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Professional

Duncan Hurst

Squarespace
April 2025

What started as a refresh of my brother's bagpipe website turned into a full end-to-end reimagining of voice, built to boost local SEO. Achieved a 2.8% organic traffic conversion rate and 3x lift in uniques and inbounds since launch.

Homepage

Duncan’s original Wix homepage, which he built himself, was functional, but formal and written in the third-person. While replatforming to Squarespace, I rewrote this page to be personal and emotionally resonant, helping visitors feel connected immediately. 

   Before
Website home page for Duncan Hurst, a professional bagpiper from Whately, Massachusetts. Features sections on services for weddings, funerals, lessons, and events. Includes an introduction, photo of Duncan holding bagpipes, and navigation menu for home, funerals, weddings, lessons, FAQs, media, and contact options. 
   After
Website homepage showcasing bagpipe services for weddings, funerals, and events with an image of a bagpiper in traditional attire. Includes testimonials and service descriptions.

Service pages

I reorganized and expanded his services into landing pages for weddings, funerals, and events. I rewrote all the copy for first-person warmth, added more testimonials and call-to-action buttons, and built an SEO-optimized structure to rank for key searches.

   Before
Webpage for Duncan Hurst Bagpiper's funeral services, detailing bagpiper tasks with a four-step format for funerals, customizable options, and audio samples. Includes testimonial at the bottom. 
   After
Website offering bagpiper services for funerals in New England. Features sections on expectations, popular tunes, and a testimonial.

Lessons

I refreshed Duncan’s lessons page to shift the tone, emphasizing his warmth, youth, and personal connection as a teacher. I added Squarespace’s playful dividers, improved structure, and created stronger CTAs.

I also designed a custom service area map, embedded across the site, to visually reinforce his broad regional coverage.

Map highlighting parts of New England and northeastern United States, including New York, Connecticut, Massachusetts, Rhode Island, Vermont, and New Hampshire. Cities marked include New York, Albany, Saratoga Springs, New Haven, Providence, Boston, and Portland.

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