CityDance

Training dancers. Inspiring movers. Building a digital home that matches the organization.

CityDance has been a pillar of dance education in the Washington, DC metropolitan area since 1997, delivering high-level training and programming to a broad continuum of dancers—from recreational beginners to pre-professional artists pursuing careers on the world stage. Over the years, the organization evolved into a dual-track model: CityDance Conservatory, offering elite pre-professional training in classical ballet and contemporary dance, and CityDance Studios, providing accessible, community-centered classes for all ages and skill levels across five locations in DC, Maryland, and Northern Virginia. Despite this rich legacy, CityDance faced a significant challenge: its digital presence no longer reflected the caliber and complexity of the organization it had become.

CityDance engaged Back Pocket Media to lead a comprehensive website redesign and SEO strategy aimed at unifying two distinct program identities under one cohesive brand, improving search visibility, and guiding visitors along tailored decision journeys—whether they were families exploring recreational dance classes nearby or serious dancers seeking one of the region’s premier pre-professional conservatories.

We began with a deep discovery process: conducting stakeholder interviews, performing audience research, developing user personas, and auditing the existing site’s content and SEO performance. From there, we built a detailed site map and information architecture designed to serve both program audiences without confusion, followed by wireframes, moodboards, and two full design concept directions. Our work spanned brand positioning, UI/UX design, content strategy and copywriting guidance, SEO technical audits and recommendations, Google Business optimization, schema and microdata implementation, and full WordPress development—including integration with CityDance’s class registration system. A custom video-driven homepage hero, a multi-location map component, and a pattern library extending to print and social media rounded out the final deliverables.

The result is a website that reflects the professionalism and warmth that define CityDance—one that helps serious dance families find their way to the Conservatory’s world-class faculty and performances, and helps local movers of every age and ability discover the joy of dance at a Studios location near them. With a strong SEO foundation now in place, CityDance is positioned to grow enrollment across both programs through both organic discovery and paid channels.

Industry: Nonprofit / Association

Client: CityDance

Website: https://www.citydance.net