Web Marketing for the Music Business, 2nd Edition

Chapter 5

Creating the Web Site

WEB SITE GOALS

Before one can begin designing a web site, it is necessary to determine the purpose of the site and outline the goals for the web site. For a musician or singer, these goals should include the following:

•  Creating and reinforcing brand awareness

•  Advertising and promoting products (recordings and concert tickets)

•  Generating direct sales (mail order and e-commerce)

•  Creating a sense of community among an artist’s fans

•  Creating repeat traffic

The design will need to incorporate aspects that support and enhance these goals. It should be attractive and suit the artist’s image. It must also be designed to appeal to the target market. For a small business, such as a recording studio, venue, ...