A museum is a place of stories, of history, and of inspiration. In our digital world, a museum’s website has become an extension of its physical galleries. It is the first place a potential visitor will go to plan their trip, and it is a powerful tool for engaging with a global audience that may never walk through your actual doors. A great museum website is more than just a brochure; it is an interactive and educational experience in its own right.

Building a website that does this well requires a thoughtful approach. It needs to be beautiful and visually engaging, but it also needs to be incredibly practical and easy to use. It must serve the needs of the first-time visitor, the loyal member, the curious student, and the serious researcher. This guide will walk you through the 9 essential features every modern museum website needs to succeed. By focusing on these key elements, you can create a digital presence that does justice to the treasures in your collection.

Feature 1: A Clear and Simple “Plan Your Visit” Section

This is the most important feature for your potential visitors. The goal of this section is to make it as easy as possible for someone to come to your museum. This information should be impossible to miss from your homepage.

What to Include:

• Hours and Location: Your current hours of operation and your full address, with a link to Google Maps.
• Admission and Tickets: A clear breakdown of your ticket prices, with a prominent button to buy tickets online.
• Parking and Directions: Simple instructions on how to get there, whether by car or public transit.
• Accessibility Information: Details on wheelchair accessibility, services for visitors with disabilities, and any other accommodations you offer. This is a critical part of an accessible website.

Feature 2: A Captivating “Exhibitions” Section

Your exhibitions are your main attraction. Your website should have a beautiful, engaging section that showcases what is currently on view and what is coming soon. For each exhibition, create a dedicated page with:

• High-Quality Images: A gallery of beautiful photos or a short video trailer.
• A Compelling Description: A well-written overview that makes people excited to see the exhibition in person.
• Dates and Details: The run dates of the exhibition and any related programming.

Feature 3: An Online Collection Database

Your online collection is a powerful tool for education and engagement. It allows you to share your treasures with a global audience. You do not need to digitize your entire collection at once. Start with your most important works and build from there. A great online collection should be searchable and feature high-resolution images and detailed information about each object.

Feature 4: An Easy-to-Use Online Ticket System

The ability to buy tickets online is no longer a luxury; it is an expectation. Your “Buy Tickets” button should be prominent on every page. The checkout process should be simple, secure, and mobile-friendly. A smooth and easy ticketing experience is a key part of good UX design and can significantly increase your ticket sales.

Feature 5: A Compelling Membership and Support Section

Your website is your most important fundraising tool. You need a clear and compelling section that encourages visitors to become members and donors. This section should clearly explain the benefits of membership at different levels and make it easy to sign up online. Your “Donate” button should also be easy to find on every page, with a simple, secure donation page.

Feature 6: A Robust Events Calendar

Museums are hubs of activity. Your website needs a central calendar that lists all of your upcoming events, from lectures and workshops to family days and galas. A great calendar will be easy to filter by date and event type. For each event, be sure to include a clear description, the date, time, location, and a link to register or buy tickets. This is similar to the needs of any great fundraising event.

Feature 7: Educational Resources for Teachers and Students

Your educational mission is a core part of what you do. Your website should have a dedicated section with resources for teachers, students, and families. This could include lesson plans, pre-visit guides, and online activities related to your collection. This is a powerful way to serve your community and build a relationship with your local schools.

Feature 8: A “News” or “Blog” Section

A blog is a great way to share behind-the-scenes stories, announce new acquisitions, and provide deeper insights into your collection. A regularly updated blog is also one of the most powerful tools for SEO (Search Engine Optimization), helping new people discover your museum through Google searches.

Feature 9: A Professional “About Us” and “Contact” Section

Your “About Us” section should tell the story of your museum’s history and mission. It should also include information about your staff and board of directors to build trust and transparency. Your contact page should make it easy for visitors, members of the media, and potential partners to get in touch with the right person.

Your website is the digital front door to your collection and your mission.

Conclusion: Your Museum’s Digital Front Door

A modern museum website is a complex and powerful tool. It is a ticket office, a gallery, a library, a classroom, and a gift shop all in one. By focusing on these 9 essential features, you can create a website that serves your diverse audience, enhances your visitors’ experience, and extends the reach of your mission far beyond your physical walls. It is an investment in the future of your institution.