Lina Burduk
Overview of Issues
linaburduk.com sells a single, high-consideration offer: the Dance Movement Workshop "Return to Yourself" — 2 October, London Holborn, £180, capped at 8–10 places. The site is already built the right way for that: one long landing page with anchored navigation, rather than a scattered multi-page store. The content is genuinely strong — the pain-point framing, the explanation of why movement works, the credentials (Roehampton, IPHM/CMA, Institute of Psychology, 20 years as a director-choreographer), and six specific, emotionally credible reviews. The raw persuasive material needed to sell this workshop is all present.
The problem is where that material sits, and where the buying opportunities are. The page is 10.8 screens tall on desktop and 11.6 on mobile, yet the first screen contains no price, no date, no location, no proof and — critically — no button. The first booking CTA appears at 30% scroll depth. The last one appears at 74%. That means the entire closing stretch of the page — the tail of the reviews, the final video, and the whole FAQ block that resolves the last objections — has no way to buy. A visitor who reads to the end and is finally convinced has to scroll back up to act. On mobile there is no sticky booking bar to compensate.
The second cluster of problems is trust at the moment of payment. The booking page is titled "Workshop October 2d" rather than the workshop name used everywhere else, its Description accordion is completely empty (zero characters of content), it carries a delivery line reading "Starts in September" for an October 2 event, and the linked Refund Policy is unedited Shopify boilerplate about returning "unworn or unused" items "with tags, in original packaging" via a "return shipping label" — for an in-person workshop. At the exact point where a buyer commits £180 to a fixed date, every reassurance either contradicts itself or is missing.
Finally, two structural leaks. The homepage ships 13.83 MB across 260 requests — 13.82 MB of that is five autoplaying HD videos — which is a punishing load on London mobile data. And Klaviyo is installed and tracking, but there is not a single email field anywhere on the site: zero forms, zero email inputs. For a business selling dated events with 8–10 seats, everyone who is interested but can't make 2 October is currently lost permanently — when they are exactly the people who should be filling the next date.
Key finding: This is not a content problem — it's a conversion-architecture problem. The page persuades well but doesn't let people act: no CTA above the fold, no CTA in the final 26%, no sticky mobile bar, a checkout page that contradicts itself on dates and has an empty description, and no email capture to hold the demand it can't convert today.
Where to start — highest impact first
- Put a CTA, the price and the date above the fold — currently the first screen asks for nothing.
- Add a sticky booking bar (sticky header on desktop, fixed bottom bar on mobile) so the offer is reachable from any of the 11 screens.
- Add CTAs after the reviews and after the FAQ — the last 26% of the page currently dead-ends.
- Fix the booking page — remove "Starts in September", rename it to the real workshop title, and fill the empty Description with date / time / address / what to bring.
- Rewrite the Refund Policy as a workshop cancellation & transfer policy, and surface it next to the booking button.
- Turn on email capture — Klaviyo is already installed — to hold everyone who can't attend this date.
- Compress the five autoplay videos — 13.8 MB is the single biggest technical drag on mobile.
🔴 No call-to-action above the fold
The first screen contains a title, a subtitle and a hero video with a tagline — but no button of any kind. Measured across the page, the first booking CTA sits at 30% scroll depth. A visitor arriving from Instagram or an ad has nothing to act on until they have scrolled through a third of a 10.8-screen page.
Fix: Place a primary "Book your place — £180" button directly under the hero tagline, with the date and location as supporting micro-copy.
🔴 Price, date and location are all below the fold
The three facts that decide whether this workshop is even possible for a visitor — £180, 2 October, 10:30–13:00, London, Holborn — are not on the first screen. The price in particular appears only once on the entire page, at 50% depth.
Fix: Surface date · location · price as a compact line under the headline. For a dated, local, capacity-limited event these are qualifying facts, not fine print.
🔴 No social proof above the fold
Six specific, credible five-star reviews exist — but the reviews block sits at 77% scroll depth. There is no rating, testimonial line or "X women have taken part" signal anywhere on the first screen, so the page asks for trust before offering any.
Fix: Add a one-line proof element under the hero — a star rating with review count, or a single short pull-quote.
⚠️ No credibility signal until 58% depth
Lina's credentials (Roehampton University Dance Movement Practitioner, IPHM & CMA accreditation, Institute of Psychology diploma, 20 years as a director-choreographer) are a major differentiator in a field full of unqualified practitioners — but they only appear in the "About me" section past the halfway point.
