Project Overview: I spearheaded the 2024 redesign of Dance Fusion’s website to address issues with the outdated 2015 WordPress site, which had an obsolete theme requiring JavaScript knowledge to update. Clients struggled to locate information and view the site on mobile devices, and the site was unable to track with Google Analytics. The overall business objective was to modernize the site's layout, landing pages, and sitemap, implement CTAs and forms, and integrate Google Analytics for performance tracking, ensuring a responsive design on all devices, especially mobile. I had full creative freedom on the project, with the client's main priority being to minimize costs for the redesign.

Strategic Wordpress Redesign: I began this project by consulting with the client and researching UI/UX best practices, SEO strategies, competitors, and landing page design. I rewrote all website content, implemented new visual content, designed a new sitemap, condensed pages, and incorporated Google Analytics. The new site was also designed to be easily updated and edited by any Dance Fusion's staff members; therefore, I integrated the Avada theme/website builder with the Wordpress CMS. To achieve the client’s objective of a more cost-effective site redesign, I strategically combined Dance Fusion’s two existing websites (dancefusionaz.com and dancefusionyouthacademy.com) into one and transitioned to a Managed WordPress subscription. This move streamlined content updates and reduced annual GoDaddy and WordPress fees by over 50%.

Achievements: Client feedback has been overwhelmingly positive, with praise for the site's modernized look and mobile-friendly design. The new website received many inquiries from our CTA contact forms on launch day and continues to get weekly submissions. Additionally, the new website is more cost-effective, and we can now track performance to gain further insight into our audience.