Context & Goals
The client needed a platform to showcase music, events, and artistic identity while ensuring international reach.
In addition, Susana Cruz required a solution to present all her different projects, maintain a blog, run an online store, offer singing lessons, and keep an updated concert calendar. The website also needed to highlight her artistic persona and capture leads for her newsletter.
Key objectives:
- Create a clean, elegant design aligned with the artist’s brand.
- Ensure fast performance and mobile responsiveness.
- Optimize for SEO and discoverability.
- Guarantee GDPR/ePrivacy compliance.
- Provide dedicated sections for projects, blog, store, and services.
- Integrate a dynamic events calendar and newsletter lead capture.
Challenges
Translating artistic aesthetics into a digital language while balancing performance and usability.
Main issues:
- High‑quality media without slowing down the site.
- Navigation that works for fans, press, and promoters.
- Legal compliance with privacy and consent requirements.
- Integration of multiple content types (projects, blog, store, lessons, events).
Process
The development followed a structured workflow to ensure clarity and efficiency:
- Briefing: Gathering goals, audience insights, and artistic identity.
- Wireframes: Mapping navigation and content hierarchy with user flows.
- Visual Prototypes: Applying color palette, typography, and responsive layouts.
- Development: WordPress + Elementor implementation, modular CSS, optimized assets.
- Testing & Optimization: Performance, SEO, accessibility, and responsiveness checks.
UI Elements
- Colors: Minimalist palette (black, white, neutral grays) with subtle accents for artistic emphasis.
- Fonts: Primary typography (Hind Guntur) for titles; secondary (Arial) for body text — balancing elegance and readability.
- Responsiveness: Fluid layouts using relative units (
vh,%,em), with breakpoints at 1024px (tablet) and 767px (mobile).
Solutions
A combination of design, technology, and compliance strategies ensured a robust outcome.
Implemented steps:
- Design & UX: Clean layout, elegant typography, consistent color palette.
- Technology: WordPress + Elementor, modular CSS, optimized assets.
- SEO: Semantic structure, schema markup for events/music, optimized meta‑tags.
- Integration: Embedded music player, streaming links, secure contact form, blog, online store, lessons page, and events calendar.
- Compliance: Cookie consent banner, clear privacy policy, double opt‑in forms.
- Lead Capture: Newsletter subscription integrated with consent management.
Results
The site achieved both technical and branding goals.
Outcomes:
- Load time under 2s on desktop and mobile.
- Optimized Google indexing and visibility.
- Increased direct promoter contacts.
- Consistent, credible digital identity aligned with the artist’s brand.
- Centralized hub for projects, blog, store, lessons, and events.
- Effective lead generation through newsletter subscriptions.