Fix: Promote one credential line to the hero area, e.g. "Roehampton-trained · IPHM & CMA accredited · 20 years' experience".
✅ The value proposition is instantly readable
"A guided practice where movement releases the stress and tension stored in your body" communicates the outcome in one sentence, in under three seconds. It says what it does and what the visitor gets, without jargon.
✅ Correct single-page landing architecture
For a one-offer business this is the right structure: a single long-form page with anchored sections, rather than splitting the story across separate pages where each click leaks visitors. The page order — pain → mechanism → outcome → logistics → credibility → proof → objections — is a textbook persuasion sequence.
✅ Static hero, no rotating carousel
The hero is a single focused video rather than an auto-rotating slideshow. This is the correct choice: one clear focal point, one message, and no content moving out from under the reader.
✅ Announcement bar carries the live date
"Next Workshop 2 October!" sits at the very top of every page, giving immediate temporal context and a light sense of urgency.
🔴 The header is not sticky — navigation disappears after screen one
Measured directly: at scroll position 1,200px the header's top edge sits at −81px, i.e. fully scrolled off screen. The anchor menu (Home · About the Workshop · About Lina · Reviews · Free Consultation) is the primary navigation device on a one-page site, and it becomes unreachable for roughly 90% of the page. There is also no cart or account access once scrolled.
Fix: Make the header position: sticky. On a page this long it is the cheapest navigation win available, and it doubles as a permanent home for a "Book your place" button.
⚠️ No H1 tag anywhere on the homepage
The page contains 21 H2 headings and 11 H3 headings, and zero H1. The main title "Embodied Movement Practice" is not marked as the page's primary heading, which weakens both SEO and screen-reader navigation.
Fix: Promote the main title to a single H1 containing the offer and city, e.g. "Dance Movement Workshop in London — Return to Yourself".
⚠️ Typo in a section heading: "Who its for"
The pain-point section is headed "Who its for" — missing the apostrophe in "it's". It renders at large display size, making it one of the most visible pieces of text on the page. On a premium £180 service, visible copy errors quietly undercut authority.
Fix: Correct to "Who it's for", and proofread the page end-to-end at the same time.
✅ Anchor navigation maps cleanly to the page
Every menu item (About the Workshop, About Lina, Reviews, Free Consultation) corresponds to a real section and scrolls to it correctly. The labels are plain-language and match what a visitor actually wants to check before booking.
✅ Logical, uncluttered menu
Five items, no mega-menu, no dropdown depth, no empty category links. For a single-offer site this is exactly the right level of navigation — nothing competes with the booking path.
✅ Clean, high-contrast premium design
Generous whitespace, a restrained black-and-white palette, an elegant display typeface and strong photography. The visual quality matches a £180 price point and supports the calm, considered positioning of the practice.
🔴 The final 26% of the page has no way to book
The last booking CTA sits at 74% depth. Everything after it — the remaining reviews, the closing video section, and the entire FAQ block (90–97%) — contains no button. The FAQ is where the last real objections get resolved ("Do I need to know how to dance?", "I have old injuries — can I still join?"). A visitor finishes reading, is finally convinced, and is handed the footer. They must scroll back up through four screens to act.
Fix: Add a closing CTA block immediately after the FAQ — price, date, location, button — and one directly under the reviews.
🔴 Consultation links leave the site in the same tab
Both "FREE CONSULTATION" and "BOOK A CONSULTATION" point to calendly.com with no target="_blank". The visitor is navigated off linaburduk.com entirely; if they don't complete the Calendly booking, there is no path back to the workshop page and the session simply ends.
Fix: Open Calendly in a new tab, or embed the Calendly widget inline in the consultation section so the visitor never leaves the page.
⚠️ The free option is offered before the paid one
The first CTA encountered on the page is "FREE CONSULTATION" at 22% depth — eight percentage points before the first "BOOK YOUR PLACE" at 30%, and placed at the emotional peak of the "Who it's for" section. Visitors who are already sold get routed to a free 15-minute call instead of to checkout, adding a scheduling step and a delay to a decision they were ready to make.
Fix: Lead with "Book your place" as the primary action and demote the consultation to a secondary text link ("Not sure yet? Book a free 15-min call") beneath it.
