CraftMarketingTutor.com

If you’re thinking of starting a craft business online – whether that’s a brand new stand-alone enterprise or a traditional craft business that hasn’t traded on the internet before – you can learn valuable lessons from those that have already done it.

I would never advocate copying. That’s no way to run your craft business and is reminiscent of cheap foreign imports and shoddy goods. But there’s nothing wrong with observing how others in your particular craft area do what they do, then learning valuable lessons from it.

In fact if I think about it, the same can be true of craft websites you don’t like. There are lessons to be learned there too! Let’s not focus on that though, let’s focus on the good.

If you see someone selling crafts online in a way that really appeals to you, think about what’s ticking your boxes. Is it the design? Is it the text? Is it the way the shopping cart system or checkout works? Do they have a craft blog that’s lively and involving? Special offers that are appealing?

If it’s just the crafts themselves there’s not a lot you can do about that – we all have a little envy for the quality of someone else’s art from time to time! On the other hand if it’s the actual design or functionality of the website, there’s lots you can learn.

Have a good click around and explore. Does it look bespoke, custom designed, or is there any way of telling that it’s an off-the-shelf template you might also be able to use or find something similar. Sometimes you’ll find a “designed by” or “website by” note at the bottom of a page. Many craft blogs have the template details at the bottom. It’s a good idea to modify it a little by adding your own logo into the header area but most everything else is just a simple install.

If it’s a shopping cart you like, do you see any code come up when you hover over a link that might tell you who it’s by? If you add something to a cart do you get a hint? You can try “view source” in your browser. Most of the code you get is completely unintelligible to me but in amongst it you might find something. Of course you could always email the site owner – flatter them a bit about how much you like the site and ask where they got such-and-such. People’s pride usually leads them to spill the beans!

For general layout and text, think about how they’ve composed the pictures, how they’re saying things. Don’t just think “that’s nice”, analyze why you feel like that about it. Keep a notepad by the computer and each time you see a site you like, write down what it is that strikes you. Add it to your favorites. Spend an hour or two in research and then see which elements you want to use in your own craft site.

Remember, selling your crafts online isn’t just a matter of having nice products. If you’re not actively promoting those products and involving your website visitors in the process then what you’ve got is a like a traditional craft booth with no-one sat behind it. It ain’t going to make any sales.