Building and positioning Développé Danza online

A new dance school in Benicàssim needed to exist online and, harder still, to be found across a whole province. Here is how we approached it, from the website to AI visibility.

We build our own products, but we also take on client work when it fits: businesses that need a real website and a real chance of being found. Développé is a good example, and a useful window into how we work.

The client

Développé is a dance school in Benicàssim, on the Castellón coast. It teaches ballet for children and adults, contemporary, Spanish dance, ballet core, pilates and modern dance. Its founder, María, trained and performed at an international level, and that pedigree, not a marketing slogan, is the honest anchor of the whole project.

The brief was simple to say and hard to do: launch the school online and make it the obvious choice for families across the province, not only in its own town.

The website

We designed and built a fast, mobile-first site from the school's own brand: its palette and marks, a warm editorial type pairing, and clear calls to enrol on every screen. Under the surface it is a static site, so it loads instantly, with the parts a real business needs and many new sites skip:

• Proper legal pages, privacy and cookie handling built for Spanish and EU rules, including consent for minors.
• Structured data (LocalBusiness and FAQ schema) so search engines understand exactly what the school is, where it is and what it offers.
• Clean technical SEO: canonical URLs, sitemap, Open Graph images and a favicon set.

Positioning for the province, not just the town

Benicàssim sits about fifteen minutes from both Castellón city and Oropesa. Most of the potential students live in those towns, not on the school's own street. So instead of a single page hoping to rank for one place name, we built a landing page per target municipality, one for Castellón, one for Oropesa, each with its own honest copy, its own structured data, and an angle that speaks to those families. One town, one page, one clear answer.

GEO: getting found inside AI answers

More and more people do not search, they ask. They type "a good dance school near Castellón" into ChatGPT or Perplexity and take the answer. So we treated AI visibility as a measurable channel, the same discipline behind our product Tripcite.

We measured how the major AI engines, ChatGPT, Perplexity, Gemini and Claude, actually answer dance-school questions for the area, and where Développé was named or missed. That baseline told us the truth: the school is already recognised for its own name and its own town, and the real prize is the wider Castellón conversation. We then built the site so the engines can understand and cite it: clear entity content, an llms.txt brief written for AI crawlers, and the per-town pages above.

The measurement also made the single biggest lever obvious. AI engines lean heavily on Google Business Profile and reviews when they recommend a local business, so a complete, well-reviewed profile is the next step that will move the numbers most. We would rather tell a client that than sell them a page and hope.

The playbook

Développé is small, but the method is the same one we would use for any local or travel business: build something fast and correct, structure it so machines understand it, target the places your customers actually live, and treat AI answers as a channel you measure rather than hope about. The productised version of that last part is Tripcite, our generative engine optimization platform.