Must have theatre website content

Stuck on website content? We’ve got you covered! From listings to accessibility, learn what makes your theatre shine online.

Glenn Reffin

Barnaby Bingley, theatre manager of Thesbian Theatre, Upper Bottomley, is frustrated trying to update the website content. He is sat at his PC in his dark, cold office, running a hand through his hair in frustration as his website crashes for the third time. The computer monitor is surrounded by scraps of paper and post-it notes with content ideas and important website updates that have not been completed yet.
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“But what do we even put on it?!” muttered Barnaby.

Barnaby Bingley, the ever–enthusiastic but occasionally flustered manager of the Thespian Theatre in Upper Bottomley, was in a state. His desk, usually a monument to meticulously organised spreadsheets, was now a chaotic landscape of hastily scribbled notes and crumpled programmes. “Event listings… venue info… booking… accessibility…” he muttered, pacing his small office. “It’s all vital for our theatre website content, but where do we even begin?”

Sound familiar? If you’re involved in running a theatre, you’ll know that having a strong online presence is no longer a luxury—it’s a necessity. Your website is often the first point of contact for potential audience members, and its content is the key to converting those online browsers into ticket buyers. Bums on seats. Not eyes on browsers (to misquote Welfare State International’s old slogan).

But as Barnaby discovered, knowing you need content and knowing what content to include are two very different things. Fear not, fellow theatre enthusiasts! This guide will walk you through the must–have venue website information and help you understand what to put on your theatre website to make it a roaring success.

The essential content checklist: your theatre website foundation

Think of your website as the digital front door to your theatre. What information do visitors need to find, and what will entice them to step inside (or in this case, click ‘Book now’)? Here’s a breakdown of essential content:

Comprehensive event listings

This is arguably the most crucial element. Each production needs its own dedicated page featuring:

  • Show title and high–quality imagery/video:
    Grab attention immediately!
  • Synopsis:
    A compelling summary that piques interest without giving away too much.
  • Dates and times:
    Clearly displayed and easy to understand.
  • Cast and creative team information:
    Highlight any recognisable names or talent.
  • Age guidance and content warnings:
    Essential for audience suitability.
  • Ticket prices and availability:
    Transparent pricing and real–time availability are key.
  • Booking links:
    Prominent and direct links to your ticketing system.
  • Reviews and quotes (if available):
    Social proof can be incredibly persuasive.

Detailed venue information

Besides just the address, provide valuable context for your venue:

  • Location and directions:
    Clear maps and transport information (parking, public transport links).
  • Opening hours:
    For the box office and any other public–facing areas, e.g., when is the theatre café open outside of shows? What time do doors open for the matinée?
  • Seating plan:
    Allow visitors to visualise their view and choose their preferred seats (if seat allocation is in place).
  • Accessibility information:
    A dedicated page detailing facilities for patrons with disabilities (wheelchair access, hearing loops, relaxed performances, etc.). This is not just good practice; it’s crucial for inclusivity as well as putting you ahead of the competition if you go above and beyond.
  • Contact information:
    Easy ways for visitors to get in touch with your box office and your general switchboard for further information and help.

Seamless booking system integration

Your website needs to be directly linked to a user–friendly booking system. There are plenty of options available for dedicated booking systems. In particular, your booking system should allow visitors to:

  • Browse availability:
    Easily see which dates and times have tickets available and show when a date has sold out.
  • Select seats:
    Ideally, with a visual representation of the seating plan.
  • Securely purchase tickets:
    Offer multiple payment options and clear confirmation processes.
  • Manage their bookings (if applicable):
    Allow users to view, amend, or cancel bookings according to your policies.

A clear and comprehensive accessibility statement

This isn’t just a box to tick; it’s a commitment to inclusivity. Your accessibility statement should clearly outline your measures to ensure your venue and performances are equally accessible to everyone. This includes:

  • Physical access:
    Details about ramps, lifts, dedicated wheelchair positions in the auditorium, and accessible toilets.
  • Hearing and visual impairments:
    Information on hearing loops, audio description, and large print materials.
  • Relaxed performances:
    If offered, clearly explain what these entail.
  • Contact information for accessibility enquiries:
    Make it easy for patrons to ask further questions or book for their specific needs.

