Case study: a Stevenage performing arts academy got a site built on its real 28-class timetable and its own photographs, with a hero film and phone-native media, live at warriorzperformingartsacademy.co.uk.
Warriorz Performing Arts Academy in Stevenage teaches dance and performing arts to children and adults. Twenty-eight classes a week, each with its own day, time and age group.
That timetable lived in the academy's booking system and in the heads of the people who ran it. A parent looking for a Tuesday class for a nine-year-old had no single page that answered the question.
A site built on the academy's real 28-class timetable, so every class has its day, time and age group on one page. The academy's own photographs throughout, and a hero film so the first thing a visitor sees is the room and the movement, not a stock image of a studio.
Live at warriorzperformingartsacademy.co.uk.
Parents look for classes on a phone, usually while doing something else. So the film that opens the site was cut for a phone screen: a portrait poster and a small portrait loop, rather than a wide film squeezed into a tall frame.
It was measured on a 390-pixel screen before and after, because a site that looks right on a laptop and wrong on a phone is wrong for most of its visitors.
The academy's existing class-booking system stayed the system of record. The site wraps it and points to it; it never replaces it. A parent books where the academy already takes bookings, and nothing at the desk changed.
That is a rule I keep. The client's working system is the truth, and the site serves it.
Local search, because a class is found by town. The page already carries Stevenage in the right places; the next step is the Google Business Profile finished with the booking link, and then reading Search Console to see which class names people search for, so the timetable page answers those first.
All 28 classes with their day, time and age group, on the academy's real timetable, with its own photographs and a hero film.
To the academy's existing class-booking system, which stayed the system of record.
Because parents look for classes on a phone; the opener is a portrait poster and a small portrait loop, measured on a 390-pixel screen.
Stevenage, and the site is live at warriorzperformingartsacademy.co.uk.
No; the site wraps the booking system it already used.
Yes; request the free audit at conversionforge.co.uk/free-audit or email hello@weareconversionforge.uk.
A free audit, no pitch: whether people find you when they search, what is quietly costing you customers, and what to fix first.