An illustration of a woman with black hair smiling, with a speech bubble that says, "I've had a influx of new students". Behind her are two laptops displaying a website for a fitness or wellness brand called Valour, with images of women exercising and promoting movement and mental health.

Dance Client Case Study

Studio Website Redesign

Making booking easy, showing off the classes, and bringing the studio’s vibe online.

  • Full redesign

  • Colour palette

  • Strategic copy overhaul

Valour Projects

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Valour Projects +

Close-up of a woman with dark hair and tan skin, smiling broadly and showing missing teeth.
Signature-style text reading 'Kirsten Ocampo' on a black background.

Director + Choreographer
VALOUR PROJECTS

The CLient

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: Dance + fitness + mental wellness

  • Audience: People looking for fun, supportive classes

  • Services: Group classes, creative projects, corporate wellness

The Challenge

Kirsten’s classes were already popular, but the DIY website for Valour Projects wasn’t working the way she needed it to. Together, we identified three key problems:

  • The business had outgrown the website and it no longer accurately communicated her brand.

  • Without photos and videos, it was hard for visitors to get a feel for the classes, the energy, the skill levels, and Kirsten’s teaching style. We suspected this lack of clarity was discouraging new students from booking.

  • Functionally, the site layout made it hard 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.”
Signature-style text reading 'Kirsten Ocampo' on a black background.
A website homepage for Valour featuring black and white and color images of diverse young women, fist bump graphic, and sections about strength, courage, and co-founders Catherine Coker and Kirsten Ocampo.
Website homepage for Valour, an organization dedicated to raising awareness of mental health through art, featuring a large image of a person's arm and hand, a video section titled "Our latest upload," and links to social media platforms.

The Goal

INCREASE ENROLMENTS BY:
Embracing the brand, bringing the classes to life, and simplifying booking for new and returning students.

  1. Brand that Pops

We refined the colour palette, chose a bold, impactful font, and added repeated motifs to bring the Valour Projects vibe online.

“The website looks professional and polished while still reflecting my personality and brand.”
Signature of Kristen Ocampo in black ink on a white background.
Homepage of a fitness center called Valour with images of people participating in yoga and dance classes, promoting mental wellness and physical fitness classes, with booking options and client testimonials.

2. Show the Classes

Video became the hero. Horizontal videos on main pages and vertical clips on class pages let visitors see exactly what a class is like, helping them feel confident about joining.

“Jen took the time to truly understand what I wanted, even when I wasn’t sure myself.”
Signature style text reading 'Kirsten Ocampo' in black on a transparent background.
Laptop and smartphone displaying a jazz/folk dance class webpage with a woman in a dance studio performing a high kick and smiling.

3. Make Booking Easy

Two visitor journeys: new and returning students. Added a friendly welcome page, highlighted the first-class-free offer, and simplified booking.

Laptop screen displaying a webpage for booking dance classes, with two photos of happy dancers practicing in a studio. The webpage contains sections for booking, payment, package deals, and what to bring, including a subscribe box for new updates.
Website homepage of Valour offering dance and fitness classes in Wellington, featuring a group fitness class in session with instructors and participants.

Results

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Feedback

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Results + Feedback +

Results

  • An influx of new student bookings

  • Bounce rate down 23% in the first month

  • Booking is now quick, clear, and stress-free

  • The site now reflects the studio’s brand

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...”
“Love! Easy to work around. Love the layout! And the about page! Easy to navigate :) ”
“Very easy to navigate and the user experience is super smooth and easy. It's really well put together and I love the aesthetic.”
“…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.”
“…Love all the short clips of you and I think you really get an idea of the vibe of your classes from those.”
“New website is great! It looks super professional…”

Client Feedback

What was it like to work together? Kirsten shares her thoughts.

What was the process of working with me like?

DanceGeek designer Jen Linney with dark hair in a bun, wearing glasses and a pink top, smiling against a teal background.
“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.”
A woman with shoulder-length black hair smiling and looking at the camera.

What surprised you most about working together?

Smiling woman, DanceGeek designer Jen Linney, with glasses and dark hair pulled back, wearing a pink shirt, against a teal background.
“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.”
A woman with black hair smiling.

What would you say to someone considering working with me?

DanceGeek designer Jen Linney, a woman with short dark hair, glasses, and a pink shirt smiling against a teal background.
“Do it! Jen is thorough, professional, and genuinely invested in understanding her client’s needs. She makes everything feel effortless while delivering top-quality work. Plus, working with her feels like collaborating with a friend — supportive, easygoing, and stress-free!”
A woman with long black hair smiling widely

Start your project

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Start your project +

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dance website Design

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