Case Study: Dance For All

A spectrum of services for a hub of expertise

Tagline + Web Copy + Marketing + Strategy + Blogging + Website Management + Print + Press

About Dance For All

Founded in 1985, Dance For All is Scotland’s premier dance college and hub of expertise, providing over seventy weekly child, teen and adult dance classes alongside their full-time professional training course – the longest running course of its kind in Scotland.

Dance For All has been one of my regular clients since 2007, trusting me with managing their online presence, designing their marketing strategy, writing successful press releases and crafting their print and web copy.

I’m ecstatic to have made a significant contribution to cementing their reputation:

their student intake is the highest it’s ever been, drawing students from across Scotland and the UK;

their college and pupil stage shows sell out;

many of their classes carry waiting lists;

their 1,800+ Facebook fans are engaged and growing steadily, with organic post reach hitting over 10,000 people per month with over 5,000 people engaging with our posts;

 their website users are steadily increasing, currently averaging 2500 unique users per month, which is comparable to their competitors;

 and they have so many college course applicants, they now have to hold at least three audition days each year.

At present, we’re collaborating on a new student prospectus and marketing strategy for their weekly dance classes, alongside our regular and cyclical work.


Work highlights since 2012 onwards include:

  • writing, editing and formatting over 20,000 words of web copy + numerous blog posts;
  • writing sales copy, such as: show teasers, prospectus, leaflets, flyers, letters and emails;
  • providing marketing strategy and promotional content;
  • writing blog posts and interviewing college alumni;
  • design, build and management of their WordPress website;
  • providing social media strategy and content;
  • gathering feedback and testimonials;
  • writing successful news releases and landing several feature articles in local press;
  • coining their tagline Hub of Expertise.

Click the tabs below for more details on each highlighted project.

Reference available on request.


Tagline & Key Phrases

As a renowned college, with a forty year history of training professional dancers, and a dance school providing adult, child and teen weekly classes, I recommended that having an all-encompassing tagline would be a great way to tie Dance For All’s offerings together.

Many of the college tutors also teach their weekly classes and each tutor has extensive qualifications and experience. There was also a diverse range of eighteen dance and performance genres taught, across both college course and weekly school classes.

A number of brand key phrases were incorporated into the new copy and repeated throughout their website and marketing materials, such as:

  • weekly classes: expert dance tuition; exhilarating dance classes;
  • hone your dancing skills; exhilarating dance experience; numerous health benefit;, Achieve, Perform, Excel;
  • college course: decades of experience; officially Approved Centre for teacher training; the only vocational dance college in Scotland to…; performing opportunities for every student; long, varied and successful dance career; longest-running course of its kind in Scotland.

Ultimately I wanted to have a short ‘umbrella’ phrase that encapsulated everything Dance For All offered, how it feels to be part of their community and their esteemed reputation. The final choice was:

Dance For All, Hub of Expertise.

Website Re-brand, Copy & Build

In 2013 Dance For All decided they needed a complete overhaul of their online presence, starting with a new website. We turned to WordPress.

The new copy needed to include concrete facts and sell to a variety of people within their target market, such as:

  • potential professional dance students & course fee-payers;
  • adults of any age and ability considering dance classes {from beginners to advanced};
  • children and teenagers wanting to attend dance classes and their parents who were looking for expert tuition.

Project-managing the build, I carried out layout and formatting, ensuring their new website would:

  • be responsive to different screen sizes and mobile friendly;
  • have straightforward navigation and integrate with social media;
  • be interactive, dynamic and have longevity;
  • feature strong visual and written communication;
  • be in tune with their brand, both aesthetically and philosophically.

Over 20,000 words of engaging copy were accommodated across thirty web pages, plus an initial twelve blog posts were written and the pre-2013 news archive collated. As chief writer, my role was to insure the copy:

  • appealed to the above diverse segments of my client’s market;
  • was compelling, engaging, factual and authentic;
  • was clear, reader-friendly and in tone with the rest of the college’s communications;
  • effectively sold all the features and benefits of the client’s courses and classes;
  • represented the staff, school pupils and college students & alumni;
  • matched and built upon the client’s reputation and ethos;
  • would grow their community and their business;
  • stood out from the competition.

Averaging 2500 unique users per month {comparable to their competitors}, Dance For All’s website ranks on page one of Google UK for numerous niche-specific search terms, including:

“dance classes Edinburgh” (3rd on page one of Google UK)

“adult dance classes” (1st & 2nd on page one of Google UK)

“dance training Scotland” (3rd & 4th on page one of Google UK)

“professional dance training” (2nd & 3rd on page one of Google UK)


Want a web-savvy writer who crafts magnetic copy? Get more enquiries and sales from your ideal clients – let’s collaborate!

Evergreen Web Articles

When the opportunity arises, I create evergreen articles, designed to sell Dance For All’s offerings and drive traffic through insightful, balanced posts. For example…

Dance health, dance classes in EdinburghDance Health

Following my successful press release on the health benefits of dance {which landed a double-page feature}, I used the research to craft an evergreen article, for Dance For All’s website, which spoke to prospective customers who wanted to know why they should bother taking up a dance class. This page ranks 8th – 13th in UK search engines.


Audition Tips, dance audition tips articleAudition Tips
Without actively putting on any pressure on readers to apply to Dance For All’s college course, I encouraged budding professional dancers to research all the colleges which they wanted to apply to. I also gave hints on being prepared for the audition day and collated a list of questions to ask prospective colleges – with Dance For All’s answers to use as comparisons. Finally, I sourced YouTube videos were young dancers and experienced tutors from Australia, USA and the UK gave their tips. Once posted, I invited Dance For All’s tutors to leave their advice in the comments.

Over 1400 words, formatted in WordPress, including embedding the videos. This post ranks 3rd in Google UK search engines for the term “dance audition tips”.

Graduate Interviews


As part of Dance For All’s campaign strategy to promote their course to potential students and fee-payers via their blog, I conduct interviews with their graduates, discussing their experience of life and work after college.

Sales Copy for Mailouts

My assistance with Dance For All’s ongoing strategy to promote their college course has included:

  • a flyer with direct-response copywriting, where 3000 words of college course copy were distilled down to just 100 persuasive words communicating the core features and benefits of their course to dance teachers, budding professional dancers looking for full-time training and their parents and carers – the fee payers;
  •  500-word sales letters and emails targeting dance schools and dance teachers across Scotland, promoting Dance For All’s college course – scripts were created to be used time and again during pivotal months, such as the audition season.

Want sales copy that converts? Let’s collaborate!

Successful Press Releases

Using medical research, upcoming events, notable news and graduate & student stories, I’ve crafted compelling news releases which sparked enough interest from local journalists to warrant full-page feature articles in local newspapers with readerships 154,000 and up and a lead article in a renowned industry magazine, Dance Today.

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Jill_Morton_Mid_Adv2 Jane1





Want to magnetise your local press? Let’s collaborate!

Read more: Dance For All Website Re-brand, Copy & Build

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