Dance Makers Ballroom Studio
Website Redesign & Local SEO Case Study
First 3 Months After Launch
Project Overview
Dance Makers is a long-standing ballroom dance studio located in Edmond, Oklahoma. For more than 30 years, the studio has served the local community by offering private dance lessons, group classes, and weekly social dance events for adults of all experience levels.
This project included a full website redesign and local SEO strategy built on WordPress, focused on improving usability, performance, and search visibility.
The studio’s previous website had become outdated and difficult to maintain. Large image files caused slow loading times, and the system required a developer to make even simple updates. As the studio continued to grow, they needed a modern website that would clearly explain their services while making it easier for potential students to explore classes and upcoming events.
The goal of the redesign was to create a website that felt welcoming, informative, and easy to navigate while improving search visibility for people looking for dance classes in the Edmond and Oklahoma City area.
Performance & Search Visibility
Within the first few months of launch, the site began appearing regularly in Google search results for local dance-related queries. This shows the website is beginning to rank for relevant searches related to dance lessons and ballroom dancing in the Edmond and Oklahoma City area.
Search Performance
- Total Clicks: 224
- Total Impressions: 9,750
- Average CTR: 2.3%
- Average Position: 11.9
Top Search Queries
- dance makers
- dance makers edmond
- adult dance classes edmond ok
- ballroom dancing okc
- dance lessons edmond ok
What These Numbers Mean
These early results show the site gaining visibility across thousands of searches for dance-related services in the Edmond and Oklahoma City area.
For a local business, this kind of search visibility matters because it means potential customers are discovering the studio while actively looking for dance lessons nearby.
Several of these queries are already ranking within the top 10 search results, helping new students find the studio at the moment they are searching for services.
Client Interactions
Website analytics show strong engagement from visitors exploring the studio’s offerings.
The most visited pages include the home page, event calendar, contact page, wedding dance lessons, and group dance lessons. This suggests that visitors are actively exploring classes, events, and next steps before reaching out to the studio.
These engagement metrics show that visitors are not only finding the website through search but are also spending time learning about the studio’s services.
Website Activity
- Users: ~1,000
- Sessions: 1,721
- Engagement Rate: 53.6%
- Average Engagement Time: 53 seconds
The Challenge
The original website faced several common issues that many small businesses encounter.
Slow page loading caused by oversized image files made the website frustrating to navigate. The studio also had limited ability to update their own content, making it harder to keep information current without developer help.
The site also struggled to clearly highlight classes, events, and instructors, and the outdated design no longer reflected the welcoming atmosphere of the studio.
In addition to these usability issues, the studio wanted a website that could better support local search visibility so potential students could discover dance classes in Edmond and Oklahoma City more easily.
The Approach
The redesign focused on creating a WordPress website that balanced clear information, approachable visuals, and strong technical performance.
The structure of the site was carefully organized so visitors could quickly understand the types of dance classes available, upcoming events and social dances, instructor backgrounds, and how to get started with lessons.
Because many visitors are first-time dancers, the design needed to feel welcoming and easy to navigate, especially for older adults who may be less comfortable navigating complex websites.
The site was rebuilt on WordPress, giving the studio a flexible platform that allows them to update content independently while also making it easier for search engines to understand the studio’s services.
Key Improvements
Key Design & Development Features
The new website includes 18 custom-designed pages built specifically for the studio’s needs.
Features include instructor profiles with interactive image cards, a downloadable monthly dance calendar, an interactive event calendar with class and event details, mobile-friendly responsive design, image optimization for improved loading speed, and a local SEO page structure designed to improve visibility in Google search and map results.
Performance Improvements
Technical performance improved during the redesign.
PageSpeed testing now scores the site at 62 on mobile and 94 on desktop. Image optimization and improved page structure allow the site to load significantly faster than the previous version while maintaining a visually engaging design.
Faster load times improve the experience for visitors and also help support stronger search visibility over time.
A Website the Studio Can Manage
One of the most important improvements for the studio was the ability to manage their own content.
Staff can now update the dance calendar, add upcoming events, and adjust class information without needing a developer for routine updates. This makes it much easier for the studio to keep the website current as schedules change.
The Result
The final website reflects the welcoming and community-focused personality of the studio. Clear navigation, friendly imagery, and structured information make it easy for visitors to learn about classes and events while encouraging them to take the first step toward learning to dance.
By combining thoughtful web design, strong site structure, and local search optimization, the site now acts as a true extension of the studio itself — helping new students discover the community that Dance Makers has built over the past three decades.
The website now serves as both a marketing tool and a reliable source of information for new and existing students.