Hello Studio Owners! Having personally combed through thousands of dance studio websites, I’d like to share some insights for improving your website to attract new customers and satisfy existing customers. Let’s dive into the lessons I’ve learned for amplifying the effectiveness of your online presence, focusing on what works based on the diverse audiences your dance studio caters to.

Know Your Audience

Understanding the distinct needs of your audience is the cornerstone of a successful dance studio website. Let’s delve into the specific requirements of two primary audience segments:

How To Attract New Customers

Prospective clients exploring your website are on a journey to discover your offerings and get a feel for your studio space. Make their initiation effortless by focusing on the following:

• Accessible Drop-in Classes:
  • Feature popular styles like ballet, jazz, or hip-hop in easily accessible drop-in classes.
  • Showcase a diverse range of classes on the homepage, exemplified by websites like Dance Universe in Royal Palm Beach, Florida.
• Free Class Incentive:
  • Attract new customers by offering a free class incentive, encouraging them to experience your studio firsthand. Vlad’s Dance Company in Richmond Hill, Ontario provides an excellent example of this. 
• Easy Contact Information:
  • Simplify the process for potential clients to reach out by prominently displaying easy-to-find contact information. Fierce Dance Academy in New Castle, Delaware, has a Contact page with address, phone number, email, submission form, links to social media, plus a chat bot, giving visitors multiple ways to engage. 

How to Satisfy Existing Customers

Your current customers, the backbone of your studio, are primarily seeking scheduling information. This includes details on weekly class calendars, competition schedules, recitals, and important studio events. Ensure that this vital information is in the navigation, on the homepage or easily accessible from the homepage. While most studios will use the best real estate above the fold on the homepage to attract new customers, having scheduling information right below the fold provides a good experience for your existing customer base. Dance Industry Performing Arts Center in Plano, Texas shows key events at the bottom of the homepage, and uses a “Schedule/Enroll” tab to speak to both existing customers and new customers. 

The Crucial Focus: Taking the First Step

While the details about dance styles, class offerings, commitment levels, competition involvement, and testimonials are undoubtedly important, the real key lies in prioritizing easy access to the initial step. Whether it’s scheduling a trial class, exploring studio space, or contacting your studio, this accessibility is paramount for attracting and retaining various audience segments.

Conclusion

In the competitive realm of dance studios, a well-crafted website is your gateway to success. By understanding the unique needs of existing and potential customers and emphasizing easy access to the first step, your website can become a powerful tool for engagement and conversion. Learn from successful examples like Allegro Dance, and embark on the journey to create a website that resonates with your diverse audience, ensuring the continued growth and success of your dance studio.