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The brief: a magician who didn't want to look like a magician

Jerryl already had the credentials most performers dream of. He has performed for Rolls Royce, Singapore Airlines, TikTok and Huawei, famously "stole" the TikTok CEO's watch on stage, and has been featured on 8 Days, Class 95FM, 987FM and Mediacorp Channel 8. His old WordPress site didn't show any of that well, and its generic copy could have belonged to any magician in town.

When we looked at his competitors together, the problem was obvious. Almost every magician website in Singapore leans on the same cool, mysterious, smouldering look. Jerryl is the opposite. He started out performing in bars and nightclubs, where you learn to win over a rowdy crowd fast, and he wants audiences to feel like they're with the funniest friend at the party rather than an untouchable illusionist. The challenge was to make the site cheeky and vibrant while still feeling premium enough for a C-suite gala.

What we built

We wrote the copy from the event organiser's point of view, because they're the ones taking the risk when they book entertainment. The homepage opens with "Dashingly Deceptive. Hilariously Interactive." and moves quickly into what organisers actually worry about: a bored room, an awkward moment in front of the CEO, or a show that feels childish.

• Three clear audience paths for corporate events and D&Ds, luxury product launches and PR activations, and large-scale stage productions, so every visitor sees their own event reflected back at them

• The pickpocket angle as a headline differentiator, since Jerryl is one of the few professional pickpocket artists in Singapore and it's the thing guests talk about afterwards

• A show types page with five named formats and a simple five-step booking process, which answers the "what can you actually offer us?" question before the first call

• Proof in the right places, including client logos, media features and a testimonial from Nathan Hartono and Andrew Marko

• A "catch him live" section listing the bars and restaurants where Jerryl performs weekly, so a planner can watch him work before committing to a booking

SEO and AI search, built in from day one

We chose Jerryl's primary keyword based on the bookings he wants more of, not on raw search volume. A higher-volume phrase would have brought more enquiries, but many of them would have been for short roving sets that he already gets plenty of. Anchoring the site to "corporate magician Singapore" and to brand activation language keeps the enquiries pointed at the bespoke, higher-value events he's actually chasing.

Behind the scenes, every page has its own meta title and description, descriptive image filenames and alt text, and JSON-LD structured data. That includes Organization and Person schema linking his website to his Instagram, YouTube, TikTok, Facebook and LinkedIn, FAQPage schema on the homepage, and Service schema listing his five show formats. The FAQ answers the questions event planners type (and increasingly ask AI tools), such as what a corporate magician actually does, the difference between a magician and an illusionist, and how far ahead to book.

In Ying's words

"Jerryl's talent was never the problem. The old site just didn't let people feel what it's like to be in the room with him. Once we wrote it for the organiser instead of for other magicians, everything else fell into place."

Ying Hui Tan, Founder, Yings Creative Lab

Project at a glance

• Client: Jerryl Tan, corporate magician, illusionist and pickpocket artist

• Location: Singapore

• Platform: Squarespace (migrated from WordPress)

• Services: brand messaging, website copywriting, web design, SEO and AIO setup

• Live site: jerryltanmagic.com

Frequently asked questions

How much does a website for a magician or performer cost in Singapore?

Yings Creative Lab's Squarespace websites start from SGD 3,500 for a strategic four-page build. That includes brand discovery, conversion-led copywriting, design, SEO and AIO setup, and a recorded handover so you can update the site yourself. Performers with show catalogues or extra pages, like Jerryl, usually need a slightly larger scope.

Is Squarespace or WordPress better for a performer's website?

For most performers, emcees and entertainers, Squarespace is the easier choice. It handles hosting, security and updates for you, it's simple to edit between gigs, and it has solid built-in SEO tools. WordPress offers more flexibility but needs ongoing maintenance, which is why we recommended moving Jerryl across.

How do you get a performer's website recommended by Google AI Overviews and ChatGPT?

AI tools favour websites that clearly state who you are, what you do, where you work and who you work with. We do that through plain-language copy, a well-written FAQ, consistent details across your social profiles, and structured data that links them all together so search engines can recognise you as one entity.

Can I update my own Squarespace website after launch?

Yes. Every YCL client receives a recorded off-boarding video and one month of complimentary post-launch support, so adding a new show, testimonial or media feature is as easy as editing a slide.