website copy
This was, simply put, a dream project from start to finish. After learning everything there is to know about Bella, her company, Danse L’Amour, and the purpose behind her work as a dance instructor, I am basically her number one fan.
Keep reading to learn more about Danse L’Amour and how we brought her dream website to life.
the client
the brief
Bella Johns is the founder of Danse L'Amour– a wedding dance lesson business that offers couples a chance to create something truly special as part of their wedding planning experience.
Bella started the company after her time in ballroom world showed her an obvious gap in the industry: there were very few instructors who truly enjoyed working with couples the way she did. She wanted to create a space where ballroom dance felt approachable, and where couples felt comfortable and celebrated.
With a deep commitment to helping all couples craft a personalized dance that tells their unique love story, Danse L'Amour provides lessons that go beyond teaching steps—they offer an experience. Whether in-person or via Zoom, each lesson is tailored to fit the couple’s personalities, wedding theme, and vision, making every dance unique.
Bella came to me with a clear vision for the brand and its services, but struggled to convey Danse L’Amour’s unique value through the website copy. While the brand had built a loyal following on social media, their website didn’t reflect the level of personalization, joy, and connection that sets their dance lessons apart.
Bella needed website copy that could communicate the heart of their services—helping couples feel confident and connected on the dance floor—while also appealing to their target audience of engaged couples preparing for their big day.
They wanted to elevate their brand in the competitive wedding industry and needed copy that was clear, concise, and reflective of their fun yet professional approach to teaching.
The Process
As part of the research phase for this project, I did some digging into Bella’s history as a dancer, a few of the couples she’d worked with in the past the story of Danse L’Amour (she founded the company as part of a start-up incubator program!)
To create website copy that truly reflected the heart of Danse L'Amour, my focus was on capturing the unique emphasis on personalization, joy, and romance that Bella and her instructors offer to couples. The copy needed to not only showcase the business’s expertise in crafting unforgettable first dances, but also convey the deeper connection and intimacy that dance brings to relationships.
These were my focuses while writing the site:
Personalized Messaging
The copy needed to emphasize how no two love stories—or dances—are alike, highlighting the bespoke nature of Danse L'Amour’s approach. Unlike some first dance choreographers, every Danse L’Amour lesson is tailored to the couple’s vision, ensuring that their first dance reflects their personalities and relationship.
Prioritizing Clarity and Ease
One of Bella’s goals was to make the decision-making process easy for potential customers. The copy was structured to clearly outline the different service packages, what couples can expect at each stage of their journey, and how the lessons fit into the broader wedding experience.
Celebration of Love in All Forms
This phrase is Danse L’Amour’s motto, and it lent itself so well to the overall romantic, welcoming vibe I was going for with the copy. To reflect the inclusivity of the brand, I wanted the copy to love in all forms and emphasize Danse L’Amour’s mission to make every couple feel comfortable and confident, regardless of their experience level or background.
The Final Product
I want you to stalk the full site so you can get the full story, there are a few key pieces of copy that are some of my favorites.
The Home Page Hero
In our conversations and in past interviews, Bella has referred to wedding dances as a way to put your memories to rhythm. This has become one of the brand’s commonly used phrases throughout their marketing, and I thought it made the perfect headline.
Ideal Client Qualifiers
I wanted to appeal to the emotions of the ideal client, and one thing Bella said her and her instructors her often is clients talking about the nerves that come with dancing in front of a crowd on their wedding day. Bella wanted to create a comforting, safe space on the website immediately, before people even convert to clients, so they knew that Danse L’Amour’s chief focus is helping couples feel confident and worry-free on their wedding day.
Emphasis on Unique Choreography
One of the unique selling points that Danse L’Amour has is its commitment to one-of-a-kind choreography. The instructors create dances specifically for couples based on larger details like their skill level, all the way down to the most minute details like the shoes the couple plans to wear on the big day. This is mentioned in several places throughout the site, including this Mini About section on the Home Page.
stalk the website
Designed by Tiff Cheng
Upon seeing the first draft, Bella had this to say:
“I am completely enamored with what you've written!!!! I literally only had one note.... no joke.”
After I made that one (singular) revision, the site went live– go see the good stuff for yourself 👀
the brand story
Bella’s personal history with dance, and with the ballroom dance industry in particular, provides a unique context to Danse L’Amour. Beyond just a love of dance, Bella has a passion for inclusivity for wedding couples specifically, and wanted that mentioned throughout the site to help her stand out from other choreography studios.
