Throughout the process of creating a website as a self-promotion and arts marketing tool, it was vital to analyse some existing web content. The websites I have analysed are www.clout-theatre.com, www.bamboozletheatre.co.uk www.rambert.org.uk, www.steeleelliottschoolofdance.co.uk, www.hobgoblintheatrecompany.co.uk and https://bennorrispoet.com/. These sites were chosen due to representing a variety of sectors and positions within the performing arts industry; Rambert at a national level, Clout Theatre and Ben Norris as emerging artists, Bamboozle and Hobgoblin as community and charity organisations, and Steele Elliot as an independent local business.

 

Colour scheme is a crucial, eye-catching feature of any website, particularly when the site is being used as a marketing tool for self-promotion. Ben Norris’ site uses a simple monochrome colour scheme, only using a slight accent of mint green to emphasise key points within the text body. This is effective because it lets the videos of his pieces and the content of his blog do the talking, rather than the overuse of colour.

 

Contrastingly, the Hobgoblin site focusses on using colour to engage the web user. Here, a vibrant, perhaps overly garish compilation of electric purple, maroon, greens and red is used to allude to and target their audience segment of primary school children, their parents and teachers. Whilst in Hobgoblin’s case, the choice of hues is perfectly apt for the work they create, a more neutral, focussed colour scheme is more appropriate for a creative artist.

 

Another pivotal facet in the evaluation of web design is the tone of text used. On Bamboozle’s ‘About Us’ page, they state that the charity delivers ‘magical, memorable, multi sensory experiences for children and young people with … learning difficulties’. (Bamboozle ‘About Us’, date unknown) The text is presented here in not only a very detailed format, but has a sense of wanting to provide something and make a difference, due to Bamboozle existing as a charity.

 

 Rambert’s ‘About’ page opens with ‘Britain’s national dance company. Rambert is unique.’ (Rambert ‘About’, date unknown). The tone of this company’s statement immediately gives the user the impression that they are well-established company and are focussed on the quality of their performances, rather than tailoring the performance experience for the audience.

 

Content marketing is a new form of digital marketing in which mediums such as blogging are used to tell the story of a business, as Debra Murphy explains:

 

The foundation of a successful inbound marketing strategy is the consistent delivery of quality content. Without content, there is nothing to optimize and nothing to share on social sites. (Digital Content Marketing, as cited by Nevue, D., 2017)

 

In this quote Murphy manifests that regular updates and content on your website are important in order to keep a consistent daily hit rate and to have something to share on social media. Ben Norris’ blog is at the heart of his website- the use of multimedia such as youtube videos and trailers, examples of his poetry- [https://bennorrispoet.com/2016/08/03/poem-a-week-22-rhs-tatton-park-commission/hosta-poem-for-blog/] and posters for his gigs [https://bennorrispoet.com/gigs/tour-cover-extra-matinee/]. This not only further emphasises his style of work and the dates of his tour, but also provides regular deliveries of content to the web user to continue user curiosity. Steele Elliott School of Dance use their noticeboard in a similar way, to provide updates for classes and examinations, however this is more of a means to an end to simply get the details out there, rather than create interest in their branding.

 

A feature often overlooked within web design is shape, and how it is used. Clout is a company that uses shape in an outstandingly effective way. Their home page has several relevant images, such as a pocket watch for tour dates, and each when hovered over have a blue triangular overlay [http://www.clout-theatre.com/assets/collages/tour/clout-tour-collage.png]. Paired with a circular logo and a very angular, grid-style background, shapes are utilised on the homepage to create a sense of excitement for the user, and introduce them to the abstract style of their work. Hobgoblin’s approach is rather dissimilar- large coloured boxes are used throughout the homepage simply to separate different details of information and make it easier for the user to find.

 

Segmentation is used in the arts marketing world to target specific groups, or segments of people, rather than appealing to the mass market and trying to cater for each group’s individual likes and dislikes. Steele Elliott School of Dance targets the Family and Community Focussed segment, who juggle ‘work and family commitments’; although they ‘don’t have much free time, Family and Community Focussed put their family first, and place great value on local media.'

(ACE Arts Audience Insight 2013, p.31)

 

Steele Elliott is a local organisation, and this is made obvious within their website design. The site has basic features such as menu tabs and a header image, owing to their low-end budget, perhaps even with no cost.

 

Incongruously, Rambert is a national dance company, and the segment most in keeping with their work and marketing is the Traditional Culture Vultures, owing to Rambert’s heritage and renowned reputation in the dance world. This segment falls within the highly-engaged category, and Rambert goes to great efforts to engage its web traffic- large high-quality images immediately grab attention, and are the first sign that a lot of money, time and effort has been spent on their site, in order to support the work of a National Portfolio Organisation.

 

Throughout the analysis of the six websites, it has become apparent that each of them have a very distinct purpose, and this is communicated very precisely. The role of Clout’s website is much like an artistic statement- the bold, abstract images and animations used on the homepage and throughout the site, provide the online user with an instant impression of the style of work they create. This really enables Clout to communicate their vision as artists and help the web user to decide if their work is within their personal interests.

 

Bamboozle’s site’s function, dissimilarly, is to promote what they give back to the community through their work and as a result, raise awareness of children with special educational needs. This is communicated through the menu tabs entitled ‘what we do’ and ‘make a difference’, and the donation button on the far right. The colour scheme is vibrant, but not too overpowering for the holistic mood and feel of the site, in keeping with their creative and moral values and aims.

 

A final fundamental attribute in website construction is the choice of font. Hobgoblin doesn’t limit their font to just one- a clear plain font such as Arial alongside a childlike form of bubble writing, perhaps a little unprofessional looking, although appealing to their target market and audience segment (most likely Time Poor Dreamers due to the high proportion of teachers using their workshops).

 

 

When choosing a font, often websites use a serif font (a font with extra notches, called ‘serifs’ on the ends of the letters) as this has been proven easier to read by web users. Clout Theatre use a bold, very contemporary sans serif font for larger headings and text, but a serif font like Times New Roman for smaller important details. This is a very effective combination as it breaks up the text a little for the user, as not to be too heavy or time consuming to read.

 

During the analysis and evaluation of Hobgoblin, Clout Theatre, Rambert, Ben Norris’, Steele Elliot School of Dance and Bamboozle’s web sites, it was important to consider what sort of site to create for my own self-promotion. I am a creative writer of theatre and TV scripts, poetry and monologues, so it is important for my texts to be the main focus. Like Ben Norris’ site, I want a blog to be at the heart of my website through content marketing, in order to provide continuous up to date content and encourage regular web traffic, as well as letting the user get to know more about me and my work.

 

Hover overlays are a feature I did not really consider until the analysing process. Clout’s method of having a completely different shape when hovered over the image, I thought was really interesting and would work well on my website homepage, perhaps with text over an image.

 

Finally, my website will have a clear purpose, and target a clear segment of the market. The purpose of my website, like Clout’s, will be to inform about the style of work I create, and like Ben Norris’, to provide a platform to showcase and get my work out there. The segment most fitting with my website will likely be Fun, Fashion and Friends, due to the feminine voice and style associated with my work as a writer, and I will communicate this using a clear colour scheme, although not too overpowering. Conclusively, I will design a website that informs the user about my work, has all the relevant functions that I need- a contact form, menu tabs, images, an introduction video and examples of my work- catches attention, and is aesthetically pleasing to the eye of the user.

 

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