Websites can be designed so well, they look like works of art. But no matter how beautiful a website is, if it's not connecting with prospective students, then we have a problem. And there is one key word missing from most music programs' websites.
The Glorified Calling Card
Most music studio and program websites are glorified calling cards. The homepage will include where the teacher studied, other performing and teaching credits, and some basic information about what's included. The problem is, the website isn't speaking to anyone.
In fact, if you can switch the name of your website with someone else's and there's not a huge difference, then you definitely want to think about making some changes.
The Most Important Word
The most important word you need to place on your website is "you." Or, you can also use "your."
Seems a little too simple, right?
But, think about it. Who are you speaking to with your website? Are you speaking to children? Are you speaking to parents? Are you speaking to adult students? Or are you speaking to no one?
Compare these two pieces of text for the above-the-fold section of a homepage:
Quality music lessons with highly trained teachers. (extremely common)
versus
Have you thought about how music lessons can enrich your child's life?
The first example is the "glorified calling card." It speaks to no one, and looks just like 95% of the other music-lesson websites out there.
The second "you statement" draws the reader in. It's clear that the messaging is directed to a parent. And, there is a question being asked that will compel most parents to continue reading to see what you have to offer.
Make the Change Today
This is a change you can make on your website today. Give it a try, and let me know what you think in the comments below.
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