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 Site Title Purpose statement Product info Price Artisan Story Contact info Pic Assortment Each box = page with info Each box should have a relationship to the whole site.

Process for Developing 1 st 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 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 Note number of search engines Do a search with word “handcraft”, then craft. How many appear? Try other search engines.

Welcome to Ken Carpenter Jewelry <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"> View: Source: Metatags

Exercise in Metatags By the Bay Treasures

Impression in THREE seconds

Art of Ohio – Tamarack –

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?

Artisan Web Sites

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

Problem with photo: Can you identify if there is something wrong here??

Go to What options for sorting products are there? Is this a good or bad example of product sorting?

Make Words Count!

Guide the Craft Customer Trigger words to hyperlinks Site map Simple formatting Scanable Logical Contextual

National Craft Association

Site Visits

Logical & Contextual?

Accessibility

Summary Breadth & depth of artisan work Online business skills Research and trends Tools and techniques Marketing Evaluating progress Plan, Plan, Plan