Whenever I get an inquiry from a potential client who works in an industry I’ve never written a website for, I squeal. The Ballet Room was no different. Nostalgia immediately flooded in—I used to dance when I was very little, the career was fleeting—and I jumped at the chance to work with the extremely talented, Royal Academy of Dance Certified Ballet Expert, Amy Gall.

The Client

Amy Gall has been dancing since the young age of three years old, and she hasn’t stopped since. She’s the sweetest soul, the most lovely client, and no doubt the best, most qualified dance teacher in all of British Columbia.

(While I can’t say that last part for certain—she’s never taught me ballet—the reviews from her past students, and the parents of her past students, lead me to believe that it’s 100% true.)

The Project Details

There were 4 main points Amy really wanted to come through via her website copy:

1) Dance classes may be for the kids, but parents play a huge role.

It was important to us to appeal to the parents of the students she’s hoping to teach, and to convey how important it is for those parents to be willing participants in the dance careers of their children—from driving them to competitions, to helping with their ballet buns, to determining the right classes for them.

2) Ballet is the foundation of all dance.

Amy is classically trained in ballet, and she believes that all students should learn ballet first, in order to be successful at any other element of dance they may choose to pursue.

3) Dancers will be able to succeed to their fullest potential at The Ballet Room.

We wanted to ensure Amy’s readers know that she is dedicated to her dancers’ success, especially since many students choose to stick with one dance studio for the entirety of their career. We also wanted to reiterate that communication with (and cooperation from) parents is a vital to

4) The Ballet Room is not for everyone.

Like all website copy projects, my #1 goal is to attract the right people, and repel the wrong ones. On Amy’s website, we chose to go with a very direct approach: outlining who The Ballet Room is a good fit for, and who it may not be the best fit for.

My Favorite Part

As soon as Amy told me the story of how she chose the name “The Ballet Room” for her dance studio, I knew it deserved a moment on her About page—and I knew it’d become my favorite element of her website copy.

(You know I can’t resist a good story.)

Amy’s Review

“I had no idea what to expect going into this project, as it is my first website, but after finishing our time together, I know I could not have done it without Sara! Before working with her, I was overwhelmed by my website copy, now I feel so relieved. If you’re considering hiring her – well, stop considering, and hire her.” — Amy Gall, The Ballet Room

Want to stalk the site?

Check out the full website at www.theballetroom.com – and see for yourself how peaceful, genuine, and beautifully simple it is. To me, it feels like exactly what a ballet studio’s website should be.

[Design by V&Co, website copywriting by me.]

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If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

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