Is your lack of a good studio website costing you leads and business? Make sure you aren’t missing any of these core elements.

If a tree falls in the forest and no one is around, does it make a sound?

It may sing “Amazing Grace” on the way down, but unless there’s a video of it online, no one is ever going to hear it.

The same can be said about your studio. You could be a world-class producer or engineer, but without a professional-looking website you’re losing potential clients and throwing money out the window.

Why Your Studio Needs a Real Website In the First Place

A website is one of your studio’s best resources for generating word-of-mouth advertisement and capturing leads, or potential customers.

Most engineers rely heavily on word-of-mouth advertising. Through networking, concert attendance, referrals and social media posts, we can spread the word about our studios and services. But let’s face it: Before a musician forks over their hard-earned cash to work with you, they’re going to Google you.

If a prospective client searches for your studio online and they don’t see anything on the first page of results, chances are they’ll just search for another studio.

If someone looks up your studio and only finds your social media pages but no website, they may think of you as an amateur.

And if someone Googles your studio and finds a poorly-designed website that looks like it was made in the 1990s, they’ll know you’re an amateur.

The bottom line is, unless you have a professional-looking website show up on the first page of a web search, you’re losing leads.

Fortunately, it’s easier than ever to put together a stunning website in minutes using template-based services like Wix, Squarespace and WordPress. Just be sure to include these seven features, and you’ll eliminate some of the most common barriers to landing new clients.

1. A Searchable Name

Over 67% of all clicks from Google searches go to the top five results. When someone Googles your studio, your website should be the top result. That doesn’t happen by accident.

The first thing you need to do is tell Google that your website exists by registering your domain name. If you’re using a free web hosting services, you probably have a domain name like website.com/user/YourStudioName. Not only are domain names like this difficult to search for, but they’re also seen as unprofessional.

Most web hosting services allow you to purchase a .com domain name for less than $20 a year. It’s definitely worth it to spring for YourStudioName.com.

After purchasing your domain name, register it with Google using Google Search Console.

Google also has some great search engine optimization (SEO) tips on how to improve your ranking in search results.

2. A Simple Homepage

The average adult has an attention span of 8 seconds. So your website needs to quickly and clearly convey what you do.

Immediately after loading your website, visitors should be able to see your studio name or logo, a sentence or two about what you do, and a clear “call to action” button—all without having to scroll.

When crafting your one-sentence bio, be sure to mention your niche. Do you focus on a particular genre or style? Do you specialize in a certain service? Are you local to a specific scene? Determine what differentiates you from the competition and make it clear.

Your “call to action” button should drive visitors to take a specific action—like filling out your quote request form further down the page. (More on that later).

You can add more to your site beyond this if desired, but to get maximum results, you need a clean and uncluttered landing page with just these core elements “above the fold”, without any need for scrolling.

3. Description of Services

Potential clients want to know what services you do and do not offer. Are you a one-stop-shop that offers songwriting, production, recording, editing, mixing and more? Or are you a specialized studio that really excels at one or two services?

When describing your services, use words that appeal to musicians in your niche. Imagine what you would say to your quintessential client. Determine what words they use to describe their own needs.

Be sure to include images that speak to them too. Professional photos of your studio are always best, but if that’s not an option, there are plenty of great stock photos that can help get the job done.

If you do use stock photos to help set the tone, just be careful not to falsely advertise your studio as being capable of something it’s not. A photo of a 48-channel console and a multitrack tape machine may look great, but clients are going to be pissed when they show up to your Mom’s basement and see Ableton running on your laptop and some egg cartons on the walls.

4. An Impressive Portfolio

The main reason most potential clients looks for your website is to check out your work. So include multiple songs that demonstrate your skills in all of the services you listed.

If you offer songwriting services, include your best arrangements. If you offer recording services, include your best recordings, and so on.

Anyone who has made it this far down your website is interested in hiring you, and this is your chance to really show them what you can do.

If you’re just starting out, you may not have a very diverse portfolio. In that case, it’s better to include a few great examples than a bunch of mediocre ones.

Try to include three songs in your core genre(s) that are well-written, well-recorded, well-mixed and well-mastered. Even if you only offer recording services, it’s worth it to invest in the mixing and mastering process, even if your early clients don’t, in order to make your examples sound as good as possible.

5. Social Proof

Social proof is all about backing up your claims with corroboration from happy clients. You need to prove to potential clients that you’re as good as you say you are by having other people tell them so.

This could be as simple as including an “About” page with a bio that details your accomplishments and past collaborations. Maybe you interned with a well-known engineer, or worked with a popular band, or even won an award for a project.

Another approach is to let your work speak for itself. Simply listing your discography can be a great way to offer social proof if you have an impressive track record.

Both of those options can be particularly tough if you’re just starting out. Thankfully, there’s a third option: Testimonials.

Testimonials are one of the most powerful forms of social proof available. And the best part is, you don’t need to win any awards or work with any famous musicians to get them! Simply reach out to a few past clients and ask them for a quote about how happy they are with your work. (Just make sure they were happy with your work before you reach out…)

As a bonus, getting back in touch with old clients and making them think about how great it was to work with you is also an excellent way to drum up some repeat business and further your organic word of mouth!

6. A Quote Request Form

This is it—this is what we’ve all been waiting for. This is the entire purpose of your website: A way for potential clients to get in touch with you and tell you more about their next project.

A simple form that only asks for an email address and a message will get you the most responses, but only a small portion of them will turn into clients.

A “high friction” form that includes lots of questions like “Which services are you interested in?”, “How many songs do you have?” and “What’s your budget?” will get far fewer responses. However, those who do respond will be more easily converted to clients.

After filling out the quote request form, users should be sent a confirmation. Be sure to test this function, and respond to quote requests within 24 hours for the best chance to seal the deal!

7. Contact information

Last but not least, people need some way to get a hold of you. Sure, the quote request form allows them to get in touch—but only about booking you for a project. What if they just have a question? Or what if they already hired you and they just lost your number?

Somewhere clearly visible on your website, you should include an email address, a phone number, and links to your social media pages. If you’re a recording studio, you may also want to include an address. (Although privacy on this front may be key to a studio that isn’t in a conventional commercial building with sufficient security and insurance.)

If you don’t want to list your personal cell number on your website, just get a Google Voice number. You can send and receive calls, texts, and voicemails from your mobile device or computer, and it’s totally free.

By ensuring that you include these seven features to your website, you should start to see an increase in traffic, inbound messages, and with clients, clients! Here’s to landing your next one.

Brad Pack is an award-winning audio engineer and writer based in Chicago, IL. He currently owns and operates Punchy Kick, a professional mixing and mastering studio that specializes in pop punk, emo, punk, grunge, and alternative music.

He has been helping artists connect with fans through emotionally resonant mixes, cohesive masters, and insightful guidance for over 10 years. Check out his website PunchyKick.com or say hi on Instagram @PunchyKick.

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