How to Showcase Your Web Series On a Web Site

There’s no one way to make a web site — which is good, because otherwise the Internet would be a very boring place. But if you’re a web series creator, there are some basic truths to keep in mind as you design a site for your show, especially if you hope to use the site as a calling card for your audience, the press, and potential buyers and investors.

Over the last few weeks, via email and phone, I talked to some players in the web video world to get their views on what they look for when they visit a new show’s home page for the first time — and what creators should be sure to avoid.

The Basics

First thing your web site should have? Your web series. Eric Mortensten, director of content development at Blip.tv, wants “a big a– player,” front and center. “It shouldn’t be a portion of the page, it should be the center of it. The rest is not even a close second.”

To Miles Beckett, co-creator of lonelygirl15 and CEO of EQAL, a web site isn’t just a place for people to come watch episodes — it’s an introduction to the world of your show. “Every single piece of footage has to be there for a reason within the universe you’ve created,” he believes, “in order to enable the suspension of disbelief.”

The Details

Along with the latest episode on the front page, Felicia Williams, director of community programming at Next New Networks, also wants a little teaser, specifically “a one-to-three-line description about what the show is — NOT a huge paragraph.” This is what’s known as a “logline,” a catchy couple of phrases that introduce us to your show and make us want to start watching.

It’s also key to provide links to every hosting site where your show can be seen, especially places where audiences can subscribe, as that’s where you’re going to get most of your repeat viewership. Everything needs to have links to your home page, including the videos themselves — according to Mortensten, some 90 percent of web shows fail to do that.

A complete cast and crew list is essential, with links to every participant’s web site/emails/Twitter accounts. And it’s the rare individual who’s able to memorize a dozen character names after watching an episode once, so if someone wants to learn more about “that blonde girl who said the funny joke about ninjas,” make it easy for them. Include headshots or screenshots for each cast member.

A small thing that makes a huge difference: Be sure that your site is fully functional, with no broken links or misspellings. Check for stupid mistakes, and then double-check. Because everyone makes them. Everyone.

Communication and Interactivity

Williams said it best when she said “a web creator should be accessible.” Make your email and all other contact information as easy to find as possible. Worried about your personal email becoming spam central? Set up a separate email account for the show. Remember that your web site is acting as the public face of your show, so it should talk back.

ICM new media agent George Ruiz believes that having a place for viewers to engage with show creators and each other is a key part of how The Guild and other series have built huge fan communities. “Make sure your home site is a place where fans can not only talk to you, but also to each other,” he said. “They’ll find like-minded people and have a place to hang out.” But if you do implement a forum, a live-chat client, or some interactivity, be sure to keep it active. There’s nothing sadder than an abandoned message board.

Another benefit to adding some interactivity to your web site is that when users sign up to participate, you’ll be able to learn more about your audience. And that data will enable you to create a demographic background on those who are watching — which, according to Beckett, is key when trying to solicit sponsorship.

For web video reporter Daisy Whitney, “The biggest mistake is lack of information — hiding contact info, not allowing embedding.” You might think that not allowing embeds will drive viewers to your web site, but it won’t work if they never hear about your show to begin with. Allowing people to embed your show means allowing them to advertise it for free.

In Conclusion…

Seriously, it’s your site — have fun with it. Include behind-the-scenes photos, character blogs, anything you think people might be interested in. One of the elements that sold me on indie sci-fi series Zerks’ Log was a featurette on the making of Zerks’ puppet head. It’s not important to the story, but it offers great insight into the craft involved behind the show’s creation. Details like this give audiences a chance to not only learn more about your show, but about you. Whether you’re a fledgling series or a well-established creator, include as much information as humanly possible — because in Mortensen’s words, “The hardcore fan will want everything you can give to them.”

Every person working in this space right now wants to check out your web series. So use your web site to tell us about your show. Pay attention to the details. Have fun with additional flourishes. Make our jobs easier. Because when you do, we notice.

Do you have any favorite web series web sites? Tell us in the comments!

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