From William T Lasley,
Your Guide to Arts / Crafts Business.
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Craft shows have always been the predominant marketing outlet for handmade products. For years, artists and craftspeople have found these events to be the most effective method for selling their products. Now, with the advent of the Internet, all that is changing. When properly planned, a Web site can become as much of an asset to a crafter as the finest of shows.

But consumers, though shopping online in record numbers, have not changed the way they look at handmade goods. Buyers still like to ask questions, carefully review the items, get to know the artist and shop with ease. The best way to make your site be as successful as your "show business" is to compare and then closely mimic the several aspects of a show. Think about how your customers interact with you in person and then try to replicate those interactions online.

Asking Questions

• Craft Show

Customers can ask you questions. "How did you get started?", "Does this come in blue?" "Do you accept checks?"
• Online

Make sure you have a prominent "About the Artist/Craftsperson" page that tells the story about you and how you got started creating your products. A Frequently Asked Questions or FAQ is a simple way to list often asked questions and answers.

Put your contact information on every page of your site. A small section at the bottom of the page is an effective and non-obtrusive method to display contact information. Also include a "Contact" link in your main navigation on every page. On the contact page and contact section, include your email address, mailing address, 800 number, phone number and/or any other way a customer can contact you with questions.

Design

• Craft Show

A booth is often designed to ensure customers can find things easily. Even so, someone is actually in the booth to assist and interact with shoppers.
• Online

Design and proper navigation are even more important when setting up a site than at an event. Design your site in a way that makes it easy for online shoppers to find what they are seeking in a logical order. At a show, you are there to help people find what they want. If someone cannot figure out where a sought-after item is located on your site, they will very likely leave. When you provide contact information as recommended above, you can make it easier for someone to ask you a question.

Payment Options

• Craft Show

At an event people can pay you with credit cards, checks and cash.

Someone is in your booth to answer any questions about different payment methods.

• Online

You should provide as many payment options as possible. Credit card payments are very easy to accept on a Web site. Cash payments can now be made in the form of debit cards. Even checks can be accepted online via phone or an invoicing system where customers mail you a check before you ship.

Payment information should be obvious to people who come to your site. Credit card logos and statements like "Yes, we accept checks! Call 800-555-5555 to place your order." are good ways to inform buyers of payment options. Keep payment options in the appropriate locations, often on each individual product page as well as on the "home" page.

Viewing Products

• Craft Show

At shows, people can closely examine products to see the quality of each piece.
• Online

Using high-quality images with options to enlarge the image is always a good idea. Keep your file sizes small, though, to ensure fast page loads. Do people often "flip" your products over to look at the back? Then include images of the backs of the products too.