Turning attention into action is one of the hardest things for an artist to do — especially online. You’ve made the music, you’ve built the buzz, but without a well-optimized website, those potential superfans might click away before you even get a chance to connect. If you want to turn casual visitors into paying customers, here are 10 serious upgrades your website needs — no fluff, no filler, just actionable advice that works.
1. Fix Every Ticket Link. Test It Twice.
There is no faster way to lose a sale than sending someone to a broken or outdated ticket link. Every upcoming show on your site should have a clean, easy-to-spot button that leads to a working purchase page. Test it on mobile. Test it on desktop. Set a calendar reminder to check links weekly while you’re on tour. Fans don’t refresh — they move on.
2. List All Your Streaming Platforms — Not Just Spotify
Not everyone uses the same app. If your site only links to Spotify, you’re unintentionally ignoring your Apple Music, YouTube Music, Tidal, Deezer, and Amazon Music listeners. Use a smart link or embed buttons for every DSP you’re on. Don’t make fans hunt you down — bring your music to them, on their terms.
3. Add Clear Call To Actions To Every Page (Including the Homepage)
Every single page should tell fans what you want them to do: buy merch, stream a song, join the list, get tickets. And make it obvious. Use bold buttons, strong language (“Get Tickets,” “Join the Fan Club,” “Shop the Drop”), and position CTAs near the top and bottom of every page. Don’t just assume they’ll find their way. Show them the door — and invite them in.
4. Make Sure Your Site Is Mobile-Optimized
Most of your fans are on their phones. If your layout looks broken, text overlaps images, or buttons are too small to tap, they’re gone. Use a responsive website builder and test your site on multiple screen sizes. Fast load time, easy navigation, and a friction-free mobile store are the minimum in 2025.
5. Keep Your Bio, Tour Dates, And News Updated
Old info signals neglect — and that’s a trust killer. Fans want to know you’re active and legit. Make sure your “About” section is up to date, your tour schedule is current, and any major updates (album releases, new singles, videos) are easy to find. A well-maintained site builds credibility, fast.
6. Offer Exclusive Perks For Email Signups
Your mailing list is the most valuable digital asset you have. Add a sign-up form with a real incentive: early access to tickets, unreleased demos, fan-only discounts, or behind-the-scenes content. Make the value clear, and promote it everywhere. Social followers are rented space. Email subscribers? They’re yours.
7. Integrate A Frictionless Store With Multiple Payment Options
Fans should be able to buy merch, vinyl, or downloads without jumping through hoops. That means a secure storefront, streamlined checkout, and payment flexibility — credit, PayPal, Apple Pay, even Shop Pay. Reduce the number of steps, minimize distractions, and make the sale seamless.
8. Highlight Bestsellers And Limited-Time Offers
Not all merch is created equal. If something’s popular or nearly sold out, make that visible. “Only 3 left!” creates urgency. Bundle items to increase cart size. Use banners or homepage sliders to feature bestsellers, pre-orders, or limited drops. Let your website act like a merch table with a hype person.
9. Use Analytics To See What’s Working (And What’s Not)
Don’t guess — check the data. Are visitors leaving a certain page fast? Are they clicking your CTA or ignoring it? Use analytics tools to monitor bounce rates, top pages, and store conversions. Tweak as needed: change a headline, move a button, update images. A 2% improvement every week adds up.
10. Make Sure Your Branding Is Consistent Everywhere
From your font choices to your color palette to your voice, your website should feel like you. If a fan follows you from TikTok to your site, they shouldn’t feel like they’ve landed in someone else’s world. Cohesive branding creates trust and tells your story before you say a word.
A great website doesn’t have to be flashy — but it does need to be functional. Your site is the one place online where you control the experience, and with the right strategy, it can turn casual listeners into loyal supporters. Take these changes seriously, and you won’t just be seen. You’ll be supported.
If you’re still looking for help, or have any questions, or looking for more information, email me, I’ll be happy to chat – Eric@ThatEricAlper.com and talk soon!