Steck Insights

This article is part 2 of a 3-part series discussing important website considerations for artists. The first part laid out some general thoughts to keep in mind during the initial stages of creating your art website.

Important Considerations – Part 2: Basic Website Elements

Image: FreeDigitalPhotos.net

“Okay you twisted my arm. Now what?”
There are a number of questions that inevitably should be going through your head: what will this cost me? can I do it myself or should I hire a professional? I’m an artist, not a nerd – how the heck am I supposed to build a website?!
As the resident “nerd” at OPA, let me help you along. I’ll walk through some basics that you should know about, even if you hire a professional.
Terminology
“Gigabytes? Hard drives? Ugh… That megahertz my brain just to think about!”
In order to have your own website, you need two things working together: a domain name and a web host.
The “domain name” is what people type in to find you.
“OilPaintersOfAmerica.com” is a domain name. This is purchased from a “domain registrar”, such as NameCheap, Verio or GoDaddy.
Then the domain name is pointed to your “web host”. A web host, like HostGator, BlueHost or GoDaddy for example, holds onto the files of your website and presents them to people when they arrive.
Before you get too confused, think of your “web host” as a gallery that holds your artwork and the “domain name” is the address collectors use to get to the art gallery.

In summary, you purchase a domain name and a web hosting package. The domain name points to your web host.
Congratulations! You passed our terminology section! (Well done. You did great!)

What will this cost me?
Typically a domain name costs between $9-14 per year (sometimes the first year is cheaper when you purchase in conjunction with a web hosting package) and a web hosting package normally runs between $50-80 per year.*
For most users, the starter packages will do the trick. HostGator has excellent prices, so any of their webhosting packages will work. I recommend their “baby plan” if you would like to have more than one domain name (like myawesomeartwork.com and myawesomeartwork.org) or their “business plan” if you would like to sell products directly from your site.

Where does the “website” part come in?
Next, you actually need the files that make up your website. Some web hosting packages provide simple templates for you to fill in your information. There are some companies, such as Fine Art Studio Online, that provide slightly more advanced templates specifically for artists. Then there are web developers like myself, Steck Insights Web Design, that design custom hand-crafted websites for anybody and everybody.
Each of the options listed provides more customization than it’s predecessor, but will generally cost more.
The generic site that comes with your hosting package is usually not what you want. I recommend, at the very least, having someone set up a “WordPress” site for you.**
WordPress, which was originally a blogging platform, has become a leader in web design — in fact, everyone from small start-ups to multi-million dollar corporations use it, including OPA! The WordPress platform makes it easy for someone with little to no technical savvy, to easily update the content of their website. That way, you don’t have to pay someone each time you want to share your latest painting with the world. For extra credit, this is known as a “Content Management System (CMS)”.

Web Design Costs
Having someone design a website by hand can be expensive. A typical custom designed, WordPress-based, “brochure website” will cost between $1,000-1,500. A brochure website will contain 3-5 pages and provide most of the basic information about you that a handheld brochure might. When you add in the need for an online shopping cart or custom features, it can be even more expensive.
So what I would suggest for someone just getting started, is to hire a web designer to set up the free WordPress install, do some slight configurations and walk you through the basics. This could be completed for between $150-300 and it would give you a starting place to get your feet wet.
Feel free to contact me if you have questions about WordPress or how to set up a basic website.

Time vs. Money

“Do you want to be an artist or a web designer?”
We all know that you want to be in the studio painting or scoping out your next plein air location, not pulling your hair out in front of a computer.
This is the main reason why I point people to using a Content Management System (CMS), which enables you to make simple changes, add pages or move links with a few clicks. If you can send an e-mail or create a Microsoft Word document, you can handle WordPress.
The starving artist out there may be tempted to try to do it all himself. There are many great resources available that can help you with this, but I would urge you to seek the help of a professional, so your website showcases your work in the best light and you can get back to the canvas.
If you’re on the other end of the spectrum, you may prefer to stay as far away from a keyboard as you can get and hire a web developer to manage your website for you. When you want to make a change, just give them a call and they’ll take care of it for you — but keep in mind, this is a more expensive option. But when you consider the additional cost of lost business (and extra gray hairs), a trained professional may be the way to go.

Lesson 2 Summary

Option 1:

Purchase a domain name – “myawesomeartwork.com” for example – (currently available, by the way)

Purchase a web hosting package

Set up WordPress

Option 2:

Hire a web developer to do it for you

*Both domain names and hosting packages can be much more expensive, depending on the demand for the domain name and the features of the web hosting package, but for most people’s needs, these are typical prices.

