6 Marketing Mistakes Choirs Make Online (And How to Fix Them)

The start of the new year is a natural moment to pause, reset, and look at what’s working and what could use a little attention. Running a choir today means doing far more than planning rehearsals and performances. For many choral organizations, especially non-profits, the same small group of people is responsible for everything: artistic direction, administration, fundraising, and marketing. Because of that, it’s very common for online marketing to fall into a “good enough” category. And honestly? That’s understandable. 

A handful of common online mistakes can quietly cost choirs’ audience members, singers, donors, and visibility, often without anyone realizing it. The good news is that many of these issues are easy to fix once you know what to look for. Here are six of the most common mistakes choirs make online, along with practical, low-stress ways to fix them.

1. Outdated or Incomplete Website Information

The mistake: Your website includes old concert dates, outdated rehearsal details, broken links, or missing information about tickets, auditions, or how to contact you.

Why it matters: Your website is often the first place someone goes to learn about your choir. When information is outdated or incomplete, visitors may assume the organization is inactive or simply move on.

How to fix it

• Review your website at least once per quarter
• Make sure these pages are always accurate:
  • Upcoming concerts or “Season Coming Soon”
  • Rehearsal location and schedule (if public facing)
  • Leadership or staff listings
  • Contact information
  • Ticket and donation links
• If your choir is between season cycles, say so clearly.

For a more detailed website checklist, including how to test links, refresh visuals, and tidy up old content, check out our guide to spring cleaning your chorus website.

Quick win: Add a small note in the footer, like “website will be updated for the current season soon” to reassure visitors that the site is being maintained.

2. Relying Only on Facebook

The mistake: “All of our information is on Facebook”

Why it matters: Not everyone uses Facebook, and even followers don’t see every post. Social media platforms control who sees your content and when. Your website is the one online space you fully control.

How to fix it

• Treat Facebook as a distribution tool, not your home base
• Make sure your website includes:
  • Concert details
  • Ticket links
  •  Audition info
  • A clear way to contact you
• Use Facebook posts to link back to your website, not replace it

Quick win: If your Facebook bio currently says, “See our page for details,” change it to include your website link and one clear action (like “Visit our site for concert info”)

3. Ignoring Google Search and Google Business Profiles

The mistake: Your choir doesn’t show up when someone searches your name, or your Google listing is missing, incomplete, or incorrect.

Why it matters: Google is often the first stop for:

• People looking for concerts
• Potential singers searching for choirs in their area
• Donors or presenters researching your organization

If Google can’t find accurate information, neither can your audience.

How to fix it

• Claim or create your Google Business Profile
• Make sure it includes:
  • Correct name and location
  • Website link
  • Concert venue (if applicable)
  • Photos
  • A short description of your organization
• Update it at the start of each season

If you’re new to SEO, start with our beginner-friendly SEO tips to learn how search engines find your choir online.

Quick win: Search your choir’s name in Google and see what comes up. If the info is wrong or incomplete, fix that first.

4. Uploading Photos Without Context or Tags on Your Website

The mistake: Photos are uploaded with names like “IMG_4738.jpg” and no captions or descriptions.

Why it matters: Photos help tell your choir’s story, but search engines and screen readers can’t interpret images without context. Nondescript images are missed opportunities for visibility and accessibility.

How to fix it

• Rename image files before uploading (e.g., “spring-concert-your-choir’s-name.jpg”)
• Once uploaded to your website, add:
  • A short caption
  • Descriptive alt-text (a description of what’s happening in the photo)
• Use photos to show:
  • Performances
  • Rehearsals
  • Community engagement

For a deeper look at image optimization and other SEO-friendly practices, we’ve shared additional tips for improving your choir’s visibility online.  

Quick win: Update just 5 key photos on your website homepage or on the concert landing pages on your website with better file names and alt text.

5. No Clear Calls to Action

The mistake: Your website or social posts share information but never clearly say what someone should do next.

Why it matters: People won’t guess. If you don’t tell visitors how to engage, many simply won’t.

How to fix it

Add clear, simple calls to action such as:

• “Buy Tickets”
• “Join Our Mailing List”
• “Audition With Us”
• “Donate”
• “Contact Us”

Place them on your homepage, on concert pages, and at the end of blog posts.

Quick win: Add one prominent button to your homepage with the single most important action you want people to take right now.

6. Only Posting “Buy Tickets Now” on Social Media

The mistake: Every post is a sales message and nothing else.

Why it matters: Audiences engage with stories, not just announcements. When every post asks for something, people tune out.

How to fix it

Mix in content that:

• Shares rehearsal moments
• Highlights singers or composers
• Explains why a piece was chosen
• Shows behind-the-scenes life of the choir
• Celebrates community impact

Quick win: Follow a simple rhythm of 1 promotional post followed by 2-3 relationship-building posts, and repeat.

Small Improvements Add Up

Marketing your choir doesn’t have to be complicated or expensive to be effective. Small, intentional changes, like keeping information current, clarifying next steps, and showing up consistently, can make a meaningful difference over time.

You don’t need to do everything at once. Pick one mistake, fix it this week, and build from there.

One small improvement is often all it takes to start building momentum. As you head into the new year, which of these fixes feels easiest to tackle first? Tell us in the comments below.