Strengthening Your Museum’s Digital Presence

Museums create incredible experiences for visitors once they walk through the door — but the visitor experience starts long before that. In today’s world, your museum’s digital presence is part of the visit. It’s the welcome mat. It greets them before they get to your front desk. It’s the first impression — and sometimes the only one.

If you want your museum to feel welcoming, relevant, and easy to engage with — your digital presence needs to work just as hard as your in-person experience.

What Does a Strong Digital Presence Look Like?

A thoughtful digital presence isn’t about being everywhere online or chasing trends. It’s about making it easy for people to connect with your museum — before, during, and after their visit.

It’s about clarity. Accessibility. Warmth. And meeting your audience where they are.

When I work with museums on their digital strategy, I look at four key areas:

Website Effectiveness

Why This Matters:

Your website is often the first stop for a potential visitor. It should be clear, welcoming, and easy to navigate — while showing off what makes your museum special.

Things to Look For:

• Is key information (like hours, admission, and location) easy to find?

• Is the site mobile-friendly and fast-loading?

• Does your homepage reflect your museum’s personality and priorities?

Simple Improvements Might Include:

• Updating your homepage with a clear call-to-action

• Streamlining your menu or reorganizing content

Visitor Planning Experience

Why This Matters:

Planning a museum visit shouldn’t feel like solving a puzzle. When people land on your site, they’re often looking for quick answers:

• When are you open?

• How do I get tickets?

• Where should I park?

• What if we get hungry?

Things to Check:

• Are hours and ticketing details easy to spot?

• Are accessibility details included and up to date?

• Is your contact information clear and easy to find?

Small Changes Can Help:

• Add a “Plan Your Visit” page if you don’t have one

• Use icons or visuals to highlight key info

Social Media Presence

Why This Matters:

Social media gives your museum a chance to connect with your audience beyond the visit — to share stories, celebrate your community, and stay top-of-mind.

What to Consider:

• Are you posting consistently?

• Are you sharing more than just promotional material?

• Does your social media engage with your audience?

A Few Ideas:

• Highlight behind-the-scenes content

• Share visitor photos or testimonials

• Use social media to answer common visitor questions

Email & Newsletter Strategy

Why This Matters:

Your email list is one of the few digital spaces you own. It’s a direct line to your audience — a place to build relationships, share stories, and invite people back.

Things to Review:

• Is it easy to sign up for your newsletter?

• Are your emails welcoming and useful?

• Are you sending updates regularly enough to stay connected?

Quick Wins:

• Add a newsletter sign-up form on your website homepage

• Send a welcome email to new subscribers

Ready for a Clearer Picture?

Strengthening your museum’s digital presence doesn’t have to feel overwhelming. Small, thoughtful changes can make a big difference — especially when they’re grounded in what’s already working well.

That’s exactly why I created the Museum Digital Assessment.

It’s designed to give your museum a clear, actionable snapshot of your online presence — what’s working, where there’s room to grow, and specific recommendations you can implement right away.

Practical ideas to help your museum connect with visitors and your community — online and in person.

Want to learn more about the Museum Digital Assessment? Click the button below: