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Scope of Work · The Piano Boutique

Three Places To Start. Pick What You Want Moving.

You asked what should be tackled first. This is it — three separate pieces of work, each with its own hours, its own ceiling, and its own start date. Take one, take all three, or change the order. Our standard rate is $125 an hour. For this stage of the work it is $95, billed against a log you can see, and nothing goes past the ceiling without you saying so in writing.

The Terms · August 2026
Michael Ierullo · 501 Alliance Ave
$125$95per hour, billed against an itemised log — a promotional rate held for this stage of the work
3separate workstreams, approved separately
0long-term commitment or retainer
15findings from the audit, addressed in Workstream A
Every workstream has a ceiling. Nothing goes past it without your written OK.
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Why we're starting here

The three things the audit found.

01

Google doesn't know where you are

Your site says 501 Alliance Avenue. Yelp still lists 104 Kenhar Drive. Another directory lists 20 Leslie Street. When Google sees three addresses it stops trusting any of them. That is why you are not showing up on the map when someone nearby searches for a piano tuner.

3 conflicting addressesLocal searchFree to fix
02

Your two most important pages have no description

Your home page and your piano tuning page both have an empty description tag. Your home page title is just the words The Piano Boutique — no city, no service. Google fills in the blank by guessing. Your tuning page is the one with your booking link on it.

0 meta descriptionsTitle tagFree to fix
03

Your best credential is a photo nobody sees

Drake. Michael Bublé. Alicia Keys. The National Ballet. The Toronto Symphony. Meridian Hall. Metalworks. Sony Music. Nick Nurse's red Steinway. It is all sitting on one inside page as still images, with no video and no story attached. Nobody else in Toronto has that list.

No videoNo storyBuried
The opportunity

The full audit is fifteen findings across six categories, with the evidence for each one. Most of Workstream A is correcting things that are already broken, and most of that is low-effort. Download the audit if you want the detail — everything below is drawn from it.

Download the audit (PDF) →
The work

Three workstreams. Approve them one at a time.

A

Website & Listings Foundation

This is the audit's Phase 0 — the corrective work. Page titles and descriptions across the site. Structured data so Google can read who you are, what you do and where. One canonical address everywhere it appears online, including the listings still showing Kenhar Drive and Leslie Street. Copy corrected so the site stops saying North York and stops advertising a June opening. Your name back on your own blog posts. Analytics and Search Console connected so we have a starting line to measure from. Needs nothing from you except access.

24 hrs estimated30 hrs ceiling$2,280 est · $2,850 maxStarts when credentials arrive
B

Credentials & Portfolio Page

A page on your own site that puts the concert work where people can find it. The National Ballet, the Toronto Symphony, Meridian Hall, Metalworks, Sony Music, the Living Arts Centre — written as your account of the work rather than a wall of borrowed photographs, which also clears the rights problem the audit flagged. Built and wired for search while you're away; you fill the gaps and approve the wording when you're back.

16 hrs estimated20 hrs ceiling$1,520 est · $1,900 maxDraft ready for your return
C

Studio Set & First Content Batch

The physical setup, using the key you left. One grand moved into the vacant studio and positioned, the room dressed, lighting and sound tested and left standing so every future shoot starts ready. Then the filming that doesn't need you in frame — the instrument, the workshop, the detail of the action and the hammers. You on camera waits until you're home.

20 hrs estimated24 hrs ceiling$1,900 est · $2,280 maxUses the key, not your time

All three: 60 hours estimated · 74 hour ceiling · $7,500 $5,700 estimated, $9,250 $7,030 maximum — a saving of $1,800 at the estimate and $2,220 at the ceiling. Each is independent — approving one does not commit you to the others.

What I need from you

Nine things, and most take a minute.

Workstream A can't start until these land. You can do all of it from a phone in France.

01

Squarespace access

Add stephen@dgtlgroup.io as an Administrator on thepianoboutique.com. Settings → Permissions → Invite.

02

Google Business Profile

Add the same address as a Manager. This is the one that fixes the map listing.

03

Google Search Console

Add as a Full user, or confirm it has never been set up and I'll verify the site myself.

04

Google Analytics

Editor access, or confirm there's nothing installed and I'll install it.

