Website of the figure skating studio "Snegir" on its own CMS + photos and SEO support

About the project

The Snegir figure skating studio needed a bright and lively website that shows the atmosphere of training and performances, helps parents quickly understand the schedule, prices and coaches, and is also well indexed in search engines for queries about figure skating classes. We developed the website on the customer’s unique PHP-CMS, set up a convenient section structure, conducted a series of professional photography at the skating rink and built SEO promotion: semantics, texts, internal optimization, work with regional visibility.

Business problem

• To create a convenient and emotional website for parents and children interested in figure skating.
• Implement layout and logic on an existing unique CMS in PHP without switching to standard engines.
• Show the studio through live visuals: photographs from training, demonstrations and competitions.
• Collect a semantic core and set up SEO promotion for the queries “figure skating for children”, “figure skating school” and regional specifications.
• Provide convenient management of news, schedules and trainer galleries from the admin panel.

Technical solution

• The main page with a bright hero: a photo from the skating rink, a key offer and buttons “Sign up for a trial lesson” and “Find out the schedule”.
• Section “About the studio” with history, mission, description of the approach to training and group levels (beginner, sports, choreography, etc.).
• Catalog of trainers with personal cards: photos, regalia, achievements, work experience, group schedule.
• Block “Schedule and subscriptions” with tariffs and a convenient table of classes (output from CMS).
• Photo galleries from training, performances and competitions: selected best shots taken by our photographer.
• News and announcements of starts, training camps and exhibition performances, managed through the admin panel.
• Forms for registering for a trial lesson and call back with validation and notifications to the administrator’s email.
• Adaptive layout for mobile: the site is convenient for parents to view from their phone right at the skating rink.
• SEO-optimized landing pages for key queries: “figure skating for children in [city]”, “figure skating section for beginners”, etc.
• A separate section with answers to popular questions: age for starting training, equipment requirements, medical certificates.

Technologies

• Backend: a unique self-written CMS in PHP (MVC architecture, own template system).
• Frontend: adaptive layout in HTML5/CSS3, native JavaScript for forms and galleries.
• Integration of photo galleries with convenient loading and automatic image resizing.
• Image optimization (WebP, lossless compression) and lazyload for photo galleries.
• SEO: collection and clustering of semantics, setting up CNC URL, meta tags, Organization, BreadcrumbList and Article micro markup.
• Setting up application logging and basic analytics (page views, applications, traffic sources).

Results

• The studio received a modern website that reflects the atmosphere of the ice and demonstrates the work of coaches through live photographs.
• Increase in organic traffic for requests about figure skating in the region after the launch of SEO work and content filling.
• Increasing the number of applications for trial classes from the site thanks to clear forms and an emphasis on CTAs.
• Studio administrators can independently publish news, update schedules and add new photos without the help of developers.
• The site has become the main digital showcase of the studio: it is used for announcements of competitions, demonstration performances and group recruitment.

Customer review

“It was important for us to show not just a list of services, but a live studio - children on the ice, coaches, emotions. Photography and the new website did a great job with this. It has become easier for parents to find us in searches and sign up for a trial lesson online.”