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.
The mistake: Your website includes old concert dates, outdated rehearsal details, broken links, or missing information about tickets, auditions, or how to contact you.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 When information is outdated or incomplete, visitors may assume the organization is inactive or simply move on.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
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.
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
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”)
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:
If Google can’t find accurate information, neither can your audience.
How to fix it
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.
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
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.
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:
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.
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:
Quick win: Follow a simple rhythm of 1 promotional post followed by 2-3 relationship-building posts, and repeat.
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.