How to use your website to get
and bookers falling over themselves
to book your act!
Have you noticed that all the worlds biggest entertainers
have websites to promote themselves? That's because websites work!
If you are an entertainer, no matter whether you just work locally
at a semi-professional level or you are a worldwide pro, you must
have a website if you want to effectively promote your act.
A website is the single most cost-effective way to promote yourself.
Overall, the publicity a website can bring you makes it cheaper
than mail-shots, printing up flyers, sending out brochures, or
any other form of marketing you can think of. Just set up a website
one time, and it can generate you work for years and years to
come as visitors and fans as well as bookers and agents come back
to the website time and time again to find you, get more news
about you, and offer you more work.
However, if your website is to be successful in prompting all
those visiting agents and promoters in to booking you, then you
need to put your website to work for you...and a good website
design is essential. Luckily it needn't cost a fortune.
Outline a plan
The best ideas may come from our heads, but most ideas don't really
come together until we transfer them on to paper and can arrange
them in a logical and sensible way (it's easier to arrange a bunch
of rocks if they are in front of you rather than if they are a
picture in your head, right)?! So get a pen and a piece of paper
and start sketching an outline or plan of what you're trying to
achieve with your website and the type of things you want it to
Many acts make the mistake of employing someone else to go produce
their entire website for them. Yet this makes little sense because
nobody knows you and your act like you do, so you are best qualified
to write the content and explain what you do to your website visitors
- not them! There will be some technical aspects of the website
that you may not be able to do yourself, so by using an outline,
you will be able to plan out how much of the website and the pages
content you can produce yourself and which other jobs need to
be "out-sourced" to others. Imagine how much you would
save if say, in a 10 page website, you produced 8 of those pages
yourself and only out-sourced the producing of perhaps a contact/feedback
form, and an audio/video page?
Your outline/plan should consist of:
Content - this should consist of everything about you that
you think a visitor will want to know. Your musical background
(Biography), where you've worked (your CV), how to contact you,
prices you charge, in fact everything you can think of that anyone
wanting to book you would want to know. Write as much text about
yourself as you can to ensure you don't miss anything out - you
can always condense it later if need be.
Structure - decide how many pages your website is going
to be and how many of these you can produce yourself. Outsource
the rest. You need to think about how all these pages will link
to each other and what graphics, logos, pictures and icons you
are going to use on each page to illustrate your text and keep
the visitor interested.
Design - Contrary to popular belief, you don't need to
employ an expensive web desgner to design your website. There
are many website "Templates" out there that you can
download (just search on google for free web templates). You can
take one of these free templates and adapt it to suit yourself
using a web design program like Dreamweaver or MS Front Page.
The main thing to remember is that a good web design has consistency
throughout all the pages, readability, simplicity and good use
of colour and pictures.
Navigation - nothing puts off visitors more than being
on a website and they don't know where they are, how to get to
another page, or how to get back to where they started. So think
carefully about how you want the visitor to go through your website.
It shouldn't be too difficult if you just put yourself in the
visitors position - they'll most likely come to your site through
your home page (index page) and then move around the website from
there, so make sure your home page is very clear about where all
the other pages can be found and what's on them. navigation links
like Page 1, Page 2, Page 3 etc will not do. Make the text on
the links to these pages relevant to what's on them (eg Home,
Contact Me, Video Clips, Biography etc). Here's an impotant tip
- always remember the 3 click rule...if a visitor can't get to
where he wants to go on your website within 3 clicks of the mouse,
web behavioural research has shown that he'll get fed up and leave.
You have been warned, so get your navigation right or else!
Credibility - The internet is impersonal so don't let your
website be. Make sure you reach out to every visitor that comes
through your door, just as you would if you were meeting with
them face to face. Interact with that visitor by giving them all
the information about you that you can. Let them contact you by
email, by post or by telephone - give full contact details. make
sure your website presents a proper professional image of you
because if your website looks professional, the visitor will consider
you and your act to be professional too. This is VERY important.
Remember that when the visitor reaches your website, you are just
another anonymous person out there in cyberspace who has posted
a whole bunch of information about themself which could be true
or false (you might not even exist as far as the visitor knows).
So make the visitor feel that by visiting your website, they are
communicating with a real live human person. Write your text as
if you are speaking directly to them.
If you can achieve all of the above with your website, then there
is no reason why you can't stand out from the crowd. Agents, bookers,
anyone who wants to give you work will be impressed by you because
of the ease which they can get relevant information about you
from your website. If your website looks the part, then so will
you, and that will be reflected in the amount of bookings your
website will pull in for you.
One last word of advice. Check your email every
day (twice a day is better). Email is a form of instant messaging,
and although no-one expects you to be sitting in front of a computer
24 hours a day waiting for their email enquiry to pop in your
inbox, most people do expect a prompt reply within the
day. So make sure you ALWAYS reply to any enquiries that come
from visitors to your website. If you don't have time to give
them a full answer to their enquiry, just hit "reply"
and send them back a simple message saying something like "...thanks
for your enquiry, Im just putting all the info you requested together
now and will email you back again with it all later...".
Above all, make your website look professional, look professional
yourself, be professional and act professional, and you'll reap
the rewards over and over again.
Article Written by Kenny Campbell
(This article cannot be reproduced without express
(all rights reserved)