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Category Archives: Website

This week’s focus is Aaron’s website. It is so easy to put up a site and then ignore it. In business nothing should be beyond reproach. A lot of time has gone into Aaron’s website. Of course, it is perfect! There couldn’t possibly be anything that needed changing . . . Learning to monitor your thought process and emotions, being aware or present is an interesting journey. The voice in my head was looking for reasons to avoid this task against an indignant swell of emotion. I got over it when I noticed that while tracks from Aaron’s latest album, “american [fever] dream”, start to play automatically, there is nothing else that quickly says who he is, and why you would want to delve deeper into the content.

Build it and they will come. Not so when there is so much to choose from on the World Wide Web. It doesn’t matter if you are Aaron English, Musician, or Joe Bloggs, Purveyor of Fine Things, how do you attract traffic to your website? And then, how do you persuade it to stay a while and check you out? These are two fundamental questions you are going to have to ask. Attracting traffic in the first place is a big topic and I am going to revisit that question in another blog.

Having started out with the perfect website(!), I now see that there are a number of things that could be tweaked:

  • it needs a photo of Aaron right up there, so it is one of the first things a visitor sees.
  • the single, Believe, made the Top 20 on the AC Modern chart in the US last summer. We need to shout about that definitely.
  • the pitch needs work.
  • change the music player to be a MySpace widget to help track plays. This is one of those metrics that industry folk like to look at.
  • the newsletter sign up is right at the bottom of the page, and, as more Tweets and news appear on the page, the further it slips down the page.
  • I can see adding a merch page, once there is some, beyond the music.
  • a data policy statement for those signing up to newsletter.
  • a Facebook “Like” button wouldn’t go amiss, either.

My last task on the website, for now, is to understand how people are using the site and whether the changes have had any effect. You can’t manage something you can’t measure, so I have signed up the site to Google Analytics. You can easily be overwhelmed by the stats you can collect so take a moment to understand them and decide which are the important ones. There are some stats, like average time on site, that don’t add up so don’t take them too seriously. The great thing about Google Analytics is that you can generate reports to cover any period you have been using them, so you don’t need to keep taking snapshots or writing figures down. I can see Analytics taking over from the paint drying site, if I allow it.