helping artisan reach global markets tools, techniques, and special considerations for artisan e-...
TRANSCRIPT
Helping Artisan Reach Global Markets
Tools, Techniques, and Special Considerations for Artisan E-Commerce Business Sites
Objectives
• Best practices to plan a web page• Importance of metatags• Selecting web designer• Web site management• Adding value to artisan websites
Keep it simple
Web Page Design
• This lesson is not intended to make you a Web page designer, rather to equip you with knowledge and skills to make decisions in working with a skilled Web page designer.
• Don’t know a term: Google search
Type: Define: “word”, i.e., ”frame”
Knowledge = Better Results
Why have understanding of Web design?
• Conveying your design ideas
• Understanding limitations
• Knowing limits
• Preparing content (text and pictures)
• Monitoring results
• Making adjustments
PLAN What Goes on the Web Page?
Have a plan List ideas Select graphics/pictures Be selective Write simply Communicate accurately Get help if you are not skilled in web
design
Title
Pictures
Products
Location
Artisan Story
Prices
Demonstration
Contact
Testimonials
Ordering
??
?
Storyboard
Main Message
The boxes should be in order of their relationship to the previous box.Rearrange boxes to create effective and efficient web site. More pages = higher cost
?
Web Site Tree Diagram
Web SiteTitle
Purpose statement
Productinfo
Price
Artisan
StoryContact
info
Pic Assortment
Each box = page with infoEach box should have a relationship to the whole site.
Process for Developing 1st Page
• Market research• Domain name,
registration• Logo• Content outline or site
map, story board• Initial text• Images• Page layout
• Edit• Finish text/images• Final page layout• Version 1.0• Revise, version 2.0• Test with customers• Launch• Revise regularly
Finding Craft Sites
• http://google.com
• Search box: Craft (note number)
• Search box: “Craft Metal” (note number)
• Search box: “Craft Metal [your state]”
• Note how the number decreases as keywords become more specific
Search Engines
• www.searchengines.com
• Note number of search engines
• Do a search with word “handcraft”, then craft.
• How many appear? Try other search engines.
• <html>
• <head>
• <title>Welcome to Ken Carpenter Jewelry</title>
• <meta http-equiv="content-type" content="text/html; charset=ISO-8859-1">• <meta http-equiv="content-language" content="en">• <meta name="author" content="Ken Carpenter">• <meta name="cache-control" content="cache">• <meta name="description" content="Our primary product is hand crafted sterling silver and gold jewelry such as necklaces, earrings,
bracelets, rings, bolos and buckles.">• <meta name="distribution" content="Global">• <meta name="document-distribution" content="Global">• <meta name="document-rating" content="General">• <meta name="document-rights" content="Copywritten work">• <meta name="document-state" content="static">• <meta name="keywords" content="fine jewelry, jewelry, necklaces, pendants, rings, earrings, bracelets, bolos, buckles, hand crafted,
hand crafted jewelry,• hand crafted necklaces, hand crafted pendants, hand crafted rings, hand crafted earrings, hand crafted bracelets, hand crafted bolos,
hand crafted buckles,• sterling silver, gold, 14k gold, hand crafted sterling silver, hand crafted gold, hand crafted 14k gold, overlay, texture, textured, stamped,
beads, • cabochon, faceted, turquoise, onyx, pearl, aventurine, amethyst, rose quartz, traditional, traditions, classic, silversmithing, silversmith,
Ken, Carpenter, • Ken Carpenter, Edom, Texas">• <meta name="mssmarttagspreventparsing" content="true">• <meta name="publisher" content="Ken Carpenter Jewelry">• <meta name="rating" content="General">• <meta name="resource-type" content="document">• <meta name="revisit-after" content="15 days">• <meta name="robots" content="INDEX,FOLLOW">• <meta name="Address" content="www.kencarpenterjewelry.com">
•
View: Source: Metatags
Exercise in Metatags• By the Bay Treasures</title>
• <meta name="description" content="Genuine beach sea glass, artisan jewelry and unique gifts. Suncatchers, driftwood, diamond drill bits, antique bottle stoppers are just a few of the treasures found at By the Bay Treasures.">
• <meta name="keywords" content="online, resource, genuine, beach sea glass, jewelry, unique, gifts, mosaic, supplies, by the bay treasures, ornaments, seaglass, mermaid, tears, pure, drill, bits, diamond, tiny, bottles, suncatchers, seaglass, gems, jewels, abalone, driftwood, shipwreck, ship wreck, artifact, antique, vintage, bottle, rocks, minerals, books, pure, pendants, necklaces, bracelets, earrings, ocean, bythebaytreasures, real, beachglass, stoppers, top, shelf, gifts, petrified wood, bulk, wholesale, pottery, china, fragments, sherds, shards, pieces, customers, events, media, custom, drilling">
• <style>
Impression in THREE seconds
Art of Ohio – http://artofohio.com
Tamarack – www.tamarackwv.com
Calendar of Shows: Message to Future Customers?
Inaccurate or Incomplete Information
Key Factors in Securing Online Purchase
• Ease of navigation• Easy checkout• Good product
description• Ease of finding
products• Accurate information• Trust and security of
site
Product description?
http://www.theglassden.com
Artisan Web Sites
http://www.sivertson.com
http://www.columbiafallspottery.com
http://www.wesstartisans.com
http://www.missoulaartistsshop.com
Dos and Don’ts
• Graphics• Professionalism• Focus• Contact• Relationships
Special Considerations for Artisan Pages
• Photography– Word tags – Best photos
carefully planned– Load quickly– Be selective– Limit number
Special Considerations:Internet Marketing
• Television
• Packing and shipping
• Tax ID
• Customer service
• Responsiveness
www.clvquilts.com
Problem with photo: Can you identify if there is something wrong here??
Go to www.mbaer.com
What options for sorting products are there?
Is this a good or bad example of product sorting?
Make Words Count!
http://www.threadpit.com
Guide the Craft Customer
• Trigger words to hyperlinks
• Site map
• Simple formatting
• Scanable
• Logical
• Contextual
National Craft Association
http://www.craftassoc.com
http://www.naia-artists.org
http://www.masterartisan.com
http://www.acaa.com
Site Visits
www.michaelallison.us
www.gourdmasque.com
www.swschool.org/gallery_shop.php
Logical & Contextual?
www.wgw.com
Accessibility
http://accessible.org
Summary
• Breadth & depth of artisan work• Online business skills• Research and trends• Tools and techniques• Marketing• Evaluating progress
Plan, Plan, Plan