⚠️ Three different labels for the same action
The same destination is labelled "BOOK YOUR PLACE" (×5), "SIGN UP FOR THE GROUP" (×1), and then "ADD TO CART" on the booking page itself. Each rename forces the visitor to re-read and re-confirm it's the same action, and "Add to Cart" reframes an intimate workshop as a retail transaction.
Fix: Standardise on one verb across the whole funnel — "Book my place" — including the button on the product page.
✅ Strong CTA density through the middle of the page
Between 30% and 74% depth there are six calls to action, appearing after each persuasive beat — after the mechanism explanation, after the outcomes, after the logistics, after the credentials. In that stretch the visitor is never more than a screen away from a button.
✅ CTAs are visually unmistakable
Solid black pill buttons with generous padding and uppercase letterspacing stand out cleanly against the white background. There is no ambiguity about what is clickable.
✅ A genuine secondary conversion path exists
Offering a free 15-minute consultation is well judged for a service with real emotional hesitation attached. The concept is right — only its placement and priority need adjusting.
⚠️ The price appears once, mid-page, in body text
£180 is mentioned exactly once across the whole homepage — as the fourth item in a bullet list at 50% scroll depth, set in the same size and weight as the surrounding copy. Price is a primary qualifying fact for a £180 commitment; presenting it as a list item invites visitors to miss it entirely and then meet it as a surprise at checkout.
Fix: Give the price its own typographic treatment in a dedicated offer block — price, date, duration, location, group size — and repeat it in every CTA button label.
⚠️ Russian text burned into the video on the English page
The video in the "How does it work?" section carries the caption "ОТКРЫВАЕМСЯ" hard-coded into the footage, on the English-language version of the site. The site runs a proper EN/RU setup with correct hreflang, so an English visitor in London encountering untranslated Cyrillic reads it as a page assembled from someone else's material.
Fix: Use caption-free footage on the English locale, or serve a version with English captions.
⚠️ Broken list formatting in the key logistics block
In "How does it work?" the labels (Location, Workshop duration, Date) are bulleted list items, but their values (the address, "2.5-3 hours", "October 2, from 10:30 to 13:00") fall outside the list as loose paragraphs. The result is a ragged, half-indented block in the one section carrying the practical details a buyer needs most.
Fix: Rebuild as a clean label/value definition list, or as an icon row: 📅 Date · ⏱ Duration · 📍 Location · 👥 Group size · 💷 Price.
⚠️ Scarcity is stated but never made real
"Only 8–10 spots per workshop" is presented as a static sentence. There is no indication of how many places actually remain, and no booking deadline. Genuine, verifiable scarcity is one of the strongest levers available to a capacity-limited event — currently it reads as marketing language rather than fact.
Fix: Show live remaining places ("4 of 10 places left") or a booking deadline. Only ever display a real number — invented counters are quickly spotted and do more harm than good.
✅ Logistics are complete and unambiguous
Full address (5a Bloomsbury Square, London WC1A 2TA), exact date and time, duration and group size are all published. Many workshop sites withhold the venue until after payment — publishing it upfront removes a real barrier for anyone judging whether they can physically get there.
✅ The main entry objection is pre-empted
"No dance experience needed" is stated prominently in the logistics block and repeated in the FAQ. For a dance-based practice this is the single biggest reason people self-exclude, and it is handled head-on.
✅ Honest scarcity — no fake urgency
The site carries no countdown timers, no artificial "selling fast" banners and no fabricated stock counters. The 8–10 place limit is a real constraint of the format. This restraint is correct and worth preserving.
⚠️ Uneven card grid leaves an orphan
The "Who it's for" section places four pain-point cards into a three-column grid, so the fourth drops onto a second row beside two empty slots. The section that should feel tight and recognisable instead looks unfinished.
Fix: Use a 2×2 grid, or add a fifth pain point to complete the row.
⚠️ Inconsistent card highlighting with no logic
Cards 1 and 3 are filled pink; cards 2 and 4 are grey. All four are equivalent pain statements, so the alternating emphasis carries no meaning and reads as a styling error rather than a deliberate hierarchy.
Fix: Style all four identically, or use emphasis deliberately to lead with the single strongest pain point.
⚠️ The strongest emotional moment routes to a free call
The pain-point section is where a visitor most acutely recognises themselves — and the only button in it is "FREE CONSULTATION", pointing off-site to Calendly. The moment of maximum resonance is spent on a scheduling step rather than on the booking.
