Redesign a website

for Dance Expression dance school

Dance Expression case study video
Play Video about Dance Expression case study video

The Brief

Dance Expression is a thriving dance school near Malton, North Yorkshire.  They already had a website but it had become outdated and they were looking for a website that they could show to existing and prospective pupils with pride.  The existing website consisted of one page which over time contained such a vast amount of information it had become completely user-unfriendly.  The owners wanted to present a wealth of information to their pupils and parents in an organised way to reduce the amount of admin time they spent answering common questions raised via phone or email.

The Approach

Website layout

The first thing to tackle was the structure of the website.  Dance Expression delivers over 120 dance, gymnastics, singing and drama classes per week to different age groups.  We needed to address the fact that people could be searching by class type, the time the class is held, or by the age of their child.

We produced a prototype of the website redesign in Adobe XD for the client to sign off on before the design took place.

We also added an interactive timetable which is easy to filter for what you are looking for and fully functional across tablet and mobile devices. Dance Expression find this easy to use and update themselves.  They didn’t want customers to be able to book classes directly from the website as they wanted to ensure that children were placed in the correct classes based on ability.

Each genre of dance then got its own page with detailed information about the lessons and who they are for and information regarding times gets pulled from the timetable onto each individual class page.

The site redesign

As an existing business, Dance Expression already had a logo and they are renowned locally for their ‘hot pink’ branding.  As soon as you set foot inside the dance studios you can’t help but notice what a young, fun place it is, it has a real buzz about it and we were keen to capture this vibrant energy in the website.  We embraced the hot pink but moved away from the previous black background to a fresh, modern, white background. The ziz-zag design throughout was inspired by a gymnast’s ribbon and the minimalist design was influenced by the popular ballet classes.

“We are so pleased with how well Vinx Creative have captured our brand. They really got who we are and what we are about. We love the design and feel it reflects the business and the team really well. The images show people exactly what it’s like behind the doors.”

ANNA BAGGALEY, Principal of Dance Expression

The Result

The new website has played an important role in taking Dance Expression’s brand to the next level.  The team feel confident in updating the website themselves and using it to promote seasonal special events such as concerts and holiday clubs.  They spend a fraction of the time that they used to answering emails about classes and the timetable thanks to the information now displayed on the website.  They attract returning visitors to the site through their exciting blog ‘In the Spotlight’.

Vinx Creative designed our Dance Expression website from scratch. Emma took the time to listen to our values, our business vision and exactly what we wanted to portray with our website. We were blown away by the design, it’s bright, fun and friendly – which is exactly what we wanted. Emma guided us through the process at every step and was very patient with us as we navigated working on the website alongside our very busy roles.

We wouldn’t hesitate to recommend Emma, she is great to work with, a fountain of knowledge and her attention to detail means nothing is missed.

Our website now is a fantastic hub for new and current families thanks to Vinx Creative.

Anna Baggaley

Principal of Dance Expression
Anna Baggaley, Dance Expression headshot