Websites 101

7 things to think about before you get started on your arts-business website.

Yes, we know these days any business wanting to be taken seriously needs a quality website. Your website is your online universe and while you may use third party systems such as Etsy, social media, amazon and eBay as a part of your over all online strategy, your website is your space to shine. Here are 7 key areas you need to think about before you get ready to build and launch your arts website.

1.Purpose

Websites have different functions depending on the business and product you have on offer and you need to define what your purpose is. Is it to build trust in your market, make direct sales, create an online portfolio space, inform people generally, share your creativity, the list goes on. List everything you are wanting to achieve with your website in order of priority.

2.Structure

This is where you decide on your website structure or “site map”. This is the time to work out how many pages your site has and how they all connect. An example of page titles might be Home, About, Contact.   Make sure it is very easy for people to find out the most important information. Every time someone has to “click” to a new page you loose customers. Most people want to get to all the information they want in an absolute maximum of 2 or 3 simple “clicks”.

3.Content

Now that you have decided on your pages and how they connect you need to work out the content copy. This is what it will say on each page. Give each page a 5-8 word page title which summarises what is covered in that page and which involves key words people are likely to use to Google you or your services with. Try to use key words in your content that people are likely to use to Google you.   Make sure your key information is delivered before the “page fold”, this is the area that is visible without scrolling. It is good for every page to have a “call to action” – a reason for customers to call, visit or email you.

4.SEO (Search Engine Optimisation) strategy

If you are hoping that people will find you through Google you will need to have an SEO strategy. This aspect of web design is highly changeable so you need to be constantly on top of the latest trends and be using things such as Google analytics to measure the effectiveness of your website reach. This is where you consider video content, blogging, backlinks and key word copy.

5.Images

High quality images that fit within your brand image are a must. Creative industries particularly need professional and enticing photography. Images must be optimized for web so they are quick to load. High resolution, large file size images will penalize your Google rankings and annoy your users. Basically good photographic images add to the visual appeal of your site and can add to the interest and professionalism of the site. Bad photos can make your site look unprofessional and turn off potential customers. You can buy professional photos through online galleries. Just Google “royalty free images” and you can find many online galleries where you can buy photos for your site, sometimes for as little as a few dollars. Make sure you have copyright for any photos you do use. It is illegal to use photos without the photographer’s permission and you can be sued.

6.Platform

This is one of the most important aspects to consider. I have seen so many people invest in whizz bang websites that they can’t afford to maintain as every change or tweak costs them cash their business can’t afford. I’ve seen folks build websites that can’t perform the functions they need. These kinds of things all come down to where and how you build your site. For most people custom sites are a thing of the past as options such as WordPress, Square Space, Weebly etc offer superior design, function and value for money. For most creatives a site they can self manage or inexpensively outsource is optimum.

7.Design

Consider your branding. What is your core message? What images, design feel, colours and fonts best communicate this. Who is your market and what do they like? Think feel, look and function. Shop around for templates that really resonate with your brand image and perhaps chose your platform accordingly. Have a look at high quality competitor sites and observe why and how you would like yours to be similar. Make sure your website is up to standard for your industry.