Fix: Make "Book your place" the primary action here, with the consultation as a secondary link.
✅ Pain points are specific and recognisable
"You're tired of always having to be the strong one" and "Your mind won't stop, even when your body is exhausted" describe a precise internal state rather than generic stress-relief language. This is the kind of copy that makes the right visitor feel identified rather than marketed to.
✅ The mechanism is explained, not just asserted
"Why will this help me?" explains how the practice works — that the body holds suppressed emotion, and that directed movement signals safety to the brain. Explaining the mechanism converts a sceptical reader far better than promising an outcome alone, and it clearly separates this from a dance class.
✅ Outcomes are concrete and benefit-led
The four outcome cards (release hypercontrol, a sense of support, release of suppressed feelings, returning to yourself) describe states the visitor will experience, not features of the session.
✅ Expectations are honestly managed
"Some cry here… while others laugh sincerely… There is no right or wrong here — any reaction you have is the right one." This directly defuses the fear of reacting "wrongly" in front of strangers — a genuine barrier for this format, handled with unusual honesty.
✅ Exceptional credibility section
A personal origin story (overcoming her son's dyslexia through movement) paired with hard credentials — Roehampton University, IPHM and CMA accreditation, an Institute of Psychology diploma, 20 years as a director-choreographer. Story plus verifiable qualification is the strongest possible combination for a practice-based service.
⚠️ No aggregate rating anywhere on the site
Six five-star reviews are displayed, but there is no summary figure — no "5.0 from 6 reviews", no rating in the hero, no star count near any CTA. A single aggregate line is the fastest-reading trust signal available, and it is currently absent.
Fix: Display an aggregate rating under the headline and repeat it beside the booking buttons.
⚠️ Reviews have no faces and no verifiable source
Each review shows a first name only (TAIS, OLGA, NATALIA…) with no photo, no last initial and no link to an external source. The content is vivid enough to be obviously real, but it is presented in the format most associated with invented testimonials.
Fix: Add participant photos or Instagram handles with permission, or link to Google / Instagram reviews. Even one screenshot of an original message materially raises credibility.
⚠️ Proof is isolated from the buying decision
All social proof lives in one block at 77% depth. None of the six booking CTAs has a testimonial or rating adjacent to it, so at every point where the visitor is asked to commit, the evidence is somewhere else on the page.
Fix: Pull one short quote next to the primary CTA and one into the closing block, so proof and ask appear together.
⚠️ No video or photo content from participants
The site has professional footage of sessions, but nothing from attendees themselves. For an experiential product, a participant speaking about how they felt afterwards is the highest-converting asset available — and it is the one content type currently missing.
Fix: Record short phone-video reactions at the end of the next workshop, with consent. Two or three 20-second clips are enough.
✅ The review content is genuinely excellent
"At the start, my anxiety level was 9 out of 10… By the end, in the wide-open space, I just burst into tears — it felt so good, like I'd found freedom." These describe a specific before-and-after arc with concrete detail. Far stronger than typical five-star filler.
✅ Reviews address the real objections
Several describe initial resistance — "I wanted to run away, there was terrible resistance", "more than once I felt like bailing" — and then the resolution. Testimonials that name the reader's own hesitation and show it being overcome are the most persuasive form of proof available.
✅ Honest, non-uniform voices
One reviewer notes that online sessions differ from in-person ones; another says she still needs time to process. Small imperfections like these read as authentic and raise trust rather than lowering it.
✅ Clean carousel with clear star ratings
The reviews slider is legible, well-spaced, and displays star ratings prominently at the top of each card.
🔴 The FAQ is the last content on the page — and dead-ends
The FAQ sits at 92% depth and is followed directly by the footer. It is the block that resolves the final hesitations before purchase, and the moment it succeeds, the visitor has no button to press. This is the single clearest conversion leak on the page.
Fix: Insert a full closing CTA block between the FAQ and the footer: headline, price, date, location, remaining places, and a booking button.
⚠️ Cancellation and rescheduling are not addressed
The six FAQs cover dance ability, clothing, format, sharing feelings, injuries and the relationship to counselling — but not "what happens if I can't make it?". For a £180 commitment to one fixed date and time, this is among the top questions a buyer will have, and the linked Refund Policy (see block 11) actively fails to answer it.
