Recently, a friend who is an entertainer asked me to look at his website and give him some suggestions for improving it.
Since bookings had come to a screeching halt during Covid-19, it was the perfect time to sit back and take a closer look at his online marketing.
Here is the gist of what I told him…points that could apply to many types of businesses, whether you’re a singer or can’t carry a tune.
Overall:
- Need SSL Certificate. This is very important as it has to do with security. With an SSL certificate your website will be designated as https:// instead of http in the browser window. And the icon of the lock with a line through it will be gone. Whoever builds your site should take care of that for you.
- White text on a black b/g is hard to read, especially when it’s a serif font. Ask your web person for a more readable font and easier-on-the-eye spacing. By the same token, ALL CAPS and blocks of italic are also hard to read. (You’ve got 2 pages –Personal Appearances and Reviews – in all caps). Remember, if it hurts my eyes I’m not going to read it.
- About page – it’s too copy intense. Let’s look at ways to shorten and break up text with subheads and bullets to make it easy to scan.
- Uh oh, I noticed several typos. Text with typos makes you look, well…unprofessional.
- Your Home page needs a little text at the top that lets people know what the page is about. (It mentions your Symphony Presentation but doesn’t explain what that is.)
- Broken links. Some of the videos don’t play. You need to fix any broken links so potential bookers can see you in action!
- SEO – Search Engine Optimization. You need this in order to show up in searches. It involves identifying the correct keywords/phrases that people would be using to search for your services. If someone types in your name, of course you’ll show up. But suppose they are searching for an entertainer for senior centers or a singer for a cruise line … you’ve got to be optimized for those terms in order to rank in search results.
Does your website sing or fall flat?
I’m happy to offer a free 20-minute consultation to review your content and give you some tips for tuning up your website. Just shoot me an email at lanny@copywhiz.com
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