DJ For Your Day built a school. We built what's around it.

DJ For Your Day is a wedding DJ company in Burlington, Vermont. Then they decided to teach what they know: the Academy, self-paced Wedding Mastery training and certification for working DJs.

The curriculum was theirs. Our job was everything around it.

Two buyers, one brand

They came in with a GoDaddy site and a new certification program that needed a home.

Those are different jobs. A wedding site talks to couples. A school talks to working DJs. Same brand, different buyer, and the site has to serve both without either one feeling bolted on.

Don’t hand the front door to the course platform

Search for help launching an online course and most of what comes back is setup work inside the course platform: pick a theme, point a subdomain at it, ship. It’s fast. It also means the platform becomes the storefront, the story lives on someone else’s template, and the business’s own domain turns into a brochure that links out.

We split it the other way. The brand’s site owns the story and the record. The tools do what they’re good at, behind it.

What we built

• A Websites & Experiences storefront to replace GoDaddy. The Academy lives at djforyourday.com/academy, next to the wedding business, not off on its own.
• Strategic planning for the Academy program, not just the page it sits on.
• Page design and revisions, branding and imagery.
• Kajabi runs course delivery and certification materials.
• HoneyBook powers the client portal and the site’s forms.
• Site tagging is in place for the upcoming social campaign.

The reader you don’t see

The whole site, Academy included, is built to be read by agents as well as people. As of October 11, 2026, that means three things on the live domain: an llms.txt that describes the business and the Academy in plain language, structured data on the Academy page that declares it a Course with an Offer, its instructors, and its FAQ, and a robots.txt that lets agents in.

Nobody controls whether a given assistant uses that. What you do control is whether there’s a clean, structured answer on your own domain when one comes looking.

The model moved. So did the build.

“Scott and his team were more than attentive on details, understood and rolled with a pivoting business model, and above all were efficient and timely on all content and marketing requests.”

DJ For Your Day, 5-star Google review

The phrase we’d point to is “pivoting business model.” New programs change shape while you build them. That’s the practical case for the split: when the storefront owns the story and the platforms are wired in behind it, a pivot is mostly a content change, not a rebuild.

What we’re not telling you

No enrollment numbers, no revenue figures. The Academy is live, and the social campaign it’s tagged for is still ahead. We’d rather show you a working site than a projected number, and we’ll publish results when there are results.

Build the front door at home

Most businesses that launch a course end up with two front doors: the site they had and the platform they rented. We think that’s backwards. Your domain is the one place you fully control what people and agents read about you. Teach wherever the teaching works best. Keep the front door at home.

Launching something new inside an established business? Talk to us.