Fix: Add an FAQ entry covering cancellation, rescheduling and transferring a place to someone else.
⚠️ No answer is visible by default
All six entries are collapsed. A visitor skimming the section sees only questions, and must guess which answers are worth the click. Opening the most important one by default demonstrates the depth and tone of the answers.
Fix: Expand the first question ("Do I need to know how to dance?") on load.
✅ The questions are the right questions
"Do I have to share my feelings with the group? I'm afraid to open up." and "I have old injuries or physical limitations (back pain, knee pain). Can I still join?" are the genuine, specific fears that stop someone booking this format — not generic filler. Whoever wrote these understands the actual hesitation.
✅ A clear ethical boundary is drawn
"Does this replace traditional counselling?" addresses the scope of the practice directly. Setting this boundary openly builds professional trust and protects the practice.
✅ Clean, functional accordion
The accordion is well-spaced, legible and works smoothly — the interaction itself is not a barrier.
🔴 "Starts in September" — for an October 2 workshop
Directly beneath the payment icons, the booking page displays a delivery line reading "Starts in September". The announcement bar, the landing page and the product title all say 2 October. At the precise moment the visitor is deciding whether to pay £180, the page contradicts itself about when the event actually happens.
Fix: Remove or rewrite this line (it comes from the theme's delivery/shipping estimate setting) and replace it with the real event line: "2 October 2026, 10:30–13:00 · London, Holborn".
🔴 The Description accordion is completely empty
Verified directly: the Description block on the booking page contains zero characters of content — only the heading. A buyer who clicks the one element promising more information about what they are purchasing receives nothing at all. Every reassurance the landing page built is absent at the point of payment.
Fix: Fill it with the essentials — what the session involves, date, time, full address, duration, what to bring and wear, group size, and the cancellation terms.
🔴 The product is named differently from the offer
The landing page sells the Dance Movement Workshop "Return to Yourself". The booking page is titled "Workshop October 2d" — a different name, plus a typo ("2d" for "2nd"). The visitor clicks a button for one thing and lands on a page that appears to be selling another, breaking message match at the most fragile step of the funnel.
Fix: Rename to match the landing page exactly: Dance Movement Workshop "Return to Yourself" — 2 October, London.
⚠️ Event details are not repeated at the point of purchase
Date, time, address, duration and group size appear nowhere on the booking page. A buyer who navigated straight here — from a direct link, an ad, or a returning session — sees a £180 price with no indication of what, when or where.
Fix: Show the key event facts as a short block directly above the booking button.
✅ Price is large, clear and tax-inclusive
"£180.00 GBP" is displayed prominently with "Taxes included" directly beneath — no ambiguity and no late surprises.
✅ Instalments offered and clearly explained
"Pay in 3 interest-free instalments of £60.00 with Shop Pay" appears directly under the price. At a £180 price point this is exactly the right place for it, and it meaningfully widens who can say yes.
✅ Rich image gallery with zoom
Twelve images of real sessions and the actual venue, with zoom enabled and thumbnail navigation. Showing the real room answers an unspoken question — "what will I be walking into?".
✅ Breadcrumb navigation present
"Home — Workshop October 2d" gives clear positional context and an easy route back.
⚠️ A required phone number with no explanation
A mandatory "Phone number *" field blocks the booking button — confirmed by testing, which returns "Please fill out this field." Collecting a phone number for an in-person event is entirely reasonable; the issue is that nothing on the page explains why it's needed or how it will be used. An unexplained mandatory personal-data field immediately before payment creates hesitation.
Fix: Add one line of helper text beneath it: "So we can send you venue details and contact you if anything changes."
⚠️ No cancellation or guarantee reassurance near the button
Payment icons are present, but there is no statement of what happens if plans change. For a fixed-date, fixed-place commitment this is the last and largest unanswered objection, and the page leaves it open.
Fix: Place a short line directly under the booking button — e.g. "Free transfer to a future date up to 7 days before" — reflecting whatever policy is genuinely offered.
⚠️ Retail language for an intimate workshop
The button reads "ADD TO CART", and the flow then requires a second step through the cart to reach checkout. For a single-place booking at a guided workshop, this is both tonally wrong and one click longer than necessary.
Fix: Relabel to "Book my place" and consider sending the booking straight to checkout, skipping the cart step.
