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Bachata School – Clearer Words, Better UX

From cluttered copy to a clear, conversion-driven site in just one evening

This was a full UX writing and content-structure sprint. I reviewed the site end to end, mapped pain points, and rewrote the key sections so newcomers could quickly grasp the offer, check pricing, and contact the coaches. The result was a friendlier site that's easier to scan and act on.

Bachata case study hero
Hero section of the Bachata website. While the client chose to keep some UI elements to their own liking, the implemented changes significantly improved both UX and overall appeal.

Project in a Nutshell

My role

UX Writing and Review, IA cleanup, microcopy & CTA design, and refinement of EN localization

Timeline

One evening: review → proposal → second-pass QA

Tools

Google Docs (spec + rationale), Tilda (site platform), Figma (quick comps)

Audit UX Writing IA / Structure CTA & Forms Localization (EN)

Challenge

No access to the client's Tilda account, so all changes had to be documented in a clear, reproducible spec with reasoning and examples. After the client shipped updates, I ran a second-pass QA to catch gaps and ensure nothing critical was missed.

Objective

Make the site quick to scan and act on in one sitting: refine the information architecture, clarify offers, simplify pricing and schedules, streamline booking flows, and craft approachable English copy that feels professional to newcomers.

Highlights

  • Mapped pain points and rewrote hero, value prop, pricing, FAQs, and CTAs.
  • Consolidated scattered info, reducing cognitive load on key pages.
  • Refined CTA hierarchy and clarified contact/booking paths.
  • Delivered a Google Doc playbook with before/after copy, rationale, and notes.
  • Ran a QA check after implementation to verify fixes.

Outcome

  • Onboarding feels smoother: visitors find info & pricing faster with fewer clicks.
  • Stronger first impression: polished English microcopy boosts perceived professionalism.
  • Clearer paths to action led to more inquiries and new student enrollments.
  • The site now feels like a friendly invitation rather than a puzzle.

Changes made transparent

All recommendations were kept in one structured Google Doc: a screenshot with quick mark-ups, the original text, and the proposed version right underneath. If a change required a strategic choice, I provided 2-3 focused variants. Otherwise, one clear option kept momentum and avoided “too much choice” paralysis. The client could review, decide, and implement quickly.

Spec doc: annotated screenshot with arrows → current copy → proposed revision
Flow example: marked issues, suggested fixes, added notes – structured feedback that kept us on time.
Spec doc: headline and CTA alternatives with rationale
I worked section by section and prioritized core flows such as trial classes and venue info.
Spec doc: final proposed copy with notes for implementation
The impact was visible right after the first edits. The landing instantly felt clearer and more inviting.

Before → After Highlights

To demonstrate the impact of my UX writing and design, I've selected three key areas of the site. Each example shows how vague, inconsistent, or hard-to-scan sections were turned into clear, user-friendly experiences that help visitors act with confidence.

Before: Primary Flow

Before — hero and primary flow
  • • No clear “Book Now” button
  • • Heavy, less approachable wording
  • • Inconsistent card sizes and layout
  • • Hard to scan for quick decisions

After: Primary Flow

After — hero with Book Now and improved microcopy
  • • Added “Book Now” button
  • • Changed “Package” to “Pass” (playful and familiar)
  • • Unified card sizes for consistency
  • • Refined wording, structure and introduced bullet points

Before: Info Block

Before — dense information block
  • • Large, uniform text blocks
  • • No visual emphasis, hard to skim
  • • Key details hidden in long paragraphs

After: Info Block

After — scannable info with emojis and bolding
  • • Added relevant emojis for easier parsing
  • • Shortened text for better readability
  • • Highlighted key details in bold for quick scanning

Before: Key Points / Benefits

Before — key points/benefits section
  • • Weak or missing headings
  • • Long lines with little rhythm
  • • Text felt non-native and harder to grasp

After: Key Points / Benefits

After — clearer benefits with strong headings
  • • Added strong, visible headings
  • • Rewritten for clarity & tone
  • • Simple, natural phrasing made it much easier to understand

Impact

In one evening, the site became clearer, friendlier, and more action-oriented. The rework removed friction points, made key information easier to find, and gave the school a stronger, more professional online presence. Most importantly, the changes led to more student inquiries and sign-ups, as contacting the coaches and booking a class became simple and obvious.

  • Usability: Clearer CTAs, consistent layouts, improved scanability across sections.
  • Clarity: Simplified language, less ambiguity, structured content flow.
  • Consistency: Unified card sizes, headline patterns, and CTA styles for a professional look.
  • Actionability: “Book Now” paths made visible and emphasized throughout.
  • Accessibility: Beginner-friendly phrasing with reduced jargon.
  • Business Impact: Easier booking process led to more class enrollments (client-reported).

Learnings

This project was another reminder that sharp UX writing can change a product in a matter of hours, not weeks. By tightening the structure, making sections easy to scan, and designing CTAs with intent, the site shifted from overloaded to clear and action-focused.

  • Structure & scanability: sections should be easy to grasp at a glance.

  • Specific CTAs: buttons like “Book now” reduce hesitation and guide users through the main path.

  • Small, surgical edits: tweaks to headings, card sizes, and microcopy can have a big impact.

  • Spec-first workflow: clear “before → after” docs speed up implementation even without CMS access.