C.U.N.Y. Digital Insights
9 Key Features for an Engaging Performing Arts Website
Your website is your digital stage. This guide breaks down the 9 key features every theater, orchestra, or dance company website needs to sell tickets, engage audiences, and showcase its art.
The performing arts are all about creating a live, shared experience. It is about the magic that happens in a room when artists and an audience connect. For that reason, a performing arts organization’s website has a special job to do. It must capture a piece of that magic and translate it to the screen. In short, it needs to be more than just a source of information; it needs to be an invitation to an experience. A great performing arts website is your digital box office, your virtual stage door, and your most important marketing tool all rolled into one.
However, building a website that does this well requires a careful balance. For instance, it needs to be visually stunning, using powerful photos and videos to convey the excitement of a live performance. At the same time, it must be incredibly easy to use. A potential ticket buyer must be able to find what is playing and purchase a ticket in just a few clicks. This guide will walk you through the 9 key features every modern performing arts website needs to succeed. By focusing on these essential elements, you can create a digital presence that fills your seats and builds a loyal community around your art.
Feature 1: A Stunning and Visual Homepage
Your homepage is your digital curtain. It is your first and best chance to show a potential audience member the power of your work. As a result, it needs to be visually driven. Use large, high-quality photos and video clips from your performances. A short, exciting sizzle reel video is one of the best ways to grab a visitor’s attention. In addition, your homepage should clearly feature what is currently playing and have a big, bold button that says “Buy Tickets.”
Feature 2: A Clear “Current Season” or “What’s On” Section
People come to your website to find out what shows you are putting on. Therefore, you need a section that is easy to find and easy to understand, showcasing your current season of performances. This is, in effect, your product catalog. For each show in your season, you should have a clear listing that includes:
- The title of the show
- The dates of the run
- A compelling, short description
- A beautiful promotional image
Each of these listings should click through to a dedicated page for that specific show.
Feature 3: An Easy-to-Use Online Box Office
Selling tickets online should be a simple and painless experience. Your “Buy Tickets” button should be on every page of your site. When a user clicks it, the process that follows should be as smooth as possible. A clunky or confusing ticketing system is a sure way to lose sales. This is a critical element of good UX design.
Your Online Box Office Checklist
- Is it mobile-friendly? Most people buy tickets on their phones.
- Is the “Buy Tickets” button always visible?
- Can users easily pick their seats from a map?
- Is the checkout process simple, with as few steps as possible?
Feature 4: A Compelling “Support Us” Section
Ticket sales alone rarely cover the full cost of producing high-quality art. For that reason, fundraising is essential. Your website must have a clear and compelling section that asks people to support your work. This section should explain why donations are important and what they help you achieve, from building sets to funding arts education programs. Similarly, you should have a dedicated page for memberships that clearly outlines the benefits at each level. A prominent “Donate” button, linked to a simple and secure donation page, is a must-have.
Feature 5: An Engaging “About Us” Page
Your “About Us” page is your chance to tell your story. It should share the history of your organization, your mission, and your vision for the future. Furthermore, this is a great place to introduce your artistic director, your staff, and your board of directors. A great About Us page helps to build a personal connection with your audience and builds trust.
Feature 6: Educational Resources
Many performing arts organizations have a strong educational mission. Consequently, your website should have a dedicated section for your educational programs. This could include information for teachers and students, study guides for your productions, and details about workshops or classes you offer. This is a powerful way to serve your community and deepen your impact.
Feature 7: A Photo and Video Gallery
The performing arts are a visual medium. For that reason, your website should be filled with high-quality photos and videos. A dedicated media gallery is a great way to showcase your work. You can create galleries for each of your past productions. This not only creates a beautiful archive of your work but also helps to build excitement for your upcoming shows. High-quality visuals are a key part of any good website image strategy.
Feature 8: A “News” or “Blog” Section
A blog is a fantastic tool for taking your audience behind the scenes. You can use it to share interviews with actors and directors, write articles about the history of a play, or announce casting news. In addition, a regularly updated blog is one of the best ways to improve your SEO, which helps new people find your organization online.
Feature 9: Clear “Plan Your Visit” Information
Just like a museum, you need to make it easy for people to come to your venue. A clear “Plan Your Visit” or “Your Visit” section is essential. This page should include:
- Your address and a map.
- Parking and public transit information.
- Information about your venue’s accessibility.
- Any important policies, such as late seating or health and safety protocols.
Your website is your digital stage, and every page is part of the performance.
Conclusion: Setting the Stage for Success
A great performing arts website does more than just sell tickets. It captures the imagination of the audience, builds a community of supporters, and serves as a digital home for your art. By focusing on these 9 key features, you can create a website that is a powerful asset for your organization. Ultimately, a strong digital presence will help you fill your seats, fund your work, and share the magic of live performance with the widest possible audience.
Your Questions, Answered
Common questions about performing arts websites.
Ready to Build a Website That Sells Out the House?
A great performing arts website needs to be beautiful, functional, and easy to use. We can help you build a stunning website that captures the magic of your work and makes buying a ticket a seamless experience. Schedule a free consultation to get started.
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