You’ve put together a wonderful concert program, promoted the performance through email and social media, and sparked interest among potential audience members. Now they’re visiting your choir’s website to learn more and, hopefully, purchase tickets. But how easy is it for them to take that next step?
Your choir’s website plays an important role in turning interested visitors into concertgoers. Even when someone is excited about attending a performance, confusing navigation, hard-to-find ticket links, or missing event details can create frustration and potentially cost you a ticket sale.
The good news is that you don’t need a complete website redesign or advanced technical skills to improve the ticket-buying experience. A few thoughtful changes can make it easier for visitors to find the information they need, feel confident about attending, and complete their purchases.
Let’s look at some practical ways to optimize your choir’s website for ticket sales.
When someone visits your choir’s website looking for an upcoming concert, they shouldn’t have to hunt for it. Make it easy for visitors to find your performances and access ticket information with as few clicks as possible.
Your homepage is often the first place visitors land, so it’s a natural spot to highlight your next performance. Include the concert title, date, and location, along with a prominent button linking to the concert details or ticket purchasing page. If you have multiple upcoming performances, consider featuring the next concert most prominently, with a link to your full concert calendar.
A clearly labeled “Concerts,” “Events,” or “Performances” menu item helps visitors find what they’re looking for quickly. Avoid burying concert information under less obvious menu headings or requiring visitors to navigate through multiple pages.
Choir members and administrators already know where everything is on the website, but someone visiting for the first time may not. Ask a friend or family member who’s unfamiliar with your site to find your next concert and its ticket purchasing link. If they struggle to locate either, it may be time to rethink how that information is presented.
The goal is simple. Make it immediately clear what’s coming up and how someone can attend.
Once visitors find an upcoming performance, your concert page should give them everything they need to decide whether to attend. Think of it as more than just an event listing. It’s an opportunity to showcase what makes your choir special, answer potential questions, and encourage visitors to purchase tickets.
Rather than relying solely on a general events calendar, create a dedicated page for each performance. This gives you space to share program details, photos, and other relevant information without cluttering your main concert listing. It also provides a direct link you can share in emails, social media posts, and other promotional materials.
Make sure the concert date, time, venue, and ticket prices are clearly displayed and easy to find. Include the venue’s address, parking information, and accessibility details, or provide links to where visitors can find them. Don’t assume your audience already knows where you perform or what to expect.
While a list of composers and musical works may be meaningful to fellow musicians, it might not be enough to capture the interest of someone less familiar with choral music. Describe what makes the program unique, the atmosphere audiences can expect, or the stories and themes behind the music. Help visitors imagine what they’ll experience at the concert.
High-quality concert photography, short performance videos, or audio clips can help bring your choir’s performances to life. These elements are especially valuable for potential audience members who have never heard your choir perform. Just be mindful when you do; too many large images or embedded videos can overwhelm visitors as well as slow the web page loading speed.
Providing answers to frequently asked questions (FAQs) can help visitors feel more confident about attending. Consider adding a list of FAQs to the concert landing page including:
Once someone decides they want to attend your concert, purchasing tickets should be the obvious next step. A well-placed, easy-to-spot ticket button can make all the difference in guiding visitors toward completing their purchase.
Buttons labeled “Buy Tickets” or “Purchase Tickets” tell visitors exactly what to expect when they click. Avoid vague wording like “Learn More” or “Click Here” when the goal is to direct someone to a ticket purchasing page.
Use a contrasting color, an easily readable font, and enough space around the button to draw attention. You don’t need flashy animations or oversized graphics. A clean, consistently styled button is often more effective.
Include a prominent “Buy Tickets” button near the top of each concert page so visitors don’t have to scroll to find it. For longer pages, consider repeating the button farther down, giving visitors another opportunity to purchase tickets once they’ve finished reading.
Use consistent wording and button formatting (color, size, font, etc.) throughout your website so visitors can easily recognize where to click. The easier you make it for visitors to recognize and access the ticket purchasing link, the less likely they are to get distracted or frustrated along the way.
Did you know that at least 50% of your website’s visitors come from an email or social media post they read on their phones? Purchasing tickets should be just as easy on a mobile device as it is on a computer.
Make sure concert details are easy to read, ticket buttons are large enough to tap, and visitors don’t have to zoom in or scroll sideways to navigate your pages. Pay attention to page loading times, especially if your concert pages contain large images or videos.
The experience doesn’t end when someone clicks “Buy Tickets.” If your choir uses a third-party ticketing platform, such as the one Chorus Connection offers, make sure your buttons link directly to the correct concert rather than a general ticketing homepage where visitors have to search again.
Review the checkout experience from your audience’s perspective. Are ticket prices and additional fees clearly displayed? Are there unnecessary steps or confusing instructions? Can visitors complete their purchase without creating an account?
You may not control every aspect of your ticketing platform, but providing direct links and clear instructions can help make the purchasing process smoother.
Outdated concert information can create confusion and frustration for potential ticket buyers. Make it a habit to review your website regularly, especially as performances approach.
Check that concert dates, times, locations, ticket prices, and purchasing links are accurate. If a concert sells out, is rescheduled, or changes venues, update your website promptly. After a performance has passed, remove it from your upcoming events listings or move it to an archive.
Keeping your website current not only helps visitors find accurate information but also demonstrates that your organization is active, organized, and attentive to its audience.
One of the simplest ways to identify potential problems is to experience your website as a ticket buyer. Start on your homepage and try to find an upcoming concert, learn about the performance, and follow the ticket purchasing process through checkout. Test it on both a computer, tablet, and mobile device.
Better yet, ask someone unfamiliar with your website to do the same and share their feedback. Can they easily find the information they need? Are there any confusing steps or unexpected obstacles?
If you have access to website or ticketing analytics, you can also review which concert pages receive the most traffic and whether visitors are clicking through to purchase tickets.
Even small observations can help you identify opportunities to improve the experience and make purchasing tickets easier for your audience.
Getting people interested in your choir’s concerts is an important part of audience development, but that interest needs to translate into ticket purchases. Your website should help make that transition as simple as possible.
By making concerts easy to find, providing helpful information, and removing unnecessary obstacles from the purchasing process, you can create a more welcoming experience for potential concertgoers.
You don’t need to overhaul your entire website to make a difference. Start with a few small improvements, test the experience, and continue refining it over time.
When was the last time you tested your choir’s online ticket purchasing experience? What changes have helped make it easier for your audience to buy tickets? Share in the comments below - we want to hear from you!