You should have read the similarly titled chapters in the Sections about Close Up Magic at parties, as well as Children’s parties. Both of these Lessons will already have given you a good idea about website design; especially when coupled with the following Section focused on marketing and promotion.
It is fair to say that whilst you would want to keep the style of your of children’s party branding different from performing close-up magic at weddings and parties; you don’t really need to have such a demarcation between private parties and corporate events.
In both of these styles of performing you are performing close-up magic, and perhaps offering a cabaret show as an extra. You will be performing similar tricks, performing for adults and dressed the same way. In fact, many people will expect that a magician they see working at a wedding will also work at corporate events and office Christmas parties. (Actively promoting this cross-over is encouraged to generate future bookings).
Therefore many close-up magicians will have just one website, though different pages on the site for the differing client bases. Someone looking for a magician to entertain at their wedding will want to see images of previously wowed wedding guests. A corporate booker will be impressed seeing a list of blue chip companies who have booked your services.
They will realise that you perform at both – a Christmas party organiser would be surprised to find a magician only worked one month of the year! However, pictures of performing at children’s parties could be detrimental and therefore justifies having two websites.
But why have a separate website for corporate bookings if it isn’t needed? Well, if there is an area that you want to break into then having a website dedicated to that area will be much more effective.
From a Search Engine Optimisation point of view then search engines will look on a site more favourably if it looks like it is focussed on a specific area.
From the user point of view, they are going to see that if a website is dedicated to that type of performance then the magician must be somewhat of an expert in that area; and therefore a better bet than a magician who can provide that service as an extra.
The financial implications of setting up a website is nowadays negligible, and mainly comes down to the time to create the relevant content. Of course, the two websites can link to each other, so that a user can see that you are able to offer additional services.
Let’s assume that close-up magic at weddings and parties makes the majority of your bookings, you may wish to set up dedicated websites for the following markets:
- Corporate cabaret shows,
- Trade shows and exhibitions,
- Presenting and product launches,
- Compering and event hosting,
- Speaking and motivation,
- Teaching magic,
- Consultancy work,
- Event services and providing other performers.
Unless the brand or style of service you are offering is very different from your close-up packages then you can probably get away with similar branding, but perhaps varying the style or colours to add some differentiation. These style changes will be more to make it appealing to the corporate booker, not artistic.
For example, your close-up magic website may have a darker feel to it (with a black background, and black and white photographs which gives a more atmospheric feel to the site. However, a corporate booker looking for a magician to help promote their company at a coming trade show may prefer a lighter website, perhaps incorporate shades of blue and light grey.
As mentioned the exception would be is if the act you offering to the corporate market has a style different from the close-up magic style you also offer. These differences could include:
- Your cabaret is a double-act with another magician,
- Your cabaret is an illusion show,
- Your cabaret is a certain style of magic (such mind-reading),
- You perform your cabaret in character,
- Your performance style and tricks at a trade show would be customised.
This also compounds the reason why having a separate website is a requirement, as it again could lead to confusion on behalf of the booker. Yes, most should realise the difference; but it may cast doubt in the mind of the booker and encourage them to seek a specialist. Is it worth risking losing a potentially lucrative client for the sake of saving a small amount on not setting up a dedicated website?
A corporate booker’s mind-set will likely be different to that of a bride organising the entertainment for their wedding.
It is also worth bearing in mind that a private booker is spending their own money, whereas the corporate booker is spending the company’s money. The private booker want’s value for their money, a company booking you for a trade shows wants a return on their investment.
By tailoring two different websites to appeal to these two differing buying styles will give the viewer a better feeling of connection. Bear in mind that a separate website will also require separate marketing and promotion.
It would also pay to get separate promotional material (brochures and business cards) for the two websites. When you meet someone who is interested in your services you can give them the relevant details that immediately shows that you are the expert in that field, and looking at the website immediately backs that up.
Everyone prefers to use the expert – so make it obvious that you’re the expert!