Photo by Dunamis Church on Unsplash
Spring is here, more or less. Some release is here, more or less. Energy previously pent-up or consumed with survival — for some — is ready to burst forth. Whether you’re an aspiring Music Row artist, updating your Bandsintown manager, or doing something else entirely, there’s a sense of increased activity and momentum. Toward what, and why? What, exactly, is unknown. It’s always been this way, but that awareness is so intense now. The future is fuzzy. The why? Let’s get a little closer.
When considering all of the different ways to approach website navigation, sometimes there’s a tendency to focus around the main thing instead of on it. Ease, certainly. Appropriateness for an audience or “dream client” absolutely. Mobile-friendliness, no doubt. But there’s more to it.
Purpose. Or, telos if you will. And I wonder if that telos is twofold. First, a visitor gets a sense of your unique gifting — how you serve. Second, the visitor travels through your site and finds what they need with minimal interference. Both of those processes lead to an incomparable connection with you. Not just getting sucked into an impersonal sales funnel.
The key: This won’t look the same for everyone! The difference: the real things (yes, IRL) that you want your audience to connect with will vary according to you. If you’re a young musician launching your first website, the navigation should take visitors on a completely different journey than if you’re well-established and seasoned. All too often, I see websites for creatives that don’t reflect their particular stage and depth of artistry. The ones that do are a gift, and all too rare.
Your site can. It takes care, it takes intuition, it takes deep consideration of your telos.