05

Yelp

Claim the listing at 104 Kenhar Drive. It has to be you; it takes about ten minutes and it's the single biggest local-search fix on the list.

06

Social logins

Instagram, Facebook, YouTube and LinkedIn. Admin invites are fine, I don't need passwords.

07

Gazelle

Confirm the booking link on the tuning page is the one you want everything pointing at.

08

Two questions

Do you still carry Kawai and Hailun? The site says so in one place and sells Roland in another.

09

Your hours

The site lists Tuesday to Thursday, Saturday and Sunday. No Friday, no Monday. Confirm that's right before I publish it everywhere.

Send what you can. I'll start on whatever has come through and tell you what's still blocking.

The longer game

Tuning pays this month. Pianos pay this decade.

VS

Tuning & Service

About $150–250 · Books immediately · Comes back every 6–12 months
This is what the videos ask people to do.
  • 01Video in the studio
  • 02They see the booking link
  • 03Gazelle appointment
  • 04You now have their name
  • 05They book again next season

Pianos & Restoration

$10,000 to $80,000+ · Decided over 6–24 months · Once in a decade
This is what the videos make people trust.
  • 01They watch you work
  • 02They believe you know pianos
  • 03They visit the showroom
  • 04They come back when it's time
  • 05Restoration or sale

Every tuning customer is a name on your list. Some of those names buy a piano later.

The next two weeks

What happens while you're away.

01

Access

You send the logins. I start the same day.

02

Fix

Workstream A. Titles, descriptions, schema, one address everywhere.

03

Set

The piano moves. The room gets dressed and lit.

04

Draft

Your credentials page, written and ready for your notes.

05

Film

You're back. We shoot you, and the room is already standing.

Work we have done

Receipts, not promises.

45 → 86
SEO & Performance · 2025

The 400 Market

A 40-year-old market with an inherited website full of security holes and no schema markup. We hardened it, rebuilt the image pipeline, added schema and clean internal links. Mobile Lighthouse score went from 45 to 86. Organic traffic doubled in twelve months.

Technical SEOSchemaSite speed
This is your step 01.
12M+
Short-Form Video · 2023

Epidemic Sound

We relaunched their TikTok with 15 to 17 second native edits built around three repeatable formats, and ran the channel end to end. Over 12 million views, organic and paid.

Vertical videoRepeatable formatsChannel ops
This is your step 02.
1 → 4
Production · 2024

Six Senses Ibiza

One production block on the property produced four separate content streams — photo, video, FPV drone and an influencer activation — enough to cover their next full campaign cycle.

One shoot dayFour streamsFull campaign
This is your step 03.

These are DGTL projects. Nothing above is a promise about your results.

350M+
combined reach across our creator network
5B+
impressions delivered
60+
campaigns completed
80+
vetted creators in the DGTL Influence network

You already did the hard part. The rest is just showing people.

Art Villas Costa Rica
“It's rare to find such young and passionate professionals. I am privileged to work with them... Their creativity, work ethic, skills and drive are exceptional. Just look at what they did for Art Villas in only 5 shooting days!”
FŽ
Filip Žák
Founder, Art Villas Costa Rica
Questions

Straight answers.

What if it takes longer than estimated?

It stops at the ceiling. If a workstream is going to need more hours than the ceiling allows, I tell you before I spend them and you decide. No surprise invoices.

How do I see where the hours went?

An itemised log, updated as I go, shared with you. Date, task, hours. You can look at it any time, including from France.

Why is the rate lower than your standard?

$125 an hour is what we normally charge. $95 is a promotional rate for this first stage — the corrective work and the first content batch. It holds for the three workstreams below. If we carry on after that we will agree the rate before anything else starts, and I will not change it partway through something you have already approved.

When do I pay?

On completion of each workstream, or every two weeks if one runs longer than that. Whichever comes first.

Am I committed to anything after this?

No. This is hourly work with a ceiling, not a retainer. If you want to stop after Workstream A, we stop after Workstream A and you keep everything.

Say go on whichever ones you want.

Reply with A, B, C, or any combination, and send whatever access you can get to from where you are. I'll start the same day and send you the log at the end of the first week.