Lina Burduk
Verdict: linaburduk.com sells exactly one product — a £180 Dance Movement Workshop ("Return to Yourself", Friday 2 October, London Holborn, 8–10 places). But it is built as a 15-page multi-page Shopify store, with two empty collections, a blog, and a second, unrelated business living on the same domain. For a single high-ticket workshop, this architecture works against you at every step.
The good news is unusual. The homepage copy is genuinely strong. The value proposition is clear, the "who it's for" section is sharp, the outcomes are well articulated, and there are six detailed, emotionally credible testimonials plus six substantial FAQ answers that handle the real objections. The credentials are real too — Roehampton University Dance Movement Practitioner, IPHM & CMA accreditation, an Institute of Psychology facilitator diploma, and 20 years as a director-choreographer. Most audits have to recommend writing this material from scratch. Here it already exists.
The problem is the conversion architecture around those words. There is no call-to-action, no price and no proof above the fold. A cookie consent dialog covers the hero on the very first visit. Every "Book your place" button sends the visitor away from that strong copy onto a bare default Shopify product page with an empty description — no date, no address, no places-left — carrying stale copy that reads "Starts in September" for an October workshop. There are no analytics or advertising pixels of any kind, and zero email capture anywhere on the site, despite Klaviyo being installed and loading on every page. Mobile LCP measures 6.6s against a desktop score of 100/100.
This report shows exactly what the one-page version should look like, why each section exists, what it costs, and what we need from you to build it.
The first screen is a headline, a byline and a photo — no button, no price, no date, no rating. The first real CTA sits well below the fold. Visitors who decide in the first three seconds have nothing to decide with.
Fix: CTA + price + proof above the foldA centred cookie consent dialog dims and blocks the entire hero the moment anyone arrives — on mobile it occupies roughly 55% of the screen. This is the literal first impression for 100% of first-time visitors, including every click from a paid ad or an Instagram link.
Fix: slim bottom banner, non-blocking"Book your place" and "Sign up for the group" both point to a default Shopify product page whose description field is completely empty — 0 characters. No date, no time, no address, no what's-included, no places-left, no refund terms. All the persuasion built on the homepage is discarded at the exact moment of purchase.
Fix: booking box inline, same pageStale copy left on the checkout-critical page directly contradicts the announcement bar, the homepage and the product title itself. For a dated, one-off event this is the most damaging possible error: it makes a buyer doubt they are booking the right thing, at the exact second they reach for their card.
Fix: one source of truth for the dateNo Meta Pixel, no GA4, no Google Tag Manager, no TikTok pixel — only Shopify's built-in reporting. You cannot retarget anyone, cannot build lookalike audiences, cannot see which channel produces bookings, and cannot optimise a single advert. Any money spent on ads today is unmeasurable.
Fix: GA4 + Meta Pixel + Conversions APIKlaviyo's script loads on every page, yet there are zero email inputs on the entire site — no embedded form, no popup, no exit-intent, no waiting list. For a £180 considered purchase almost nobody books on a first visit, so every one of those visitors is lost permanently. The tool is already paid for and doing nothing.
Fix: capture form + welcome flow/pages/contact reads "Placeholder heading / Placeholder text / Placeholder source". /pages/bread-course reads "Placeholder heading / Placeholder text / Placeholder button". The blog's only post is titled "Test article" with "Placeholder label". All publicly reachable, all in the sitemap, all indexable by Google.
/pages/about-me is a gluten-free baking CV — founder of a Ukrainian gluten-free bakery, trained by pastry champions — and /pages/courses sells three bread-baking courses. A visitor researching a therapeutic movement practitioner who lands on either page finds a pastry chef instead. It fractures credibility precisely where trust is being built.
Measured via Google PageSpeed Insights: mobile LCP 6.6s, FCP 2.8s, Speed Index 5.5s, Performance 68. Desktop scores a perfect 100 — so the fault is specifically the mobile hero image plus 148 JavaScript files across 237 requests. Most traffic to a workshop like this arrives on a phone, from Instagram.
Fix: compress hero, defer scriptsThe homepage has 0 H1 tags and 21 H2s. The <title> is literally "Lina Burduk" — no "Dance Movement Therapy", no "London", no "Workshop". Nobody searching for the service can find it, despite a well-written meta description that describes it perfectly.
A mandatory phone field blocks the booking button with no explanation of why it's needed or how it will be used. Demanding a phone number before payment measurably reduces completion — and unexplained, it reads as a privacy risk to a first-time visitor.
Fix: collect post-purchase, or justify itA typo ("2d" rather than "2nd"), a double space, and a URL handle that says something else entirely — /products/1-group-session-in-london. The title is also unmarketable: it never says it is a Dance Movement Workshop, where it takes place, or how long it runs.
"Only 8–10 spots per workshop" appears exactly once, mid-homepage. It never appears beside a booking button, and never on the product page at all. Genuine, honest scarcity is the strongest lever this offer has, and right now it is wasted.
Fix: places-left beside every CTAThe reviews are detailed, specific and emotionally convincing (TAIS, OLGA, NATALIA, KATERINA, YANA, VIKTORIA), but they carry zero photographs, no star ratings, no dates and no review platform behind them. As a result they read as marketing copy rather than as verifiable proof.
Fix: photos + stars + review app/collections/dance-movement-therapy-london and /collections/online-sessions-dmt both render "0 products — No products found", complete with a filter and sort interface. Both sit in the public sitemap. The second also implies online sessions exist, which nothing else on the site offers.
Inside the benefits block, a "Read more" link points at / — it silently reloads the homepage and discards the reader's scroll position. Anyone who clicks it is thrown back to the top, mid-consideration.
The homepage is long — problem, benefits, credentials, six reviews, six FAQs. Once a visitor scrolls past a CTA there is no persistent way to book. On mobile especially, a reader finally convinced at the FAQ has to scroll back hunting for a button.
Fix: sticky bar with price + places leftThe header carries a country picker listing Australia, Japan, Canada, Singapore and thirty more — every one of them displaying GBP £. For an in-person workshop in Holborn this is pure clutter: it adds header weight and implies the offer can be attended from anywhere.
Fix: remove it, keep the EN/RU toggleThe og:image URL begins http:// rather than https://. Several platforms silently drop insecure preview images, so links shared to Instagram, Facebook or WhatsApp can appear with no image at all — on what is most likely the primary traffic channel.
A clear value proposition, a sharp "who it's for", a credible explanation of why the practice works, four articulated outcomes, six substantial testimonials, and six real FAQ answers covering the actual objections — dancing ability, what to wear, whether you must share feelings, injuries, and whether it replaces counselling. Most audits have to recommend writing all of this. Here it exists and simply needs rearranging.
Keep & reuse verbatimRoehampton DMT Practitioner, IPHM & CMA accreditation, Institute of Psychology diploma, 20 years choreography. Shop Pay instalments are already live (3 × £60 on a £180 booking), alongside a full payment-icon row, breadcrumbs on the product page, complete footer policies, correct canonical and hreflang tags, a CLS of 0, and a free 15-minute Calendly consultation as a low-friction entry point.
A strong foundation to build on