⚠️ No indication of remaining places
The landing page emphasises that only 8–10 places exist, but the booking page shows no availability at all. The urgency built earlier is dropped at exactly the point where it would be most effective.
Fix: Display genuine remaining availability on the booking page.
✅ Comprehensive payment icons
Eleven payment methods are shown directly beneath the button — Visa, Mastercard, Amex, Apple Pay, Google Pay, Shop Pay, Klarna, Maestro, Diners, Discover, UnionPay. Recognisable payment marks at the decision point are one of the most reliable trust signals available.
✅ Sticky booking bar on mobile
On mobile the product page keeps a persistent bar showing "£180.00 GBP · ADD TO CART" as the visitor scrolls. This is implemented correctly here — and it is exactly what the landing page is missing.
✅ Quantity selector supports booking for two
Attending with a friend is a common pattern for this format, and the quantity stepper supports it without needing to contact anyone.
✅ Large, unmissable primary button
The booking button is full-width, high-contrast and clearly the dominant element in the buy section.
⚠️ "Shipping calculated at checkout" on a workshop booking
The drawer displays "Discounts and shipping calculated at checkout". Nothing is being shipped — this is a place at an in-person workshop. The line introduces doubt about an additional charge at the final step, and signals that the store hasn't been configured for what it actually sells.
Fix: Edit the theme copy to remove the shipping reference, leaving only the discount note.
⚠️ No event reminder or reassurance in the drawer
The drawer shows a product name and price but no date, time or venue, and no cancellation note — a final missed opportunity to confirm the buyer is booking the right session before they commit.
Fix: Add the date and location under the item name, plus a one-line reassurance above the checkout button.
✅ Slide-out cart, no page reload
Adding a booking opens an Ajax drawer rather than navigating to a separate cart page, keeping the visitor in context on the page they were reading.
✅ Clear item controls
Large thumbnail, quantity stepper and a one-click delete are all present and immediately usable.
✅ Total is unambiguous before checkout
"Estimated total £180.00 GBP" with "Taxes included" sits directly above a full-width CHECK OUT button.
✅ Phone number carried through correctly
The phone number captured on the booking page is attached to the line item and visible in the drawer, confirming the data reaches the order.
✅ No promo code field in the drawer
There is no discount box inviting visitors to leave and hunt for a coupon — correctly deferred to checkout.
🔴 The Refund Policy is unedited physical-goods boilerplate
The linked Refund Policy states: "We have a 30-day return policy… your item must be in the same condition that you received it: unworn or unused, with tags, and in its original packaging… we'll send you a return shipping label." This is Shopify's default template for clothing, applied to a £180 in-person workshop. A visitor checking what happens if they can't attend finds text about unworn items and shipping labels — which answers nothing and signals the business hasn't set up its own terms.
Fix: Replace it entirely with a workshop cancellation policy covering: the refund window, whether a place can be transferred to a future date, whether it can be given to someone else, and what happens if Lina cancels. Link it beside the booking button.
⚠️ Contact address is a personal Gmail account
The published contact address is linaburdukdmt@gmail.com. The business owns linaburduk.com, so a branded address is available at no additional cost. For a premium-priced service, a generic Gmail is a small but persistent credibility discount.
Fix: Move to hello@linaburduk.com (or similar) and use it consistently across the site, policies and Instagram.
⚠️ The footer is nearly empty
The footer contains only an Instagram icon and four policy links. There is no contact email or phone, no venue address, no business identity and no newsletter signup — despite the footer being where visitors instinctively look for exactly those things.
Fix: Add contact email, the Holborn venue address, a short line about the practice, and an email signup.
⚠️ Accreditations are never surfaced as trust signals
The accreditations (IPHM, CMA, Roehampton, Institute of Psychology) are real and meaningful, but they appear only as a plain text list inside the About section. They are never shown as badges, never repeated near a CTA, and never used in the footer.
Fix: Display accreditation logos as a small trust strip near the booking CTAs and in the footer.
✅ All required policy pages exist and are reachable
Privacy Policy, Refund Policy, Terms of Service and Contact Information are all published and linked from every page. The framework is in place — the Refund Policy simply needs its content rewritten for the actual service.
✅ Full venue address published upfront
5a Bloomsbury Square, London WC1A 2TA is stated openly before purchase, letting visitors confirm they can get there. This is a real trust signal for an in-person event.
