Have you cut your electronic grass lately?

Websites used to be simple.

You put them up.  Period.

But you can’t get away with just erecting a site and walking away anymore.  Oh no.  Especially when you’ve got a long-running show.

You see, if the Internet is like the information superhighway, then websites are the houses along this electronic roadway.  And as consumers race by, you want a site that stands out and makes the driver say, “Oooh, look at that beautiful/interesting/unique ‘house’ . . . let’s pull over and see what’s inside.”

That’s why it’s important your initial design be something that can attract the consumer when they’re cruising by.

But that is not where your design job ends.

Too many shows (and businesses, for that matter) think that once they launch their mega site, they can move on to something else.  But that’s the equivalent of not cutting the grass in front of your house for months, or letting the paint peel, or not raking the leaves.  Who wants to stop at a house that looks like that?  In fact, when your site looks a little run-down, “drivers” will speed up instead of pulling over, and say, “Honey, we’re in a bad neighborhood, let’s get the eff out of here and quick!”

With that, you’ve lost them forever.

That’s why it’s not only important to freshen up your site with new content as often as you can get it, but it’s essential that you comb through your site at least once a month, looking for outdated content, stale information, and anything that makes it look like you’re letting the grass grow a little too high.

What’s great about the net is that it allows you to get the latest and greatest information on anything with the click of a button.  But that means anything BUT the latest and greatest information looks like someone doesn’t care.

And if you don’t care, how do you expect a customer to?

 

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Comments
  • Kittu says:

    Totally agree. I’ve just started in marketing and that is what is happening now. Even in non theatre related industries (although one day I want to be in theatre marketing!) theatre needs to keep with the digital times!!

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