What Am I Trying to Do with My Web Site?

s an artist, a Web site allows you to present yourself in the most powerful way, not in the context of a multi-artist show or gallery, but as an independent business and brand to your very own audience. Never before have small businesses had the opportunity to showcase their offerings and be accessible by anyone, anytime, anywhere — and so inexpensively. But, before committing mouse to pad, there are some critical questions to think about.

WHAT IS THE BUSINESS MISSION OF MY WEB SITE?

This is the question that will determine the what, how and when of your Web site. Marketing 101 teaches us about the so-called four P’s — product, price, place, promotion. We decide what we make, at what price, where we sell it and how we promote it. Web sites can be promotional tools as well as places for sales.

According to emarketer.com, a Web marketing resource, small businesses use the Internet primarily to promote their products and stay in touch with customers. In 2002, the Internet was used by 74 percent of small businesses for marketing and by 73 percent for customer service, while it was used for online transactions by only 50 percent.

An annual survey by shop.org, an association of online retailers, reports that in 2002 the percentage of Web site browsers who became online buyers remained extremely low at 3.2 percent. Concerns about payment security, unclear return and privacy policies, and poor Web site design, etc., still hamper online sales.

In early 2003, online retail sales were growing fast but were just 1.4 percent of total retail sales. The businesses that benefit most from their Web sites are the ones that have integrated them creatively with their other operations (the so-called multi-channel or “clicks-and-bricks” strategy). Their success is attributed to a better shopping experience and strengthened relationships with customers, no matter where their sales occur.

The other good news for craft artists is that online sales of luxury goods and jewelry are showing good growth according to shop.org.

WHAT SHOULD BE PRIORITIES BE FOR ARTISTS?

Considering the way most artists do business and the nature of their product, their business priorities should be to use a Web site to promote brand awareness, keep in constant touch with customers to build brand loyalty, and to drive sales where they currently happen — at shows and galleries for most artists.

To the extent that the absence of physical interaction with your work allows it, you can also create direct sales through your Web site. But, e-commerce should be a very low priority for now. Realistically, only a few, well-established artists with relatively inexpensive items may expect to realize enough online sales to cover the technical and administrative cost of online transactions.

HOW DO PROMOTION PRIORITIES AFFECT WEB DESIGN?

Your Web presence will expose you to new craft lovers and new retailers as well as draw readers in print publications by advertising your URL. It will also keep you in constant touch with your existing customers. So, your Web design must give a well-rounded presentation of you and your work.

That does not necessarily mean an extensive Web site. Rather, your presentation must give the visitor ample and clear reasons to buy your work at the prices you indicate. Your Web site conveys your marketing message, and marketing messages must be carefully designed to inform and persuade.

Your presentation also must include your best images and text — particularly for new artists. A “good enough” effort is not acceptable for something broadcasting you and your work to the world 24/7.

HOW DO YOU RELATE SALES PRIORITIES TO WEB DESIGN?

Your Web presence can be used to drive customer traffic to shows and to art retailers, to follow up on prospects after shows and to help retailers in their sales efforts. (A CD with a copy of your Web site and high-resolution images of your work can be an effective, inexpensive, comprehensive and constantly fresh marketing presentation to retailers and their clients.)

In terms of design, your Web site must continue the aesthetic and shopping experience the buyer has at a show or a gallery. There is nothing more counterproductive than to generate interest in an exciting item at a show, only to present it again online in the context of an inferior Web site.

Your Web site also must have clear information about every one of your items, including where and how to order or
buy them. And, it must be constantly current and designed so that it can be easily updated.

E-COMMERCE AND WEB DESIGN

If a business priority is e-commerce, your Web site must be designed to minimize the limitation of seeing only an image of your art. Have very clear customer service policies (shipping, privacy, returns) and payment security guarantees. Maintain perfectly working and user-friendly transaction software.

No matter what priorities you have, focus on your art and your audience. Most artists cater to a well-known demographic group for their work or to retailers that cater to customers with significant disposable income and discerning tastes.

These buyers will come to your Web site for one reason only: to enjoy your craft and find out about you. The only focus of your Web design should be you, your work and your craftsmanship. Keep things simple so that your visitors are not distracted, overwhelmed or confused by over-designed and cumbersome pages. In Web design one thing cannot be stressed enough: less is always more.

Zino Vogiatzis is a management consultant who works with small businesses on marketing strategy.
He holds an MBA and two engineering degrees.