✅ Cookie consent handled properly
A compliant consent banner with Accept, Decline and Manage preferences options is implemented — appropriate for a UK/EU audience.
✅ Active Instagram presence linked
The Instagram profile is linked from the footer, giving visitors an independent channel to verify the practice is real and ongoing.
🔴 No sticky booking bar on the landing page
Verified by scrolling: the only fixed element on the mobile homepage is the header group, which scrolls away. Across 11.6 screens of content there is no persistent way to book, and the CTAs that do exist are concentrated between 30% and 74% depth. Mobile is where most Instagram traffic lands, and it is currently the weakest part of the funnel.
Fix: Add a fixed bottom bar showing "£180 · 2 Oct" with a "Book my place" button, appearing after the first screen. This is the highest-impact mobile change available.
⚠️ Body text is 15px — below the comfortable reading minimum
The base font size is 15px against a 16px recommended minimum. On a page with this much long-form emotional copy, undersized text increases reading effort and drop-off before the visitor reaches the sections that persuade.
Fix: Raise base mobile font size to 16px and review line height for the long text blocks.
⚠️ 13 of 38 interactive elements are under 44×44px
A third of the sampled tap targets fall below the 44×44px accessibility guideline — including the language switcher at 62×38px. Small targets produce mis-taps and frustration, particularly in the header.
Fix: Increase padding on undersized links and controls to meet the 44px minimum.
✅ No horizontal overflow
Document width measures exactly 390px against a 390px viewport — no sideways scrolling anywhere, which is a common and irritating failure on long landing pages.
✅ Standard hamburger menu
The mobile menu uses the expected hamburger pattern in the expected position, with the cart and language switcher remaining accessible in the header.
✅ Sticky booking bar on the product page
The booking page keeps a persistent "£180.00 GBP · ADD TO CART" bar visible while scrolling — correctly implemented, and proof the theme already supports the exact pattern the landing page needs.
✅ Swipeable image gallery
Product images swipe naturally with thumbnail navigation and zoom, matching native mobile expectations.
✅ No intrusive full-screen popups
Nothing blocks the mobile screen on arrival beyond the required cookie banner, which is appropriately sized.
🔴 13.83 MB homepage — 13.82 MB of it video
The homepage loads five autoplaying, looping videos. Two alone account for 7.80 MB and 6.02 MB. They are served at HD-720p and HD-1080p bitrates while being displayed at roughly 550–1080px wide. Because the videos autoplay, the browser downloads them in full regardless of the preload="metadata" setting. On London mobile data this is a substantial download and a real battery cost, and it is by far the largest technical drag on the site.
Fix: Re-encode all five to match their display size (720p maximum, lower bitrate, H.264/WebM) — this alone should remove roughly 80% of the weight. Then lazy-load any video below the first screen so it only downloads when scrolled into view.
⚠️ 260 requests on a single-page site
260 network requests, including 156 JavaScript files, is high for a one-page landing site. Each adds connection overhead, and the effect compounds on mobile networks.
Fix: Audit installed apps and remove any not actively used; each typically injects its own scripts into every page.
⚠️ Only 4 of 10 images are lazy-loaded
Six images load immediately on page load even though most sit well below the fold, competing for bandwidth with the content actually on screen.
Fix: Apply loading="lazy" to every image below the first screen.
✅ Fast server response
The server responds in 100ms and first contentful paint occurs at 468ms. The underlying hosting and theme rendering are quick — the weight problem is content, not infrastructure, which makes it very fixable.
✅ Videos are muted with poster images
All five videos are muted and carry poster frames, so autoplay isn't blocked by browsers and something meaningful renders before playback begins.
✅ No layout-shifting third-party widgets
The page is free of the injected banners and badge widgets that commonly cause content to jump around during load.
⚠️ The page title is just "Lina Burduk"
The title tag is 11 characters and contains no service, no location and no offer. Someone searching "dance movement therapy London" or "somatic movement workshop London" has nothing to match against. The title tag is the single most influential on-page SEO element, and here it only works for people who already know the name.
Fix: Rewrite to something like "Dance Movement Workshop London | Embodied Practice — Lina Burduk" (under 60 characters).
⚠️ No Event structured data
This is a dated, priced, located, ticketed event, but the page carries only Organization schema. Adding Event markup would let Google display the date, venue, price and availability directly in search results, and make the workshop eligible for event-specific listings.
