How a small family business used a domain to skyrocket its revenue
Can two opposite notions like tradition and technology be reconciled?
Paolo Barrasso, a third-generation barber who currently lives and works in Turin (Italy), seems to have the answer. His story, though he was not born yet, begins in South Italy when his grandfather taught his father the art of cutting hair. In 1968, Paolo’s father decided to move to Turin to open up his own shop. Paolo learned the craft from an early age in the late 80’s and, not soon after, his father handed down the shop.
In 2012, Mr. Barrasso was thinking about a way to advertise his activities more effectively. Despite the fact that the internet world was just at the beginning in Italy, by reading some articles, he realized that it would be a good idea to develop a website. Paolo simply saw an opportunity. In the following years the number of people with access to the internet would most certainly grow, and an online presence would most certainly become more important.
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Some time later, when he had the opportunity to register a useful domain that would publicize his activities, he could not resist. However, Paolo had no intention of becoming a regular hairdresser like everyone else. Paolo decided to go against modern trends and resume the ancient traditions of an artisan barber. A barber who doesn’t rely on electric shavers, but only traditional tools such as combs, razors and scissors.
Once BarbiereTorino.com was created, this small barber shop immediately saw a new stream of customers. Paolo’s new customers had one thing in common, they all found him online. These new customers looked for a barber in Torino in their search engines, and his domain made him easy to find. Two years later, Paolo wanted to improve the ranking position of his business in Google, so advised by a friend, he bought the domain BarbiereTorino.it as well.
When considering keywords that would make up his domain, Paolo made all the right choices. Much like in real life, on the internet the location of a business can have a massive impact on its financial and social success. By registering a domain with both a location and service keyword (BarbiereTorino.it), Paolo’s business automatically established a leadership position online. Paolo’s business is the only one that perfectly responds to what the users are looking for, a barber in Turin. In this way, it is as if Paolo had his shop in the central square of the Internet: anyone looking for that service will walk right up to the door.
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Thanks to the activity gained by his new domains, Paolo’s store caught the attention of Proraso, a large shaving products company that decided to sponsor him. As a result of the online attention, Paolo’s shop gets 5 to 6 new customers arriving from web searches per day. A 25% increase in daily business!
Today, Paolo openly admits that increased internet usage and the creation of his own website with a great domain, are two factors that have greatly affected the success of his business. Palos online presence allowed for a massive expansion his customer base which enabled him to focus on the unique service that he provides, keeping it true to expectations and tradition.
When entering the Barbiere Torino, you’ll be greeted with utmost professionalism and a vintage environment that perfectly matches Paolo’s character and artisanal techniques. On BarbiereTorino.it you will find this same vitange professionalism and tradition in perfect alignment with modern social media and technology.