RL Dance Company

  The Strategic Website Design Roadmap



Robyn is a dance instructor with a passion for helping people of all ages come together through movement. She came to me when she needed to have her logo updated to reflect the new dance classes she was offering through her business. The project then expanded to include a new website design and marketing materials.

Robyn's had a basic website template, but needed something that would support her big goals, including allowing students to purchase classes from her website, hiring other instructors and moving into her own studio space. I worked with her as she refined how to market her growing business and the best route for students to book classes.

THE process:

We started this project from scratch. Robyn had a basic website template that did not fit her brand or allow her the functionality she needed.

We began with a mood board that gave direction to the project. I then outlined the pages we would be creating so Robyn could write her copy and we could work together to source stock image for the website.

I mocked-up the major pages for Robyn to review and we refined the design over strategy calls. Once the design was approved, I developed each of the pages, including different pages for different class options.

I also built the eCommerce side of the website, including rotating classes for Spring, Summer, and Fall with templates and inventory systems so Robyn could easily track how many students were enrolled.

Before launch, I tested the entire website and made sure the mobile version of the website reflected the desktop design.

Since launching, I continued to partner with Robyn on website updates and marketing efforts as her business grew.


  • Squarespace website
  • Custom banner image
  • eCommerce
  • Linking with local community course website


Robyn has continued to update her website and saw big growth in her business. Since launching the website, she moved into her own studio space, was able to stop teaching classes through other services that made her work difficult, hired an assistant instructor to free up her time, and coached the Rhythm Xpress team at the Special Olympics in 2017.

  • Website Visits up 185%
  • Unique Visitors up 215%
  • Pageviews up 178%
  • Began email list
  • Opened own studio
  • Hired assistant instructors

"Samantha is very personable and to me and my business and really made me feel like she cared about my passion and my goals. 

Samantha is very knowledgeable about website design and made me feel like she would work with me to help me reach my goals for my business.

She saved me a lot of time and headache because I didn't have to spend time figuring out things. Also, she has a great turnaround and will help me to stay on track by sending me timeline prompts to keep our project moving. 

Samantha really works with you to make sure that your design really reflects your business. She makes you feel like it's okay to say that you don't like something and is happy to make changes. She really understands how hard it is to let go of aspects of your business and put something as important as the face you present to the world in someone else's hands. And she does not take her role lightly.” 

Like what you see and want to work together?