GETTING RESULTS FROM YOUR WEBSITE - Web Tips
for Entertainers, By Macali
If you're a self-managed entertainer and are thinking of putting your first website together or re-vamping one,
this information can save you time, money and help you get a site that will accomplish the results you seek.
Where to Start
Stating the results you want to get from the site has to come first before any design considerations. Knowing who
you want to attract to the site and what you want them to do and see will be what dictates the content and structure.
First time around, many performers end up with nothing more than a digital shrine because there are no clear goals
set in the planning stage. Loads of snapshots and lists of every performance you've done will not cut it. Start
the project with determining the results you want from your site.
The most important question I ask a new client is "What do you want to accomplish in the coming year in your
career?" Get more bookings, command higher fees, enhance your image, get better publicity, sell a product
and expand geographically are a few of the goals you might have in mind. The right website design and content can
contribute to achieving these goals. Put your priorities in order and keep them in mind as the project progresses.
Gathering Materials
Depending on how organized you are, this could be a simple or complex task. If your photos, contracts and press
clippings, show programs and such are reasonably well sorted and easily accessible, it's a simple job to pull it
out and look over what you've got to start with. If you're going to have to do some digging to collect these items,
do yourself a favour and start doing it right now. It takes time but is well worth it. (If you need admin help
to get organized, Macali offers that service as well so you'll only have to do this once.)
Pictures
Your photos are a very important highlight of your site so picture selection is paramount. Choose shots that are
current and will stay current in the coming year. If the ones you have are out of date or of poor quality, now
is the time to get some new promo shots. A headshot, full body shot and some action shots will provide variety
to your new website. If you're on a tight budget, a good amateur photographer and a digital camera will do the
trick, provided that you have some creative ideas and an appropriate location with enough space and the right lighting.
The images you use for the website will set the standard for its overall look so pay special attention to the lighting
and composition of your pictures.
Other Graphics
A logo, poster, tools of your trade such as costumes, props, instruments or equipment, any merchandise you sell,
programs or signage are all elements that can inspire the design for your site and add visual interest to the main
pages. A few pictures of live performances and a peek behind-the-scenes are nice add-ons, provided that they are
decent quality and have a purpose within your goals for the site. If what you gather is not suitable in quality
or quantity, some stock photos and/or original graphics created specifically for you are always an option.
Written Content
The written content of your website is tremendously important. To gather ideas, look to all of the sources you
have available for original, accurate, catchy write-ups. Current promotional materials, newspaper reviews or feature
articles, letters of recommendation, liner notes from your recordings, old press releases and programs are places
to look for copy that can be used as is or as a basis for fresh new content. Even your old contracts will be helpful
to remind you of some highlights worth mentioning. It's best to let an experienced writer who knows your industry
put the right flavour and flair to your web copy and the more material the writer has to start with, the more effective
it will be. If cost consciousness dictates that you do it yourself, at least have it properly edited.
Creating an Overall Image
This is where choosing the right person for the job can result in a fantastic product that will fulfill your original
goals. No website at all is better than a bad website, so choose carefully. After all, in entertainment, image
is everything. Your site needs to have easy navigation, function properly and contain all of the elements you've
decided on, but that's just the beginning. A style that portrays your image, properly promotes your talent in its
best light, leaves an impression and motivates entertainment buyers to inquire further will require a balance of
web savvy, visual design talents, marketing know-how and an understanding of the entertainment business. Handing
the job off to a designer without all of these qualities is the kind of blind faith that should be reserved for
the already rich and famous. |