Digital promotion through websites is essential for any business these days, no less so than in the music manufacturing industry. We wrote about basic tactics for building a more engaging music website for your brand, so it’s time to talk about five things that you should NOT do to your music brand’s website.
Your musical instrument or equipment manufacturer site is the gateway to introducing your brand and showcasing products, but it also serves as a great conversion point for follow-ups after trade shows like NAMM. Following these steps will help ensure that your site is properly designed for optimum engagement of brand enthusiasts and prospective players.
1) Avoid flash intro pages and animated GIFs.
Incorporating a Flash intro page into your site may seem like a cool idea as a way to show off your gear, but you have to consider your audience and that they will likely visit your site from a range of different types of internet browsers and connections. If someone is browsing from a lower bandwidth, the load time of a Flash video could become frustrating, and within seconds, your audience has lost interest. Visiting your website from a phone or even a tablet will also distract from the initial impact of a Flash intro and could cause valuable traffic loss. Additionally, if you want frequent visitors to your site, having to sit through an entire Flash intro every time they visit your page will become tedious and annoying. Same goes for animated GIFs. You may think these show off your technological know-how, but the message is completely lost on your audience when they can’t download the images or are bored with the technology. Focus on creating engaging content that serves the purpose of what your target market is looking for rather than trying to persuade them with complicated images and videos.
2) Don’t overlook the power of your homepage.
Especially if you’re a new brand, many of your site’s visitors will come across you in a search engine posting directed to your homepage, and this will be the first point of engagement with your audience. Don’t overlook the power of your homepage to establish your identity, showcase what’s special about your product line, and convert them on your services. Your homepage should be clear and engaging, but also include a call to action to prompt your audience to learn more and browse other pages in your site.
3) Don’t use “click here” for links.
Understanding that your audience will browse your site from different browsers and devices also explains why you shouldn’t be using “click here” to designate links on your website. Using a generic “click here” text for your links doesn’t make them search engine friendly and isn’t particularly relevant for those who don’t actually “click” on links if they are using a touchscreen or other device. Being more specific with your links tells your audience exactly what they need to know and engages them with more relevant content.
4) Don’t make visitors hunt for information.
Make sure all your navigation is clearly labeled. Networking with your website is often the key to closing deals after trade shows and other events, so make sure you have a contact link accessible and properly labeled throughout your site for potential clients and customers to reach you directly. Don’t miss an opportunity because of a poorly designed website or buried information. Remember that players are on a constant search for information that makes them better at their craft. Put your brand’s expertise front and center, and engagement will follow.
5) Don’t leave it to chance.
Finally, and most importantly, your website should reflect your entire brand. Visitors to your site should have a clear understanding of who you are and what your brand represents from the moment they land on your page. When it comes to properly reflecting your brand, don’t skimp on the design and development aspects. Don’t overlook how important this can be in the long run, and hire a digital professional to advise on how your site can best incorporate your business. The initial investment will pay back dividends when it comes to building your brand.