Handpan Joe · Music, learning and wellbeing
Joe’s course had a home. His growing business didn’t.
Instagram introduced the artist. Bandcamp held the albums. Systeme.io sold the course. As Joe moved into wellness events, care homes and retreats, he needed one professional place to connect the whole story.
Joe JordanArtist · Instructor · Facilitator
One artist.
One front door.
Earlier identityColored Sound
First commercial routeFree course into paid course
Current hubLearning, music and live bookings
The name changed because the work had changed.
Before Handpan Joe, Joe Jordan worked under the name Colored Sound. The project combined music with visual installations, mapping projected imagery onto three-dimensional structures to create displays that accompanied the performance.
Over time, the handpan moved from one part of the work to the centre of it. Joe began building a different kind of practice around teaching, calm and connection. The audience already knew him through Instagram, while his albums lived on Bandcamp.
The new direction was becoming clearer in real life. Online, it was still divided between the different chapters.
The problem was not a lack of platforms. It was that each one told only part of the story.
Every platform had a useful job. None of them could introduce the full Handpan Joe business.
Content, performances and attention.
Albums to stream and purchase.
Course pages, access and sales.
First, build a clear route into the course.
Before the wider website, the priority was turning Joe’s existing teaching into a journey people could enter without a long conversation in his DMs.
A useful first experience for someone curious about the instrument.
The visitor receives the lessons and Joe gains a direct way to follow up.
A natural next step, supported by a one-time offer inside the funnel.
The goal was not to replace Instagram. It was to give the attention Joe already earned somewhere useful to go.
Then Joe began selling more than a course.
The funnel did one job well, but it could not comfortably explain the business Joe was becoming. He was now offering live sessions for retreats, yoga classes and care homes, alongside one-to-one teaching and his recorded music.
A retreat organiser needed a booking route. A new player needed a course. A listener needed the albums. Those are different decisions, even when the same person sits behind all of them.
A professional route for care homes, yoga classes, retreats and other organisations.
Clear choices for people who want to start or deepen their handpan practice.
The albums remain easy to discover without asking Bandcamp to explain everything else.
Waitlists can collect interest in possible future courses, including guitar, before Joe commits to making them.
Keep what worked. Build what was missing.
The new Astro website became the front door, while the course continued to run through the Systeme.io funnels already delivering it.
That decision kept the useful infrastructure in place and gave Joe a faster, more flexible website for his growing services. A good business hub does not need to force every tool into one platform. It needs to make the route feel like one coherent experience to the visitor.
The website follows the evolution instead of trapping Joe in the first version.
The structure now has room for the parts of the business that already exist and the ideas Joe wants to validate next.
- Colored Sound
Music and visual installations built by mapping projections onto three-dimensional structures shaped Joe’s earlier creative identity.
- A course people could enter
The free introduction, email capture and paid offer created the first focused commercial route.
- The Handpan Joe hub
A custom website connected the course, music and live bookings under the identity Joe uses today.
- An adaptable ecosystem
New service pages and interest lists can be added without rebuilding the business around another temporary landing page.
One link can now introduce the whole business.
The result is not a percentage claim. It is a clearer professional home for an artist whose income and identity already extend beyond a single product.
The original teaching offer remains active and easy to reach.
Event pages explain where Joe’s performances and sessions belong.
Joe’s catalogue stays connected to the same identity as the live and educational work.
A growing creative business needs one place to make the whole picture clear.
Joe’s course, performances, wellness work and music did not need to become one product. They needed one professional home that could introduce the complete business without replacing the tools already working.