Why Your Artist Website Must Evolve With Your Vision
For any artist striking out on their own, the to-do list is endless. But in a world saturated with content, one item is non-negotiable: your digital presence. The popularity of behind-the-scenes (BTS) reels, documentaries, and process-based content has fundamentally changed audience expectations. This insight into creation is no longer a bonus; it’s a part of “the work.” Almost every theater and film production I know is fighting to capture and keep the attention of today’s audiences, and as independent artists, we are in the same boat.
Yet, I know so many incredible artists who are shooting themselves in the foot because they refuse, or don’t have the capacity, to maintain a strong, interactive, and easy-to-navigate website. As I work on redesigning my own site to match the momentum of my projects, it is becoming so clear that this is essential. Your website isn’t just a business card; it’s your studio, your stage, your box office, and your archive. It’s the anchor for all your outreach, and as your project grows, your digital home must be renovated to grow with it.
I’m in the middle of this exact process with the Labor Pains project, and I want to share why I’m redesigning laborpainsproject.com.
The Starting Point: A Home for Accountability and Ideas
When I launched the blog component of the website back in January, my goals were simple and strategic. First, it was a space of accountability for myself. Committing to a weekly update meant I had to have something to report each week, which kept the project moving forward. Second, it was a tool to build an audience by sharing my process and delving into the nuanced, complex concepts my art addresses. It was, in essence, a digital sketchbook and journal, inviting people into the “why” behind the work. For any artist starting a new project, this is a fantastic first step.
Recognizing the Growing Pains (and Gains!)
Fast forward eight months, and the Labor Pains project has grown beyond that initial framework. The website’s original purpose as a simple blog no longer captures the full scope of what’s happening. The project has become multifaceted, and the website needs to reflect that.
I am now actively:
- Promoting Events: The “Map & Meets” are a core strategy for building the oral history collection, and they require clear promotion, dates, and locations.
- Seeking Sponsorship: To bring this work to life, I need financial support, and the website must be a professional portal for potential sponsors.
- Recognizing Partners: It’s crucial to publicly acknowledge and celebrate collaborators, like our performance site partners, the West Oakland Mural Project in Oakland, CA and the Underground Railroad Education Center in Albany, NY.
- Expanding Offerings: Soon, I will be launching merchandise and selling tickets to preview performances.
When your project’s activity outpaces your website’s functionality, it’s time for a change.
The Redesign: From Blog to Multifaceted Digital Hub
The goal of the redesign is to transform the website from a single-purpose blog into a dynamic hub that serves all these diverse needs. I am by no means a master in web design, but the process itself has been clarifying. It forces you to think like an audience member and build clear pathways for them, whether they’re looking to read the latest update, learn about an event in Oakland or Albany, figure out how to become a sponsor, or eventually, buy a ticket.
Even as I fundraise to hire professionals, it’s critical to have a functional, informative site right now. A clean, well-organized DIY site is far more effective for your audience than a confusing or outdated one. It needs to convey the seriousness and ambition of your work from the first click.
Your Website Tells Your Story
Think of it this way: your social media channels are the invitations to the party, but your website is the house where the party is happening. It’s the one piece of digital real estate you truly own.
More importantly, your website tells your project’s story. In a time when storytelling is becoming ever more important, when America itself is fighting to tell its story, the narratives we shape as artists matter. Your website is the vessel for that narrative. It gives context, depth, and permanence to your vision. It is the definitive story of your work, told in your own words.
So, I encourage you to look at your own digital home. Does it reflect where your project is today? Or does it reflect where you were when you started? Your vision is constantly evolving, and your website should be a living document that evolves right alongside it.
A Resource to Get You Started
If you’re wondering where to begin with the strategy behind all this, I highly recommend looking into “The Strategy of Content Marketing,” a course offered by UC Davis through Coursera. It offers a great entry point into how to think about your audience and begin to build the digital presence you need for your work. You can audit the course for free to access all the learning materials without needing to pay for a certificate.
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