As we do with all of our customers, we established a trust relationship both to promote communication and to avoid asking the owners of Excel Dance Center to make decisions without enough information. They trusted us enough to spend the time explaining their problems and what they liked, so we trusted them enough to do a quick mockup of some ideas we had for their website. We created a single page application for them and filled in a bit of their info to illustrate, and they loved it so much they went with that rather than modifying their existing site.
We're generally of the mindset that products need to be kept alive as long as feasably possible, so we certainly didn't push the idea of a website on them. Their existing site was done in WordPress, which, like anything else, has advantages and issues. They didn't often update the text and pictures, so a CMS wasn't something that they were married to. The new design appealed to them because it was much simpler and loaded faster. As we discussed on our blog, single page applications can concede some SEO ranking power for higher conversions- there is less content to get a ranking but the visitors that these pages do get are often more likely to go through the simplified process and sign up or send an email.
We used a few fancy tricks, like our favorite AJAX email form that doesn't require users to leave the page and a great gallery control, but overall we kept the page and images as simple and as small as possible to get the fastest loading times. We also helped the owners of Excel Dance Studio (in Lake Worth, FL) register their business on Google and Bing Businesses so that they'd show up in local searches for dance studios. Finally we helped them identify a few keyword phrases that they wanted to target and used Google Analytics to monitor how their searches were going and help them improve their results.