Harbor & Oak has strong, recent reviews and a loyal following, but the website is doing none of the selling. Booking means a phone call during opening hours, and the Instagram — the thing that actually shows the cuts — isn't linked anywhere. The biggest opportunity is making “book a cut” one tap from Google and from the site.
No way to book online
Every appointment starts with a call during business hours. Evening browsers — when most people plan a haircut — have nowhere to go. A booking link in the header and on the Google profile fixes it.
The headline says “Welcome”
The first screen should say what you are, where you are, and how to book. Right now a visitor has to scroll to find out it's a barbershop.
Google photos are three years old
Twenty current photos of the shop and finished cuts would take an afternoon and change what people see before they ever reach the site.
Reviews are recent, and answered
Keep doing exactly this. The fix isn't more reviews — it's showing the ones you have on the site, where they currently don't appear.