I think that the topic of whether or not to get your own website comes up a lot in our small business & artisan community. I cannot stress enough how important it is to begin your online branding & presence. But don't just take my word for it. Below, guest blogger Toni of the awesome TL Yarn Crafts shares her perspective:
Close your eyes and imagine this: Your handmade business is moving right along. You’re making sales, packing orders, life is sweet. Then you get a call about the opportunity of a lifetime – a boutique across the county wants to carry your product or a major craft show wants to know more about you. So, where will you send them?
Sales platforms like Etsy and Amazon Handmade are great for making sales and developing customer loyalty to your product. But as we all know, businesses and brands evolve over time, and your needs may extend well past just making the sale. That’s where your stand-alone website comes in. Here are 5 reasons why YOU need your very own site:
Reason #1 – Define Your Brand. Websites are a blank canvas waiting to tell the world who you are. If you have a clear brand strategy (colors, fonts, logos, images, etc.), going to your website should be like opening the door to your storefront for a customer. Determining the look and feel of your website will be the first step to helping visitors fall in love with you and your product.
Reason #2 – Engage and Direct Your Visitors. Let’s say you put a link to your Etsy site on Instagram. The implied call-to-action is to have them buy something, right? But what if you want them to do something else, like subscribe to your email list or RSVP to an event? Having your own website lets you drop breadcrumbs for your visitors to lead them where you want them to go. You have the power to create buttons and graphics on your site that make your media easily accessible to your customer.
Reason #3 – Make A Good Impression. Unless I’m mistaken, you’re interested in getting more than just retail customers through your virtual doors, right? Building a clean, beautiful website that is easy to navigate is immensely important if you want to attract store owners, sponsors, and the media. It says a lot about you, namely that you have it together and are ready for potential business relationships. Remember that boutique across the country that I mentioned before? A great website versus an Etsy page might be the difference between “absolutely” and “no, thank you”.
Reason #4 – Give Yourself Room To Grow. Since I started by business 3 years ago, I’ve introduced new projects to the TL Yarn Crafts lineup. In addition to finished pieces, I now have a blog, I teach on and offline, I do craft shows, and I sell kits and patterns. It would be pretty tricky to communicate all of that from my Etsy page. Adding new pages and plugins to my website helped keep my message clear while still accommodating my growth. And that is not to say your have to grow beyond just selling your physical product. But a little breathing room doesn’t hurt. You never know what tomorrow brings.
Reason #5 – Keep the Focus on YOU! As an online shopper, the “Other products you might like” section is super helpful. But as a seller, it makes me cringe. Why go through the effort of guiding a customer to your sales page only to have that very same sales page take them somewhere else?? *queue the face-palm* The main reason to have your own website is to keep the focus on YOU and whatever message you decide to deliver. Carve out your corner of the internet and plant your flag!
Once you’ve committed to launching your own website, it’s time to do a bit of research on what resource is the best fit for you. Pattern by Etsy is great for Etsy sellers whose main concentration is sales. Shopify, Big Cartel, and Wix give you a bit more wiggle room, adding in features that feel like a traditional website. But if you want to go big or go home, Wordpress is the way to go. Whatever you choose, a stand-alone website can be a game changer for your handmade business.