Is Your Dance Studio's Website Costing You Students?

What Parents Really Want from Your Studio Website (Hint: It’s Not Pointe Shoes)

Your website might look pretty… but is it actually doing its job?

This week on the Dance Principles United podcast, Amanda and Bec pull back the curtain on one of the most overlooked tools in your business: your website. It's meant to be your 24/7 enrolment assistant, but if it's cluttered, outdated, or hard to navigate, it's probably costing you students.

Let’s unpack what parents actually want when they land on your homepage — and how to turn your website into an enrolment machine.

1. Your Website Isn’t for You

The biggest mindset shift? Your website isn’t for your current families. It’s not a place for notices, timetables, or galleries of elite dancers doing insane tricks.

Your site is for new families who are checking you out for the first time. Their attention spans are short. They’re probably holding a glass of wine in one hand, cooking dinner, and wrangling kids while scrolling on their phones. They want ONE thing: a quick, clear way to see if you’re a good fit for their child and how to book a trial.

2. What Parents Actually Want to See

Forget the pointe shoes, the dramatic lighting, the scary facial expressions. Here’s what converts:

• Smiling, happy kids having fun - especially in the age group their child belongs to
• Simple categories by age (e.g. Preschool, Years K-2, Years 3-4)
• A bright, obvious button that says "Book a Free Trial"
• A clean, modern design that feels professional

Parents are looking to see themselves reflected in your studio. Not dancers from another world.

3. What to Leave Out (Yes, Really)

You might be super proud of your full-time qualifications and your Level 7 Jazz program, but for a new parent, it’s all noise.

Here’s what to cut:

• Long bios of teachers (no one’s reading them)
• Complex class names like "Superstar Jazz" or "Bronze Level Tap"
• Outdated links and pages (we’re looking at you, 2022 timetable)
• Forms with too many fields or credit card requests
• Links that send people straight into your software (too overwhelming!)

Amanda and Bec agree: less is more. Keep it simple. Make it human.

4. Make Booking a Trial Stupidly Easy

This is your website’s entire job. Don’t hide the trial info in a dropdown. Don’t ask for an essay. Don’t redirect people to a login portal they’ve never seen before.

You need one big, bright button that says: BOOK A FREE TRIAL (or whatever your trial offer is).

And when they click?

Ask for name, email, phone number. That’s it.

No credit cards.

No commitment.

Just a simple opt-in to start the convo.

5. Check It From a Parent's POV

Bec shared a great story: she was looking for a basketball class for her son, Phoenix. She checked out three websites. Two didn’t show preschoolers on the homepage, so she assumed they didn’t cater to that age and didn’t even read further. One showed kids his age. That’s the one she chose.

Moral of the story? Parents don’t dig. They make snap decisions.

So check your site like you’re a:

• Preschool parent
• Primary school parent
• Busy mum doing 14 things at once

Can you find the info you need in 5 seconds? Is it obvious what to do next?

6. Give Your Website a Regular Glow-Up

Your website is not a "set and forget" project. Amanda and Bec recommend auditing it every term or so. What feels outdated? What could be easier?

Even they’re in the middle of a big Dance Principles United site refresh. Why? Because it was feeling tired. If your site hasn’t had a revamp in years, it’s probably time.

Pro tip: Ask someone outside of the dance world to try navigating your site. Their confusion is your opportunity to improve.

Your website doesn’t need to win design awards. It just needs to do its job:

Make parents feel safe, seen and welcomed

Make booking a trial easy

Get out of their way

If it’s been a while since you gave your site a proper check-up, now’s the time. Scroll like a parent. Simplify what you can. Lose the fluff.

And don’t forget - if you want more of these gold nuggets delivered weekly, come join the Dance Principles United Tribe. Podcast listeners get 2 weeks free.

Join the Tribe

Until next time, keep it simple. Keep it kind. And keep making your magic.

With love,
Amanda & Bec