Client: The Studio School of Dance is a family owned dance studio that was forced to convert to a virtual dance school during the pandemic. 

Challenge: The Bio of the business owner is generally the first, and possibly the only bio which clients will read. As such, the copy needs to wow the reader right away, as if it is the only thing they might see on the website. This was especially important at the time of publication as the dance school was facing the difficulty of going virtual during the pandemic and possibly losing students to quarantine.   

Solution: I chose to lead with the many years the school has been in business in order to establish credibility and gain trust from the reader. I then spotlighted the owner’s accomplishments and celebrity work to showcase her impressive reputation. I added a touch of nostalgia at the end to further reach the audience and remind them of the deeper benefit of choosing this dance school.

Copy: Vanessa Gutierrez is the proud owner/operator of The Studio School of Dance, now in its 16th year of business. Through her hard work and passion for dance, Vanessa has overseen The Studio’s incredible growth over the years and has propelled hundreds of children into the beautiful world of dance. As a young child, her dance teacher remarked that Vanessa was “born to dance,” and dance she did! In fact, those words proved to be the impetus for her career as a competitive dancer, and today as a studio owner. Over the years, Vanessa has won numerous dance competitions, been invited to perform nationally, and even worked with celebrities. Today, Vanessa continues to dance and choreograph professionally -most recently working with Mario Lopez who used Vanessa’s choreography in a major worldwide advertisement. Her biggest joy, however, can be found within the walls of her thriving dance studio, where Vanessa’s ultimate goal is to provide her students the same environment that brought her so much happiness growing up.