My former manager, Glenda, and I are meeting this morning about an artist she’s working with these days.  I’m giving her a primer on putting an artist on-line.  We’ve been trying to meet for months but I’m glad it didn’t work out until today because I’ve only recently had some very important revelations about the whole artists on-line thing.  Here’s one that most folks miss and that I, arrogantly, think is something you’ve got to understand before taking the first step on-line:  Conversion.

Every page on the web, whether it’s creator knows it or not, is working to convert a visitor.  When converted, the visitor…

  • Hands over an e-mail address for something
  • Downloads something
  • Thinks something
  • Spreads something
  • Watches something
  • Hears something
  • Buys something
  • Signs up to get something
  • Volunteers to do something
  • Donates toward something
  • Believe something
  • Writes something
  • Clicks away from the site and never comes back
  • From a record company’s and manager’s perspective this conversion goal and measurable progress toward it makes the investment in web presence “worth it.” If this goal can be met without diminishing at all the fan’s experience on-line, then visiting the artist’s page is worth it.  If either the fan or the powers that be don’t get what they want out of the on-line plan, it’s not good enough to launch yet.

    A web page should never be a pamphlet (Churches, listen up).  If it’s worth investing in, it converts visitors.  And, more specifically, a blog is most beneficial to the reader and the writer when it’s more than a road diary.

    So, this morning I’m simply asking my old friend Glenda what kind of conversion she wants.  She may not need a blog, youtube channel, facebook page or any other newfangled on-line contraption.  Answering this same question is helping me do less on-line and yet be more productive.

    What are you converting folks to?