There are two versions of WordPress: a paid and free version. The paid version makes the setup simple for you, but is very limiting. I recommend finding a web designer to set you up with the free version.

There is no law that requires you to have a website, no one is forcing you to use a cell phone and no one mandates that you drive a car.
But each of these are tools and technologies that enhance the quality of life around us, to the point that some deem them necessities.
I’m here as a child of the digital age, and a full-time freelance web developer, presenting some ideas that, should you chose to accept them, may benefit your livelihood in this internet-crazed world we now live in.

Adapting to the digital world

“If I cover my eyes, maybe it’ll all go away!”
Unfortunately, it’s not as easy as ignoring it. There are some of you that have been forced to use new technologies which would have been considered science-fiction a decade ago. Or maybe you remember the age when making a phone call meant speaking with an operator first. Either way, take a moment, a deep breath and pat yourself on the back — I mean, you’re reading a blog for goodness sakes! Way to go!
A few things to acknowledge:

It’s okay to not know – the key to the digital age is that you don’t need to know or remember anything. That’s what Google is for! If you have a question, it’s only a search away.
You don’t have to do it all – new and ever-changing technologies are just a fact of life. So don’t feel as if you need to sign up for every social network out there. Pick one and stick with it.
There are no “tricks” or shortcuts to success – when it comes down to it, your journey to success is still all about quality and trust. Providing consistent, exceptional value to the customer is what it’s all about. This is true whether you’re an oil painter, a supply store or a fortune 500 company.

The need for a website

“Com’n, you know you wanna. Everyone’s doing it!”
We’ve all heard it before: “you’ve gotta have a website”. It was the resounding cry of the dot-com boom that caused businesses and organizations, large and small, to rush out like lemmings off a cliff to stake their claim of the world wide web. Unfortunately, few stopped to ask “why?” Today, many folks are stuck with expensive, outdated and altogether abandoned websites — now scratching their heads and wondering “what did I need this website for, anyhow?”
Why do you need a website? Here’s why: People are no longer relying on yellow-pages and billboards to find the products they need. Instead, they turn to Google or Facebook. The “like” button or online product review has become the new “word of mouth”. So, when someone is looking for an “original oil painting near Denver”, for example, it becomes very important that you are online and easy to find when they begin that search.

Important Considerations – Part 1: Goals & Organization

“Tips for right-brain thinkers who prefer to leap, then look”
Steven Covey, in the book “7 Habits for Highly Effective People”, says “Begin with the end in mind.” This is my advice to you, as well. What are you trying to accomplish? We know that we are supposed to have a website, but we are often unclear as to “why”. Your website is your business card. It is the book cover that people judge you by. A website should reflect the personality, professionalism and quality of your product which, in your case, is your artwork.

Interesting Stats:

It’s been said that upon meeting someone you have seven seconds to make an impression. This is even more true online. In fact, some studies say it takes less than two tenths of a second for an online visitor to form an opinion of your brand. ¹
Needless to say, your website must present your business in the finest light possible.

So your first goal should be to make a good impression. Spend time thinking about the image you want to present of yourself?
Secondly, ask yourself this clarifying question: “What do I want people to leave with or accomplish while visiting?”
To help with the specifics of that last question, let me give some examples. Maybe your end-goal is that your visitor purchase something; so make sure that your products and prices are obvious, that you have a simple and functional shopping cart with current discounts and specials highlighted.
Would you like them to sign up for a newsletter? Then make that registration form the first thing they see and perhaps offer a free download or reward for signing up.
If your ideal is for visitors to spend time looking at your paintings and share them with others, then put your photo gallery on the front page with prominent “share” or “comment” buttons for each of them.
You see, it’s not difficult to create a game plan, but it begins with the end in mind. Your visitor is better-served because you provided them with obvious steps to accomplish. No one enjoys arriving at a website only to stare blankly at it wondering, “now what?”
The third goal that I see for any website is that it provides quality content. This content, or information, should take into account your intended audience. Some questions you should be asking while creating your website are:

Who are you trying to reach?
What is your target audience?
Are they of a particular age? If older, should font size be increased?
Will they be accessing your website on a desktop computer or from their mobile device?
What are they most likely looking for? What phrases will they be searching with?

These questions can help guide you in making decisions about layout, graphics, fonts, content and navigation.
Do your best to put yourself in your customer’s shoes. Think like the visitor.

“Important Website Considerations for Artists” is a three part series aimed to help artists make educated decisions around their web presence. Feel free to add questions and comments below and the author will do his best to point you in the right direction. If you’re in need of assistance with your website, feel free to visit Steck Insights Web Design.