Fix: Add Event schema with name, startDate, location, offers (price, currency, availability) and organiser.
⚠️ 9 of 10 images have no alt text
Only one image on the homepage carries a meaningful alt attribute. This weakens accessibility for screen-reader users and removes image search as a discovery channel for a highly visual practice.
Fix: Write descriptive alt text for every image, describing the scene naturally.
⚠️ No H1, and 21 H2s with no hierarchy
With no H1 and 21 sibling H2 headings, the page presents no structural hierarchy to search engines or assistive technology — every section appears equally important.
Fix: Set one H1, then demote supporting headings to H2/H3 to reflect the actual content structure.
✅ Strong, well-written meta description
"Dance Movement Therapy (DMT) with Lina Burduk is a profound psychological practice that uses movement to help you process emotions, relieve stress, and restore…" — keyword-relevant and genuinely descriptive, at a near-ideal length.
✅ Correct multilingual setup
Hreflang tags are properly configured for x-default, en and ru, with matching sitemaps per locale and the correct lang attribute. Bilingual SEO is implemented properly here, which is frequently done wrong.
✅ Complete, valid sitemaps
Sitemaps are present and correctly structured for products, pages, collections and blogs across both locales.
✅ Organization structured data present
Valid Organization schema is implemented, giving Google a base entity for the brand.
🔴 Klaviyo is installed — but there is no email capture anywhere
Klaviyo's tracking scripts load on every page, yet a sitewide scan finds zero Klaviyo forms and zero email input fields. The only forms present are the cart and the currency switcher. The business is paying for and loading an email platform that is collecting nothing.
For a business selling dated events with 8–10 places, this is the most consequential gap on the site. Every visitor who is interested but can't make 2 October — wrong date, not ready to spend £180 today, wants to bring a friend next time — leaves with no way to stay in contact. They are exactly the people who would fill the next workshop, and they are currently lost permanently.
Fix: Add email capture offering real value — "Get first access to the next workshop date" — in the footer, as a section after the FAQ, and as a gentle exit-intent popup. Then connect a simple flow: welcome email, the story behind the practice, and an announcement when the next date opens.
🔴 No follow-up path for visitors who don't book today
With no email capture there can be no abandoned-checkout recovery, no nurture sequence and no waitlist. The workshop runs on specific dates with limited places, so the gap between "interested" and "able to attend this date" is the normal case rather than the exception — and nothing currently bridges it.
Fix: Build a waitlist for sold-out or unsuitable dates, and enable Klaviyo's abandoned-checkout flow for anyone who reaches the cart without paying.
⚠️ No live chat or messaging channel
There is no chat widget, WhatsApp link or messaging option. For an emotionally sensitive £180 purchase, prospective participants frequently have one specific private question ("I'm 58 — will I be the oldest?", "I've had a back injury") that they won't book a Calendly call to ask.
Fix: Add a WhatsApp or Instagram DM button — a low-effort channel that suits the personal nature of the practice.
⚠️ No lead magnet for visitors who aren't ready
There is no free resource — a short breathing practice, a guided movement video, a grounding exercise — to convert an unready visitor into a contact. Currently the only two options are pay £180 or book a call.
Fix: Offer a short free practice video in exchange for an email. It demonstrates Lina's method directly, which is the most persuasive possible preview.
✅ Analytics and ad tracking correctly installed
GA4, the Meta Pixel and Shopify Analytics are all present and firing. The measurement foundation for running and optimising paid social — the natural channel for this offer — is already in place.
✅ Klaviyo already integrated
The platform is installed and tracking on-site behaviour, so enabling email capture is a configuration task rather than a new integration.
✅ No fake urgency tactics
No countdown timers, no fabricated stock counters, no "12 people are viewing this" widgets. The scarcity communicated is real, which suits the positioning and builds durable trust.
✅ No intrusive popups on arrival
Visitors aren't interrupted before they've seen anything. The right move is to add a well-timed, genuinely valuable capture — not to abandon this restraint.
Stores on our CRO approach grew Total Sales +19%
The fixes in this report aren't theory — they're the same conversion levers we implement for the stores we work with. Here's the Total Sales curve from a store running our approach versus the previous period:
Total Sales over the period: $168,636 — +19% vs the prior period. Solid line = current (our approach), dotted = before.