have a clear path to follow.
“I struggled with making my website user-friendly, especially around booking and navigation.”
- Kirsten
The Solution.
To address these issues, I redesigned Kirsten’s website with a focus on:
Brand alignment
Class experience
Visitor journey
Brand Alignment.
Kirsten already had a well-defined brand strategy, but refining her colour palette for digital use, selecting a new font with greater visual impact, and incorporating repeated motifs throughout the design helped ensure the site authentically represented Valour Projects.
“The website looks professional and polished while still reflecting my personality and brand.”
- Kirsten
Class experience.
We incorporated high-quality video throughout the site to showcase the class experience. Kirsten invested in professional video production and regularly captures vertical videos from her classes. The new site features large horizontal videos on main pages and vertical videos on individual class pages, making it easy for visitors to see exactly what a class will be like.
“Jen took the time to truly understand what I wanted — even when I wasn’t sure myself.”
- Kirsten
Visitor Journey.
The site was restructured to serve two distinct visitor journeys: first-time visitors and returning students. We introduced a dedicated welcome page that explains what to expect, what to bring, and how to book. To encourage new sign-ups, we also made Kirsten’s 'first class free' discount code more prominent and easier to redeem. Additionally, we created a single booking page for all classes while also embedding booking options on each class page, reducing unnecessary navigation.
“The entire process was seamless! Jen made everything stress-free and easy to follow.”
- Kirsten
The Results.
The updated website creates a more engaging and intuitive experience, with bounce rate down 23% in the first month
Visitors can quickly understand what Valour Projects is all about, and both new and returning students can book classes with confidence.
By refining the site’s structure, visuals, and messaging, we removed barriers that may have been preventing sign-ups which has resulted in an influx of new students.
Now, Kirsten’s online presence truly reflects her expertise, passion, and the community she’s built.
“The end result is professional and polished, while still reflecting my personality and brand.”
- Kirsten
User Feedback.
Here's what some of Valour Projects' community members had to say about the new website.
“I found it easy to navigate, lots of photos and videos which makes it interesting and gives newbies a snapshot of everything. Nothing really constructive to say, but I think it's great!”
“Love! Easy to work around. Love the layout! And the about page! Easy to navigate :)”
“Looks great! Very easy to navigate and the user experience is super smooth and easy. It's really well put together and I love the aesthetic.”
“New website is great! It looks super professional …”
“…and I love the consistency in your branding, colours and fonts look amazing together…”
“…User experience is great and you really get a sense of your personality. It took me a second to find the list of classes that are on, initially I think it led to a description of each class that you could click on but not the times to book. Once I figured out where that was it was super easy…”
“…Love all the short clips of you and I think you really get an idea of the vibe of your classes from those.”
Client Q&A.
What was it like to work together? Kirsten shares her thoughts.
jen
“What was the process of working with me like?”
“The entire process was seamless! You made everything stress-free and easy to follow, guiding me through each step with clarity. I always felt like I was in good hands.”
Kirsten
Valour Projects
“What surprised you most about working together?”
“How EASY you made everything! Every change, every personalised tweak—done so effortlessly. You took my vague ideas and somehow turned them into exactly what I wanted (or better!). You totally exceeded my expectations.”
“What would you say to someone considering working with me?”
“Do it! You are thorough, professional, and genuinely invested in understanding your client’s needs. You make everything feel effortless while delivering top-quality work. Plus, working with you feels like collaborating with a friend—supportive, easygoing, and stress-free!”
Is it your turn?
Need a website that truly represents you and makes it easy for clients to take action? Let’s talk!
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