by Ted Strauss

Answers to Your Questions About Going Online

How many times have you been asked if you have a Web site? If you don’t have one, your answer might be, “It’ll be up soon,” hoping not to disappoint your customer. But where do you begin? Don’t be frustrated — you are definitely not alone!
It all seems so mysterious. The “technical types” so often associated with Web site design and its intricacies often have no feel for your crafts business, and when you ask a question, the answer might as well be in a foreign language! No wonder so many craft artists (even some with Web sites) are
confused.
Take a few minutes to consider the following frequently asked questions about Web sites. They’ve been compiled from questions I have heard often from talking with craft artists like you.

Q: Why would I want a Web site? I already have more business than I can handle.

A: Craft shows, Web sites and advertising are all part of a good marketing strategy for your business. No single factor works well on its own, but each supports the others. A Web site should be thought of as a relatively inexpensive, professional, full-color brochure, which can be updated easily and cost-effectively (unlike updating a brochure, which requires a complete reprint).

Q: How much does it cost?

A: There are three cost components to a Web site: Site design, domain name registration and Web space.

Site design. Some Web site designers (Webmasters) offer a very basic site for as little as $200, while others charge thousands of dollars for the same site. It is reasonable to expect to spend $500 to $1,000 for a basic artist’s site of 15 to 20 pages. Much, however, depends on the volume of material you choose to display, any graphics, etc., and especially the professional quality of the end result.

Domain name. Each Web site needs a domain name (for example, “www.your-business.com”), which can cost from $40 to $75 for a two-year reservation.

Web space/hosting. This is where your Web site resides (think of it as a plot of land on which you build a house). Web space should cost around $20 to $30 per month.

The most important point to remember is to get a detailed cost estimate before you start a design with a Webmaster. Ask your designer the following questions and be wary of any open-ended estimates that simply quote an hourly rate:

• How much will each page cost?
• How much does it cost to replace or add an item?
• Are there commissions or any ongoing monthly costs?

Q: How do I choose a Webmaster?

A: Ask fellow artists or business owners you know for a recommendation. Or, find an artist’s site you like and either contact the Web designer directly, or ask the artist if she will comment on her experience working with the designer. Once you find the Web designers you are considering for hire, ask them for several references and look at sites they have created. Then consider the following:

• Would I be proud to have these sites represent my business?
• Do the Web pages load quickly, or is there a long wait? Slow downloads often cause viewers to leave a site.
• Is it easy to move from page to page?
• Does the Webmaster offer a guarantee of satisfaction?
• How long has the designer been in business? Will they be in business next year? Remember, the same designer who creates your site will likely
  maintain it.

Q: Should I consider having a friend design my site?

A: If the person is good at Web site design, this could be a very economical way to have your site designed. But consider a few questions before you make that decision:

• Are you comfortable asking the person to make changes until the site is exactly the way you want it? Good site design takes time and often involves false starts, so don’t expect the site to be exactly as you want it the first time!
• Is your designer available and willing to make site changes when your business demands?
• Will you be happy with the professional appearance of the site? Remember that a Web site speaks volumes about you and your products. A less-than-professional site says that your business may be less than professional as well.
• How long is your designer willing to maintain your site? Keep in mind, a site that doesn’t change is one that doesn’t get repeat visitors!

Q: I’ve seen an advertisement for a free Web site. Should I use this service rather than paying a Web designer to do it?

A: Companies that offer “free” Web sites still need to make a profit. Very rarely is anything “free.” Read the terms of the agreement carefully and look for commissions, monthly maintenance fees, etc. Check to see what the Web hosting charges are. It could be that this offer might be your best deal or it could turn out to be very expensive.

Q: I’ve been approached by a Web site company that hosts a group of craft artists on a single site. Should I go this way?

A: The design and Web hosting rates for “group shop Web sites” are often attractive, sometimes even free. But, again, these companies are in business to make a profit, so read their agreements carefully. Many profit from commissions on your sales — some as much as 50 percent. Depending on your sales volume, this could be a very expensive proposition.

Remember that a group shop site’s reputation is only as strong as its weakest artist. Do you feel uneasy exhibiting in a show where the other exhibitors are offering items of decidedly less quality than yours? Similarly, take a good look at the other artists on this Web site. Do their products and their site meet your level of quality and professionalism?

Also consider the odds of a viewer finding your site among hundreds of the artists on this single site. You should weigh this against the option of having your own Web site and controlling the promotion of the site yourself.

Q: Should I use a “shopping cart” Web site?

A: Shopping cart Web sites are those that allow customers to order directly through the site without otherwise contacting the vendor. They are best for those with high sales volumes who can afford the considerable extra monthly expense.

There are drawbacks to shopping cart sites beyond the ongoing costs. It is very difficult to control the number of incoming orders. Most craft artists are already concerned about over committing their work. When you receive a phone order, you can determine whether to accept it or perhaps to defer it based on your schedule. Not so with a shopping cart site — it’s out of your hands.

Q: Must I have a computer? Or a digital camera?

A: Having a computer and Internet access is advantageous, but not mandatory. It allows you to monitor the development of your site, as well as communicate with customers electronically.

A digital camera is not necessary. Most Web designers can work from photographs or slides that can be collected as the site is being designed. For technical reasons, it’s best to discuss the pros and cons of using a digital camera with your Web designer.

Q: Should I add music and animation to my site?

A: You must determine whether this helps sell your product. It’s your choice, but as a rule I discourage it. It adds considerable cost to your site, and slows the time it takes for your pages to appear, which may discourage your viewers.

Q: How can I list my wholesale terms and prices without retail consumers seeing them?

A: A skilled Webmaster can design your site so that any wholesale inquiries come directly to you via telephone or e-mail, supplying you with certain criteria about the retailer’s business. If you decide they are legitimate, you can give them a password that will allow them access to a wholesale page on your site.

The general public would not know this password, and thus could not see the page.

Q: How often should I update my site?

A: The simple answer is whenever you have something new to show. It is important, however, to periodically make changes to your site. Consider adding a line to your home page that says, “This site was last updated on … .” This tells a returning visitor when the site was last revised, and whether there might be something new to see as a result. To maintain an active site, updating once every two to three months is reasonable.

Q: How do people find my site? What can I do to get more people to my site?

A: There is a common misconception that all you have to do is submit your domain name to some popular search engines, and then sit back and wait for the orders to roll in. You will be very disappointed if you adopt this approach! A recent search of the Internet produced 175,000 results for “teddy bears” and 637,500 results for “pottery.” Would you expect to see your site listed in the first 10 or 20 hits? The fact is that search engines are not good promotion vehicles unless you are willing to pay for preferential placement, which is expensive and something most artists are not willing to do.

You must attract them by marketing your site. Marketing includes contacting every current and past customer and
telling them about your new Web site. A postcard with a photo of one of your pieces, with text on the reverse side announcing your site’s Internet address, is a good start. Make sure that all documents you create for your business also list your Web site and e-mail address — including business cards, letterhead, receipts, invoices, etc.

To attract new customers, try a small advertisement in a trade publication with your business name and domain name, and perhaps a small photo of your work. Make sure that you display your domain name in your booth at each show.

The Internet has become a superb vehicle for marketing craft. Taking the time to think through these questions can help you take advantage of this useful marketing tool.