Engaging behind–the–scenes glimpses

Occasionally, give your audience a peek behind the curtain! This can foster a deeper connection and build anticipation for further details:

  • Blog posts or articles:
    Share insights into the theatre, for example, rehearsal process, costume design, set construction, or interviews with cast and crew.
  • Photos and videos:
    Similarly, visual content brings the theatre to life. For instance, show snippets of rehearsals, backstage tours, or even short interviews.
  • Social media integration:
    Embed your social media feeds to showcase real–time updates and behind–the–scenes content.

Authentic testimonials and reviews

Let your happy audience speak for you!

  • Dedicated testimonials page:
    Feature positive feedback from past attendees.
  • Embed reviews (where applicable):
    If you receive positive reviews from reputable sources, showcase them on relevant show pages.
  • Encourage social sharing:
    Make it easy for audience members to share their experiences on social media.

Making theatre website content engaging: beyond the facts and figures

Obviously, simply listing information isn’t enough. Your theatre website content needs to engage your following fans, and reflect the excitement and passion of live performance. Here are some tips:

  • Compelling copywriting:
    Use evocative language that captures the essence of each production. Emphatically tell a story and make readers want to be part of it. Conversely, avoid dry, factual descriptions as much as possible.
  • High–quality visuals:
    Professional photography and videography are essential with attention to showcasing the energy and drama of your performances, the beauty of your venue, and the enthusiasm of your workshops.
  • Multimedia integration:
    Don’t just rely on text. Incorporate rich multimedia formats, such as videos, audio clips, and interactive elements, where appropriate.
  • A consistent brand voice:
    Ensure your website’s tone and style align with your theatre’s overall brand identity.
  • Clear calls to action:
    Make it obvious what you want visitors to do — e.g. “Book tickets now,” “Learn more,” “Join our mailing list.”

At last, Barnaby, after much deliberation, decided to hire a local photographer to capture some stunning rehearsal shots and tasked his most enthusiastic intern with writing short, engaging synopses for each upcoming play. He even started a blog so that the director could share insights into their creative process.

Keeping it fresh: the importance of regular updates and content calendars

While a stagnant website is a forgotten website, a regularly updated venue website is critical. Above all, updating information and planning how to add fresh theatre website content is crucial for several reasons:

  • Search engine optimisation (SEO):
    Search engines favour websites that are regularly updated with relevant content. Consequently, this helps improve your search rankings for keywords like “theatre tickets [your city]” or “[genre] shows near me.”
  • Audience engagement:
    Fresh content keeps visitors coming back for more. Also, it shows that your theatre is active and has exciting things happening.
  • Accuracy:
    Ensure all your listings, dates, times, and pricing are up–to–date. Conversely, incorrect information can lead to frustration, lost bookings, and poor reviews.

To stay on top of things, consider implementing a content calendar. Doing so will help you plan and schedule updates for:

  • New productions:
    Create dedicated pages well in advance of their opening.
  • Blog posts and behind–the–scenes content:
    Plan regular updates to keep your audience engaged.
  • Special events and workshops:
    Promote these effectively on your website.
  • Testimonial updates:
    Regularly add new positive feedback.

Conclusion: a standing ovation for great theatre website content

As Barnaby diligently implemented these changes, his website transformed from a cluttered digital noticeboard into a vibrant and informative hub with a following of avid supporters. Consequently, ticket sales saw a noticeable uplift, and he even started receiving positive feedback about the engaging behind–the–scenes content. The frantic energy had been replaced by a quiet sense of satisfaction.

Investing time and effort into your theatre website content is an investment in your theatre’s future. By providing comprehensive venue website information and understanding what to put on your theatre website to resonate with your audience, you can turn online visitors into loyal patrons and ensure your performances receive the standing ovation they deserve, both on and off the stage.

Do you need help planning your website content? Before getting frustrated, start a conversation with Redcentaur. Because we are happy to support local theatres with their digital marketing needs.

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About the author…

Owner at  | Website |  + posts

Glenn has been a web developer and graphic designer since the early 1990s. He has followed the development of HTML, JavaScript and CSS from the beginning and has caught on to newer technologies, such as PHP.

Never resting, Glenn tries to keep abreast of new developments in his areas of expertise and is always keen to pass on his knowledge to help the web and graphic design community to improve user experience.

Glenn set up Redcentaur to offer easy access to the internet for small businesses and individuals, without the cloud of mysticism that surrounds internet technology. The stated objective of Redcentaur is to demystify the web for the uninitiated by offering easy-to-use, end-to-end web solutions and hosting at accessible prices.

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