If you’re a producer, engineer, recording studio, or really any service based music business, you NEED a website. Assuming today that you already have one, here are 5 massive changes you need to make to your website immediately.
1. Add Before/After Samples
I know you’ve seen those “before and after” pictures in marketing. How can you miss them, right?
The guy with a bald head on the left followed by a picture of the “same guy” with a full head of hair on the right.
An overweight man or woman to the left… A hot new rockin bod to the right.
Why do we see these so often? Because they work! They showcase results and that’s what your clients need.
The same will work for your audio examples. However, let’s get real for a minute. Most people don’t have good attention spans. Keep your before/after samples to 3-5 secs MAX back and forth.
If you’ve seen any of my mixing courses, you’ll know that I love to use these to showcase the rough mix vs my mix. It’s extremely effective and I can’t recommend it enough. Actually, stop reading this and go create your before/after samples right now! (Then come back to see the rest of the list of course) 😉
2. Benefit Driven Copy
Humans… We can be selfish sometimes.
Your website visitors and hopefully future clients don’t care about your achievements as much as you do. They care about what they want/need from you. Focus on writing copy that lists benefits and not features.
Remember this: A feature is what something is… A benefit is what something does.
Here’s a quick exercise to help you focus your writing on the client’s needs:
- Identify the benefits of your services
- Identify how you deliver these benefits
- Prioritize your benefits
- Write the content
Here’s an example using a recording studio business:
Don’t get me wrong… The features are solid and you can still use them on your site, but when it comes to closing the deal, you’ll want to strive towards using more benefit driven copy.
This is only scratching the surface of writing good copy, but I hope it inspires you to rethink the way you communicate to potential customers on your site.
Download the list of Essential Apps for Your Audio Business.
3. Call to Action
Your website should be a gateway to an action. In most cases, that action is to make a sale. Once that’s determined, your site design should make that action obvious and lead people to it.
I’m not saying you should be pushy or blunt about selling. Please don’t use the phrase “Ready to give me your money?” or anything like that on your site! Lol
Instead, let’s use a contact us box or a set of social media links that make it SUPER SIMPLE for people to get in touch with you.
IF you’ve spent time building testimonials and some activity on your Facebook page, I’ve found that pointing people to your business page/FB Messenger has been extremely successful. If you haven’t, ignore this and use a simple contact box that points people to your email.
Side note about FB Messenger:
Most of the world is on Facebook and it’s a quick and easy way to communicate. You can even do voice memos which add a personal touch. (My clients/customers really dig the voice memos)
4. Professional Images
While modern smart phones can take some pretty slick photos, I’m not talking about using them on your website (unless you really know what you’re doing!).
You’re in the art world by being in music. I’m sure you know a decent photographer… Right?
Either hire someone or try to barter services to get you some high-quality images.
If you’re a session drummer pushing your services, get some shots of you behind the kit or even some cool slow shutter shots of you in action.
Recording studio? Don’t be cheap with this… A pro photographer could make a HUGE difference in how people perceive your facility against your competitors.
Mixer? Producer? Let’s get you in your element. Some shots of you behind the desk or pushing up faders during a recent freelancing session could go a long way.
Nowadays, if you don’t have positive reviews, you’re pretty much doomed. When you think of testimonials you might simply think of a positive review. Well, sort of…
You see, there are testimonials that work and one’s that serve little or no purpose at all.
You want EFFECTIVE testimonials on your website. Derek Halpern (founder of Social Triggers) has a formula that he calls “The Perfect Testimonial” Framework.
Great testimonials will extinguish the fear of buying and serve as proof that what you’re selling works.
Testimonials are one of the most valuable assets to your business. Don’t sleep on this one! 😉
There you have it! 5 massive changes you need to make to your website immediately. Now it’s your turn to put in the work. Make these changes and I can all but assure you’ll see an increase in conversions from your site.
Do you know anyone who could benefit from making these changes to their website?
Please feel free to share this article with them. You’ll be helping me out by spreading the word about David Glenn Recording and The Mix Academy. You’ll also be helping them out with their site and possibly even increase their income.