Pro Tips on Making Your Musician Website Hot Property
SATURDAY 6 DECEMBER, 2014
Musicians are now in the luxurious position of FREE ACCESS to promotional tools like Twitter, Facebook and Soundcloud, so investing in an official website is a thing of the past, right? Good grief... absolutely not!
We recently had a chat with Ross Barber - the creative Mozart of web design for emerging musicians and founder of Electric Kiwi. Having designed and built some of the most visually appealing, functionally sound websites for ambitious new musicians, he shares his industry wisdom with artists of all levels. See below for our exclusive Q&A:
If the internet ran-out of space tomorrow, and all website were rationed to only TWO pages each, which two pages would you recommend all musicians keep and why?
I always say it’s important to have a way for people to hear/purchase your music, and a way for people to contact you - so I would say those are the most important things to have. However, in this case I would suggest musicians set up their homepage so that it shows all of the important information; a brief bio, latest video, music samples/purchasing links, upcoming shows and social media links. And then I’d recommend to have a contact page which has all the relevant details for contacting them. You have no idea how many times I find websites (sometimes for relatively established independent artists) where there is no contact information - very frustrating for venues, bookers and press!
We recently had a Twitter debate with you regarding auto-play music on musician websites. For those who missed it, please outline why you think it’s a bad idea.
Oh yes - one of my big pet hates! In short, I think it’s a bad idea because many people who are browsing the internet are already listening to music or podcasts, and if they have a lot of windows open, it can be very annoying to suddenly hear music blasting from somewhere. As a browser, I’ll often close ALL open windows in an attempt to get it to stop. By that point I’ve forgotten what link I clicked and probably won’t go back to it. So they’ve potentially lost a new fan because they didn’t give the option to listen to the music. Options are important. Give us a reason to click play and we will - don’t force us to listen.
How soon into a musician’s journey should they set-up an official website? Should they trial free resources first - such as Tumblr and Wordpress, or invest in a bespoke site?
I think that a website should be the central hub, or the home base of a musician online. Ideally, it should be set up as early as possible; but especially when you are looking to book more shows or sell more music direct to fans. Free resources such as Tumblr or WordPress.com are fine, but in my opinion, a bespoke site will set you far above other musicians who don’t have one.
Given the popularity of Facebook and Twitter, how does an official website benefit a musician?
As great as social media is, I don’t think it can, or should, replace a website. With social platforms, you’re essentially renting the space and they can change their terms and conditions, or start charging you for posting any time they like. We’re already seeing reduced reach on Facebook, so only small percentage of people who like your page are actually seeing your updates. Your website is YOUR space on the web, and it can be customised far more than a social profile. You have full control and ownership of the content you post, and it can reflect you as an artist far more than your Facebook or Twitter page can.
It’s also important from an industry perspective. If you’re going to be booking shows outside your local area (a national or international tour, for example), or you’re trying to attract the attention of press, a website is a far more professional place to direct people towards.
Your website should also be used to build your mailing list. For those of us old enough, we know what happened with Myspace - artists built up followings (some in the millions) on there, and when people started to leave the platform, it collapsed. Many of these artists had no other way of communicating with their fans and had to build their followings from scratch again. Yes, the die-hard fans still sought them out and found them again, but more casual fans didn’t. If they had been directing people to their website and encouraging them to sign up to their mailing list, this could have been avoided - not completely, but the impact would have been far less. So the lesson is: have a mailing list, and encourage your fans to sign up to it so you can always have a line of communication with them!
Once a musician decides a bespoke website is the option for them, what should they look for when sourcing a designer? What are the most important considerations?
I would say first and foremost that you should find a designer whose work you like. That should definitely be the first thing. Find out what others are saying about their work, and find out if it’s something you can maintain on an ongoing basis. Most designers will use a content management system which will allow you to update things yourself, but don’t take that for granted - make sure you find that out. Of course budget is always going to be a factor, so it’s a good idea to approach a few designers to get an idea of cost. Don’t always go with the cheapest option - if you have a bad feeling, or don’t really like their work, then paying less may end up costing you more in the long run.
Okay, the website is up and running… what now? What makes a great website that fans regularly check-in on?
Your website should be regularly updated. Post content that is exclusive to your website and can’t be found on Facebook or Twitter. Sell products on your website that can’t be bought elsewhere. Make sure your website is THE place to go for all of your latest tour dates, videos, music releases and merchandise. A lot of artists use their website for blogging - this is great as your fans will want to get to know more about you and get an insight into the life of a musician. Ultimately you just need to keep everything updated and offer people a reason to keep coming back.
Please take us through the Electric Kiwi process – from initial email query to website delivery.
This varies a little from client to client, but generally once I receive an email query from a potential client, we either jump on a Skype call for a chat, or discuss things via email. I like to get a good idea of where they are musically and what their goals are - are they wanting to book more live shows? Are they wanting to sell music online? Do they just need a website where they can direct media/press to? That’s an important thing to consider because it tells us what the main focus of the website should be.
Once that’s been established, I always ask to see some examples of websites they like so I can get an idea of the visual direction we could potentially be going in. I’ll make suggestions based on their music, too, but it’s always good to know what they like (and what they don’t like).
From there, we take care of the pricing, deposit and contract, and get to work! I start by putting together a mock design in Photoshop and we bounce ideas and feedback around until we have a design they’re happy with. From there, I start building the WordPress templates and load the content. Once the website is ready, I write up a custom user guide for the client and we arrange final payment and the website launch.
Okay, the internet rationing has eased… and everyone is now allowed THREE pages. What extra page should musicians now add?
Since we’re now allowed three pages, I would probably now go with HOME (which would include the latest video, music release, blog and tour dates), ABOUT (which would include a bio, photos and some press quotes if they have some) and CONTACT (which would have the best ways to contact them). Essentially it would be much the same content as if they had two pages, but spread out in a way that makes more sense.
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