A Customer-Friendly Website for a Music Store
A 14-year website transformation that helped online sales grow by more than 500%.
SWING CITY MUSIC
Swing City Music had grown into far more than a local music store. The website needed to catch up.
ABOUT SWING CITY MUSIC
Much more than a music store.
Swing City Music is a full-service music company serving musicians, educators, schools, churches, organizations, and live-event professionals throughout the St. Louis region and beyond.
Customers can shop instruments and equipment, enroll in music lessons, rent instruments, schedule repairs, plan professional audio installations, and hire the Swing City team to support live events.
The challenge wasn’t finding more to say about the company. It was creating a website capable of organizing everything Swing City already did—and helping customers find the right product, service, or next step without becoming overwhelmed.
ABOUT THE WEBSITE
Built to sell products, showcase services, and reveal the full scope of the business.
This project involved far more than redesigning a few pages. I led the complete website transformation—from strategy, site architecture, and visual direction to copywriting, SEO, design, development, e-commerce, and product setup.
The new website needed to serve several very different audiences at once. A parent searching for music lessons has a different goal than a school administrator planning an audio installation. A guitarist shopping online needs something entirely different from an organization hiring an event production team.
Every part of the website was structured to help those visitors quickly understand what Swing City offers, find the information they need, and take the appropriate next step.
The result is a large, multi-purpose website that feels cohesive—whether someone arrives to purchase an instrument, schedule a repair, explore lessons, rent equipment, or plan an event.
THE STORY BEHIND THE PROJECT
The business had evolved. The website hadn’t.
Swing City Music had been using the same website for 14 years.
During that time, the company had continued to grow—adding products, services, educational programs, professional audio installations, event production, and an increasingly important e-commerce side of the business.
But you wouldn’t have known any of that from the website.
It no longer reflected the size, expertise, or reach of the company. Products were difficult to discover. Major areas of the business were barely represented—or missing altogether. And the website wasn’t equipped to support the company’s sales goals.
Swing City didn’t simply need an updated design. It needed a complete digital transformation.
DESIGNED TO BE FOUND
A better website only works when the right people can find it.
SEO was built into the project from the beginning—not added as an afterthought.
The website’s structure, page strategy, written copy, product organization, headings, metadata, and internal navigation were all developed to help search engines understand the many different sides of Swing City’s business.
Instead of asking one outdated website to compete for everything at once, the new site gave individual products, services, and programs the space and structure they needed to be discovered.
THE RESULTS
A website that didn’t just look better. It performed better.
After the new website launched, Swing City Music’s online sales revenue increased by more than 500%.
But the transformation extended beyond e-commerce.
For the first time, the website gave customers a clear picture of everything Swing City Music could do. It became a sales platform, a service guide, an educational resource, and a more accurate representation of the company behind it.
The old website documented what Swing City had once been.
The new one was built to support where the business was going next.
SEE IT IN ACTION
A website should do more than show people your business. It should help them understand it, explore it, and buy from it.
Visit the live Swing City Music website to see how the strategy, design, e-commerce, content, and SEO work together across the entire customer experience.
NEED YOUR WEBSITE TO CATCH UP WITH YOUR BUSINESS?
Whether you need a strategic Squarespace website or a larger WordPress and WooCommerce build, we can create a website that reflects everything your business has become—and helps support where you’re going next.