April 2025‍ ‍• Built with Squarespace

Duncan Hurst

A full design refresh and end-to-end reimagining of voice, built to boost local SEO. Achieved a 2.8% organic traffic conversion rate and 3x lift in unique visitors and inbounds since launch.

dhurstmusic.com ↗ 
   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.

A new look

Duncan built his original site himself using Wix. It was functional but formal and written in the third-person. While replatforming to Squarespace, I rewrote each page to be personal and emotionally resonant, helping visitors feel connected immediately.

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

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. 

   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.