Case study · Swim school · 2026
Blue Fin is a family-run swim school in Port Melbourne. We redesigned its website and moved it from Squarespace to WordPress, built around what parents need: the right class for their child, clear enrolment and term information, and a warm sense of the family behind the school.
The brief
Blue Fin’s owner felt the old Squarespace site was doing the school a disservice. Parents needed to understand the program, find a suitable class and take the next step without a phone call.
The direction from our first workshop: present Blue Fin as a boutique, family-operated school rather than a corporate chain, with one clear pathway from babies to the swimming squad.
Babies to squadone clear swimming pathway
WordPressmoved from Squarespace
Family Portalenrolment and accounts one click away
Loomfeedback rounds, applied page by page
What we did
Clear information for busy parents, and the warmth of a family business that knows every child by name.
From a first gentle water experience through school-age levels to the squad, explained step by step.
Blue Fin’s story, teaching philosophy and an Our Team page with every teacher.
Class information, joining steps and the Family Portal, easy to find on every page.
Welcome Pack and Swimming Social Story downloads to help children feel ready.
Term dates, policies, parent resources and page-specific FAQs in one place.
Enquiry, feedback and baby-lesson forms, each asking the right questions.
On the site
Our program
Our squad
About us
Our team
Parent information
Term dates
FAQ
Family Portal
Join us
Inside the site
The homepage, the program, the family story and the squad.
Who did what
Blue Fin knows its families. We turned that into a website that does the explaining.
Supplied the photography, copy, team details and feedback by Loom video.
How it came together
A workshop on the brand and the parent journey, then a fixed quote.
Every key page on staging, two weeks after the materials arrived.
Feedback by Loom video applied page by page, including a new Our Team page.
Launched on the school’s domain, followed by a training session.
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