Why Your Music Studio Website Isn't Working (And How to Fix It)
Originally published in The Music Business Website Letter ♩ Issue #2
If you're wondering why your music studio website isn't working the way you hoped, you're not alone. Many studio owners have beautiful websites that simply don't convert visitors into enrolled students. The problem usually isn't what you think.
For a long time, I built websites the way I thought I was supposed to.
A client would come to me with an idea of what they wanted. I'd ask questions about colors, layout preferences, what pages, and functionalities they needed. I'd design something they liked, build it, hand it over, and move on to the next project.
It was checkbox design. They'd tell me what they wanted, I'd check the boxes, and we'd call it done.
The websites looked good. My clients were happy with them, but then I started noticing a pattern.
Months later, I'd check in or see their site still live, and the website I built wasn't doing what it was supposed to do. It wasn't bringing in inquiries. It wasn't helping them grow. It was just sitting there, looking nice but not "working for them".
I realized I had been treating web design like a service where the client tells me what they want, and I execute it. However, that approach was failing them, and it was failing me too.
The Problem with Checkbox Design
When you build a website based only on what someone thinks they need, you're skipping the most important question: what does their audience actually need to see in order to take action?
Most music educators I worked with didn't know the answer to that question. Not because they weren't experienced, but because they were too close to their own work. They assumed parents or students would just "get it" once they saw the site. They focused on listing their credentials, their lesson offerings, and maybe some testimonials.
What I kept seeing was that those websites didn't answer the real questions visitors had. Questions like:
"Is this teacher right for my kid?"
"Will I feel welcome here?"
"What makes this studio different from the one down the street?"
Without answers to those questions, people left. And my clients were left wondering why their beautiful new website wasn't doing anything.
That's when I realized I needed to change how I worked.
What Makes a Music Studio Website Actually Work
I don't start with design anymore. I start with strategy.
Before I touch any design tools, I spend time understanding who my client is trying to reach. What does that person care about? What are they worried about? What would make them choose this studio over any other option?
Then I look at how their competitors are positioning themselves, what messages are already out there, and where the gaps are. Places my client can stand out not by being louder, but by being clearer about who they are and who they're for.
Only then do I map out the site structure. What story does the homepage need to tell in the first five seconds? What objections does the about page need to address? What does the contact page need to say to turn interest into action?
This is what I mean when I say “website strategy”. It's a comprehensive strategizing phase that happens before any design work begins. And it's the difference between a website that looks good and a website that actually works.
Strategy-First vs. Checkbox Design: What's the Difference?
If you've ever worked with a designer who asked you what colors you liked and what pages you wanted, you've experienced the checkbox design approach. It's not that those designers aren't talented. It's that they're not asking the right questions to help you achieve your business goals.
A strategy-first process looks different. It takes longer up front. It requires you to think through things you might not have considered before. But it also means you're not guessing. We're not hoping your site works. We're building something based on real insight into what your audience needs to hear.
That's the approach I take now with every project. Because I've seen what happens when strategy comes first, and I've seen what happens when it doesn't.
Is Your Website Actually Working for You?
If you're wondering whether your website is actually serving you, or if you're thinking about building something new and want to do it right the first time, let's talk. I'd be happy to walk you through what a strategy-first process looks like and whether it makes sense for where you are right now.
Before you invest in a new website, you might also want to read about the 3 things that actually matter when choosing a web designer. Understanding what to look for in a designer can save you time, money, and frustration.
Ready to discuss your website strategy? You can reach me at amy@amyhangin.studio or fill out my contact form.
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