Having your own web site
to display your art is an exhilarating idea. Imagine-- anyone with a
personal computer and modem can view your masterpieces from anywhere in the world, any time of the day or night. They can browse through page after page of your
artwork, taking time to savor your technique and admire your genius. Then, at the click of
a mouse, they can send you a nice big order. Why, you'll be fabulously rich in no time...
Nice thought. But let's do a quick reality check. As Internet growth has snowballed into an avalanche, it does indeed make more and more sense for artists and
craftspeople to consider establishing a cyberspace site where their work can be displayed.
A virtual gallery, if you will. But remember. A web site may cost you more than it's going
to bring in, at least at the beginning. So, psychologically speaking, let's move it out of
"revenue" column and into "overhead". After the initial expense,
however, a web site can be a very low-cost and effective marketing tool.
Where to Begin
Visit as many art-oriented web sites as you can. Start with the
"Art" headings on search engines like Yahoo (www.yahoo.com), LookSmart
(www.looksmart.com) and InfoSeek (www.infoseek.com). You'll find links to thousands of
sites devoted to everything from pottery to painting to photography. Cast a critical eye
on what others are doing. Note each site's layout and look, how the pages are organized,
and how long each takes to download. You'll soon develop a sense of how you'd like your
own site to look. Tip: avoid excessive graphic flourishes. They slow downloading, and
web surfers are notoriously impatient.
Next, shop around for a "server" to host your site. An Internet Service Provider
(ISP) will provide technical expertise but little or no help in promoting your site. A
"cybergallery" hosts other artists and craftspeople, and may (or may not) do
more to attract art buyers. Evaluate the benefits and costs of each before deciding.
Compare setup fees, monthly charges, the ease and cost of updating pages, and security.
Select a "domain name" e.g., www.your-business-name.com. Register it with
InterNIC, the consortium that oversees domain names and referees disputes. Cost: $70 for
the first two years. Your server can do it for you, but you'll pay an extra $50 or so.
Important: be sure that you, not your server, own your domain name. Otherwise, you might
have to leave it behind if you decide to move your site to a different server.
Monthly fees for hosting your web site usually run $20-60, depending on how many pages and
megabytes your site occupies. Prices are
falling as competition intensifies, however, so get referrals and shop around. Be sure
your choice offers 24/7 customer service.
Parlez vous HTML?
Want to try designing and creating your own web pages? Microsoft Front
Page has become the big name in the game. It's a relatively easy-to-use program that
requires no knowledge of HTML, the arcane "language" of the Web. Hot Dog Pro
($99) is another web-authoring application. Because it's shareware, you can try it free
(www.sausage.com) for 30 days before paying.
But most artists and craftspeople should
probably hire a professional web designer, just as you probably used a professional
photographer for your jury slides. But remember, even experienced web designers have been
plying their trade for only a year or two. As always, get references. Then view the sites
your expert has created.
Promote your site. Make sure the URL (e.g., www.your-biz-name.com) is on your letterhead,
invoices, business cards and all promotional material. Revisit those search engines I
mentioned earlier and register your site -- you'll find instructions when you visit.
Keep
your eyes peeled for other promotional opportunities, too. Some online art galleries will
provide a link to your site for free or a minimal charge (i.e., $10 per month). Visit
relevant newsgroups, not just art- and craft-oriented ones. Ask yourself, where are my
customers likely to gather? Once there, look for opportunities to post messages, answer
questions and offer assistance. Avoid blatant self-promotion. Just display your expertise
answering questions and posting observations -- and make sure your web site's address is
included in your signature file.
Your web site can become a valuable marketing tool, but only if you create it carefully
and promote it tirelessly.
-30-
© Copyright
1996 Tom McKay. All rights reserved. May not be
reproduced without permission.
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