Harmonic Pianos
In the competitive landscape of piano maintenance and care, establishing a strong online presence is crucial for service-based businesses. This case study examines how I helped Harmonic Pianos transition from a basic Google Business website to a comprehensive digital platform that effectively showcases their expertise and drives customer engagement.
Harmonic Pianos, situated in Bedminster, Bristol, specialises in piano tuning, regulation, and repairs. Founded by Ness, a graduate of the Piano Technology School, the business combines technical expertise with a deep commitment to preserving each instrument's unique character.
After establishing his business, Ness initially relied on a free Google Business website to attract customers. While this served as a functional starting point, the limitations of the platform became apparent as the business looked to expand. The basic website lacked the depth and functionality needed to effectively communicate Harmonic Pianos' full range of services and expertise.
I began with comprehensive keyword research to understand how potential customers search for piano maintenance services in the Bristol area. This research informed the entire website structure and content strategy, ensuring optimal visibility in search results.
The new website was built with several key objectives in mind:
Enhanced Service Presentation
I created dedicated pages for each core service - Tuning, Regulation, and Repairs - allowing for detailed explanations of each offering. This structured approach not only helps potential customers understand the services better but also improves search engine visibility for specific service-related queries.
Improved User Experience
The website features strategically placed contact buttons and multiple conversion points, including phone links, email buttons, and dedicated booking forms. This multi-channel approach reduces friction in the customer journey, making it easier for visitors to engage with the business.
Content Management
A news section was implemented to allow Ness to regularly update the website with fresh content, sharing insights about piano care and maintenance. This feature not only helps with search engine optimisation but also positions Harmonic Pianos as an authority in their field.
Local SEO Focus
The website was optimised for local search terms, helping Harmonic Pianos appear in relevant searches for piano services in Bristol and surrounding areas. This localisation strategy ensures the business reaches its target market effectively.
Digital Marketing Enhancement
To complement the new website, I implemented a carefully targeted Google Ads pay-per-click campaign. The campaign was designed to be cost-effective while maintaining consistent lead generation. By focusing on specific, high-intent keywords and maintaining a moderate budget, we created a steady stream of qualified enquiries and bookings.
Results
Since launching in February 2024, the new digital presence has significantly improved Harmonic Pianos' online visibility and customer engagement. The combination of the optimised website and targeted PPC campaign has created a reliable channel for new business enquiries, supporting the company's growth objectives.
The streamlined booking process and comprehensive service information have received positive feedback from customers, who appreciate the clear communication and easy access to Harmonic Pianos' services.
The new website provides Harmonic Pianos with a solid foundation for future growth. The flexible content management system allows for ongoing optimisation and expansion, ensuring the digital presence can evolve alongside the business. This case study demonstrates how a well-planned digital strategy can help small, specialist businesses compete effectively in their local market.
