Setting Website Goals for the Artisan and Craftsman
What is the purpose of your website for crafts or artisan-made pieces? Of
course the first thing you think of might be sales. While a goal of sales is
important, your website can do so much more for you as an artisan or craftsman
than simply selling your pieces. Here are a few further goals.
Establish And Enhance Your Image as an Artisan
A visit to your website may be the first impression people have of your
jewelry. Your website should reflect your business as well as your work. The
site of a silversmith who creates chased and repose' bracelets would look quite
different from that of a potter who uses local clay or another who quilts.
Your work, logo, color scheme, mission statement and personality will define the
parameters of the site design.
Introduce Yourself to Your Customers
People like to buy from someone they know. You can use your site to invite
your visitor into your virtual studio. You can also post your artists
statement, shows, awards and schedule on your site. Your visitor will be
interested in seeing you at work or seeing your work area and tools.
Attract New Customers to Your Crafts Business
If you plan to attract new customers, you will need to include detailed
information about your pieces, techniques, materials, privacy policy and
purchasing information. Give your visitor an easy and friendly way to contact
you, ask a question, request a custom piece or to close a sale.
Establish Yourself as an Expert in your Field
Publish articles, information,
news and trends in your specific field to establish yourself as an authority or
expert in your own field.
Introduce a New Piece or Design Collection
You can feature the new piece of your work on your site. You might want to
use the site to display a new design collection or a technique you are
developing. This can be a part of the regular program of changes and updates
that you will use to attract repeat visitors to your page.
Present Your On-line Catalog of Current Pieces
Your full-color catalog can be presented to the world at a fraction of the
cost of creating, printing, labeling and mailing your printed catalog. Your
customers can to order directly. Seasonal pieces, sale items, new work and
price changes can be made "on-the-fly" at no extra charge.
Provide Information
You can provide information on your work, materials, techniques, business
practices, show calendar, etc. to your existing customer base. Featuring a
newsletter or weekly information on one phase of your business that can be read
on-line or downloaded from the site.
Care Guide
Having a care guide on-line is a service to your customers and will give them
a reason to visit your site. Just be very sure your information is completely
accurate and any care given will not damage the pieces they have purchased.
This can be a liability issue.
Calendars
Let your customers know when you'll be participating in a show, teaching a
class, holding a home party or offering new designs or any noteworthy event in
your on-line calendar.
Economics
A website costs less per year to run than a brochure would cost and it
reaches farther.
Networking
Business courses stress that networking (word of mouth) is the most important
way to succeed . Your site combined with other on-line networking efforts is a
cost effective way to do this networking.
Integrated Marketing
Further your print and media marketing efforts.
Reaching Publishers
Publishers are site visitors too and we have had good luck having articles
published through contacts made on-line.
Customer Care
Explain privacy policy, returns, shipping, materials or answer any questions
a customer might have about your business practices.
Customer Feedback
Getting feedback from your customers with an on-line vehicle.
Reaching Your Niche Market
People will look up items related to their specific interest. You can fill a
niche and be found (ex. coiled baskets, rune jewelry, traditional quilts,
handspun yarns, etc.)
Louise Coulson © 2007
Used with permission of the author
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