The problem with most class descriptions
Open most dance school websites and you'll find class descriptions that look something like this:
"Ballet for 3–5 year olds. Tuesdays 4–4:45pm. £40 per month."
This is information. It is not persuasion.
It tells a parent when the class is and how much it costs. It says nothing about why they should choose your ballet class over the one at the studio down the road.
What parents actually want to know
When a parent reads a class description, they're asking themselves a handful of questions:
- Is this right for my child?
- Will my child enjoy it?
- Will they be safe and well looked after?
- Will this teacher understand my child?
- Is this worth the money?
Most class descriptions answer none of these. The best ones answer all of them.
The anatomy of a great class description
Start with the benefit, not the fact.
Instead of "Ballet for 3–5 year olds," try: "The perfect first introduction to dance for little ones aged 3–5."
The information is the same. The framing is entirely different.
Paint a picture of the experience.
"Our pre-school ballet class is designed to be the most fun 45 minutes of your child's week. We use stories, games, and age-appropriate exercises to build confidence, coordination, and a love of moving to music - all while your child is simply having the time of their life."
Now a parent can imagine their child in the room.
Address the parent's anxieties.
"We keep classes small (maximum 10 children) so every child gets individual attention. Our teacher, Sarah, has over a decade of experience working with young children and holds a full enhanced DBS check."
Include social proof if you have it.
A single sentence from a happy parent - "My daughter absolutely loves this class and has grown so much in confidence" - Sophie, mum of Lily, age 4 - does more work than any description you could write yourself.
End with a clear call to action.
"Spaces fill quickly each September. To reserve your child's place or to come along for a free taster session, get in touch today."
A word on length
Don't be afraid of length. A parent deciding whether to spend £40/month and two hours a week on a class for their child will read every word of a well-written description. The risk isn't that you say too much; it's that you say too little to overcome their hesitation.
The SEO bonus
Longer, specific class descriptions also help your Google ranking. "Ballet classes for 3-5 year olds in Reading, Berkshire" on a dedicated class page is exactly the kind of content Google rewards with higher rankings.
Two birds, one stone.