A person navigating through a Chilean bank web...Image via Wikipedia

Because it makes you money. It’s quite simple really. If your website is really working for you then it will bring in more visitors. Not lots of random visitors, but exactly the right kind of visitors for your arts organisation.

They’ll be looking to buy from you. And if your website works well and you can boost conversion rates then they’ll become customers. You need a website which is visible so people know about your organisation and are driven there. Then you want to make it an easy and pleasurable experience for them to buy from you. If they have a great experience from the moment they deal with you then they are likely to become repeat customers.

Your first step is to develop a marketing plan for your website – get that end objective clear in your mind and then work towards developing a profit-centre website that will take your organisation to the next level.

If you’d like to know more about turning your cost-centre website into a profit-centre website then call Masque Arts on +44 (0)20 7100 6010 or email us for further information.

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You probably already have a website. You might quite like your website. It looks nice and you seem to get plenty of visitors. So it’s doing its job, right?

When you first had your website built did you have a clear objective, did you know what you wanted to achieve once the website was up and running? Maybe you wanted more customers to buy tickets online? Maybe you wanted more membership sign ups? Maybe you didn’t even think about it.

And if you didn’t think about it you wouldn’t be alone. Lots of organisations set up their website without any clear idea of why they are doing it and it ends up costing them money rather than doing what it should be doing, which is making them money.

Stop and think about your website.

  • What does it do for your organisation?
  • Does it make your organisation more profitable?
  • How are you measuring the success of your website?
  • Is your website vital to how profitable your organisation is?
  • Is your website effective?
  • Does it work for your target market?

Can you answer each of these questions? You should be able to and it should be easy to see whether your website is as effective as it should be. If you can’t answer these questions or it becomes clear that your website isn’t working as hard as it should then it’s time to change the status quo.

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