I want to start out by saying that a lot of people I know, and who I expect to be reading this, are musicians who have their own website at www.theirname.com. This is worth celebrating, in my opinion, because you’ve taken an important step in promoting yourself on the interwebs. You’ve choosen to own your web presence and take control over how your content is delivered to your audience (I’m looking at you, Facebook). Kudos to you.
Now I challenge you to rethink your website’s goal.
If you’re a successful musician, I know I don’t need to convince you of the benefits of setting goals for yourself. You understand the importance of identifying goals and taking the necessary steps (ie, focused practice) to achieve them. Depending on where you are in your development, you’ve probably even translated this skill into other areas of your life.
But did you think to establish a clear goal when you created your website?
When someone comes to my website, I want them to ________ before they leave.
When someone visits my musician website (jamesyardley.com), I want them to contact me before they leave. They accomplish this task by emailing me or submitting my contact form.
Why is this the top priority for my website?
I’ve chosen the goal of “submit my contact form before they leave” because in my experience, I stand a much better chance of getting hired to play or teach trombone once a line of communication has been opened. Having a conversation and getting hired are both byproducts of the main goal, however, so the focus is heavily on just getting emails to my inbox.
Unless your visitors can pay you for your musical services (ie, paypal) through your website, your main focus should be on communicating with them because that’s the first thing that needs to happen before you will get hired.
You can have other goals, and you should.
Just like in music, or in hockey, their are lots of goals that are worth pursuing. Here are a few other goals I hope my musician website accomplishes.
- Visitor reads what I have taken the time to write. Byproduct: They get to know me and like me.
- Visitor sees the professional photos I’ve displayed. Byproduct: They get a good first impression of me.
- Visitor listens to the audio clips I’ve provided. Byproduct: They decide they like my playing.
I want those things to happen too because they are important. Hopefully you can see, however, that the byproducts of those goals don’t necessarily lead to me being hired, especially if I haven’t given them an easy way to contact me.
Keep it simple and focused.
The goal of this blog post was to get you to establish the top priority for visitors of your own website. Hopefully you’ve chosen a specific task for them to complete that can benefit both you in some fashion.
By choosing a top priority, you can now focus on designing your site in a way that is conducive to your main goal. Since that topic is another can of worms, I’ll save it for future blog posts.
I hope you’ve enjoyed reading my thoughts on this topic and will send me any comments or questions you have. Tell me what your website’s goal is and why! I’d love to know what other people want their websites to accomplish.
Creative Commons image courtsey of Benjamin Reed