Footsteps needed to upgrade their website into a modern, engaging digital presence that would more effectively convert visitors into qualified leads.

With their new website, Footsteps is now a lead generating machine. They have the capability to share private resources with their members around Australia through their user-friendly teacher portal as well as provide an engaging and fun user experience that mirrors the offline personality of their dance classes.

The challenge

Footsteps had recently developed new branding assets, and wanted to modernise the website style to align their digital presence with their new branding. Footsteps had a content-heavy website that forced their audience to work to find the information they were after.

The message Footsteps was trying to share was slightly confusing and detached. To help them generate more sales-ready leads, they needed to focus their messaging, improve the user experience and clearly display the value of their dance classes.

The solution

To help Footsteps attract the right audience and then convert that audience into a qualified, sales-ready lead, we transformed the website into an optimised sales funnel; each step of the buyer’s journey leads logically to the next. We achieved this funnel through streamlined content and engaging calls-to-action on each page.

Every aspect of the build, from functionality, to content, to menu structure, is based on our UX design strategy. We cultivate a detailed understanding of what Footstep’s buyer personas need to know to become a qualified lead.

Once we had our conversion optimised structure with valuable content, we implemented it all into a colourful, fullscreen, dynamic layout that represents the fun personality and brand of Footsteps’ dance classes.

The impact

The new website and user experience has been a resounding success. The visitors are finding the new Footsteps website more engaging, with the new calls-to-actions, PDF downloads and dynamic booking forms resulting in a substantial increase in consistent conversions, even throughout the summer school holiday period.

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