Isabella

Marketing website & content platform

Project Information
Back to Sectors

The marketing site is built to convert curiosity into commitment. Video-led throughout, leads visitors through the different ways they can train: on-demand classes, courses and guides in the Online Studio, real-time online live classes, and in-person offerings including week-long Intensives, Retreats, and Late Studios in London. A by-level structure, from Beginner through to Pre-pro and Advanced, lets dancers of any stage self-select into the right starting point rather than facing an undifferentiated wall of content, while testimonials and an Insights hub of interviews, podcasts, and articles build the credibility and community feel that a training platform like this depends on.

The relaunch made an immediate impact. In the week following launch, sessions on the marketing site rose 50% compared to the two weeks prior, with engaged sessions up 47% and average engagement time per session up 16.3%. Direct traffic, often the clearest signal of genuine intent, climbed 33%, while organic social sessions jumped 480%, evidence that the new site was ready to convert attention the moment it arrived.

ISABELLA | Ballet Lessons Online | Mobile Website Design | UI/UX Design | Design | Work | Steve Edge Design

The learning platform itself is where the day-to-day relationship with members actually lives. Structured around three membership tiers, Studio, Ensemble, and Prima, it gives dancers access to a library of over 200 on-demand videos, scheduled online live classes, and a progress tracker that lets members see their journey building across classes, courses, and milestones over time. For members on the mid-tier plan, online live classes are managed through a custom credit system, built entirely from scratch since nothing in the existing plugin ecosystem could handle the booking, deduction, and replay logic Isabella needed, while top-tier members get unlimited access.

One of the most complex pieces of custom development on the platform is the “Create Your Own Plan” tool, a guided, question-led journey that asks members about their training goals, experience, and areas of focus, then builds a bespoke training plan in response. Rather than presenting members with a static, one-size-fits-all schedule, the tool walks them through a series of steps, adapting its output based on the answers given, and lands on a plan that’s genuinely theirs. That plan then feeds directly into the member’s own schedule, turning a personalised recommendation into a real, actionable routine.

The result is a platform that supports Isabella’s community at every level: a marketing site that turns dancers around the world into members, and a learning platform robust enough to track their progress, manage their bookings, and keep them coming back, class after class, milestone after milestone.

Back to Sectors

Share

Previous

Harrods

Next

Pérola Bar, Battersea
Get in Touch

Get in touch by sending us an , giving us a call or completing our form …

YOUR STORY.
BEAUTIFULLY TOLD