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Valuable leads thanks to optimized marketing funnels

Since 1853, the name STEINWAY & SONS has been synonymous with the finest grand and upright pianos. Uncompromisingly and lovingly crafted from the finest materials, these are high-quality instruments that are second to none. This is ensured not least by the STEINWAY experts, who are committed to the highest perfection so that STEINWAY remains the benchmark for sound, touch, beauty, and investment.

The project

Realignment of the digital brand and lead presence for a high-end instrument portfolio: a website experience that combines craftsmanship, sound, and consulting—with clear paths to "schedule a consultation," dealer/showroom finder, product presentation (galleries, sound/video modules), and measurable performance in SEO/SEA.

Customer Page

2019

industry

Grand piano and upright piano manufacturer

website

https://eu.steinway.com/de/

The challenge

High-involvement purchases with long decision cycles, multiple target groups (private customers, education/institutions, theaters), and international markets: Rich media content should have an emotional impact while loading quickly on mobile devices; leads had to be clearly qualified, distributed to dealers/showrooms, and consistently measurable—in compliance with data protection regulations and scalable.

Services rendered

  • Kick-off, stakeholder interviews & status quo audit (market, target groups, competitive landscape)
  • Information architecture & user flows for consultation, trial play, and quote requests
  • UX/UI design system: Product templates, media modules (audio/video), comparison & feature highlights
  • Content framework: Storytelling about craftsmanship/manufacturing, materials, care & service
  • Dealer/showroom finder with appointment/contact details (including lead qualification)
  • Event/concert calendar with filter/archive and registration options
  • SEO fundamentals (semantics, structured data, internal linking)
  • SEA setup (search/display/video) for brand and non-brand clusters; campaign assets & testing plan
  • Performance optimization for rich media (lazy loading, adaptive image/video playback)
  • Tracking & consent architecture (GTM/GA4, events/conversions, server-side options)
  • CRM/lead routing integration including double opt-in and transfer to dealers/showrooms
  • Dashboarding & reporting (SEO/SEA/leads) and continuous CRO (A/B testing, hypothesis backlog)
  • Quality/device testing, launch planning, and enablement for the internal team
  • Agency selection and management 

The result

A brand-compliant, fast premium website that brings sound and craftsmanship to life digitally while scaling qualified consultation and trial requests: clearer lead paths, measurable effects in SEO/SEA, and stable processes right up to dealer handover.

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About the customer

Since 1853, the name STEINWAY & SONS has been synonymous with the finest grand and upright pianos. Uncompromisingly and lovingly crafted from the finest materials, these are high-quality instruments that are second to none. This is ensured not least by the STEINWAY experts, who are committed to the highest perfection so that STEINWAY remains the benchmark for sound, touch, beauty, and investment.

Shopify Partner

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