View from the Field V

Creating a Website, from Concept to Web
Part 1

An ArtsWORK exclusive by Kendal R. Miller
Frames, Phrases, and Photography by Kendal, LLC

Creating and maintaining a web presence to showcase your artwork is essential for today’s artist. When unavailable to show your work in person, having the ability to say, “You can find it on my website” is priceless. Often time clients like your work, but want to see a larger variety.

Thanks to an Individual Artist Program grant from the Indiana Arts Commission (IAC), I was able to update my Photography by Kendal website (www.photographybykendal.com) from a site limited in space and inundated with advertisements. Not only did the upgrade make my company look more professional, but allowed for 24/7 on-line ordering of my fine art photography prints. It also contained elements to create on-line portfolios for clients and to promote my writing services.

Having outgrown a “free” ten-year-old website, it was embarrassing to respond to inquiries about an on-line presence. Hosted by Tripod.com, I originally selected this site because of the large amount of photographs that I could display at no charge. Through the years I used up the allotted space, preventing me from adding new images and information about my photography and services.

As with most free websites, the requirement for utilizing the host services is having advertisements displayed on your pages. In my case, not only did the ads appear on my home page but became larger and more numerous over the years. To make matters worse, the majority of the ads contained information on area photographers.

With the convenience of displaying images on the Web, most photographers started offering prints on-line and presenting customer’s portrait/event sessions directly from their websites. Unable to offer these same services, I began losing business. With limited resources to re-do my site, I applied for the IAC grant with a primary focus on building a new website.

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This is the fifth of six pieces written by artists affiliated with ArtsWORK Indiana. We'd like to hear what you think, so go to our Facebook page and tell us! Check out other articles in the "View from the Field" series, published monthly.

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If developing or upgrading a website, I recommend deciding what is and isn’t important to you and your business. Determine the goals of your site, and the financial investment that you can or want to make. Research and asking questions are essential to your project.

Some questions to consider are:

1. How much can I afford to spend on my site?
   Even if you’re not at the stage where you can purchase website space, obtaining free space is better than no website at all. Although I had complimentary web space for nearly ten years, I purchased my domain name and a forwarding service that directed my domain address over to the free site. I also purchased a more professional e-mail address rather than using a free e-mail address such as Yahoo or Gmail. Through Network Solutions, I spent around $70 a year to keep my “Photography by Kendal” domain name, a forwarding service, and the kendal@photographybykendal.com e-mail address to match my website. Had I made a longer commitment, I could have reduced my costs over several years.


2. Will I want/need to include lots of copy/photos on my site?
   The number of images and amount of copy to be displayed will determine how much website space you’ll need. Purchased space can be month-to-month or by the year(s). The more that is bought at one time, the less the cost per month. Copy may include an artist’s statement and bio, upcoming gallery shows/events, services, and contact information, as examples.


3. Do I want to learn how to create the site myself or can I afford the services of a web designer?
   Keep in mind that “creating” includes website design and copy writing. If unable to design or write, consider the services of a web designer. Another expense may be having your artwork photographed for your site. Ask a potential designer if their services include copy writing and photography, or if you’ll need to hire a writer and photographer. While space and design elements are limited, free sites often include easy-to-use website building tools and templates.


4. Do I want to learn how to maintain my new website or can I afford to have my designer do it?
   Maintaining a website includes being able to change the photos and copy yourself. Consider your time, talents, and willingness to learn versus paying someone to create, design, and maintain your site. Some designers charge a flat fee for each time you make changes to your site.

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5. Do I want/need to purchase a domain name? A personalized e-mail address?
   Whether you are a part or full-time artist, maintaining a professional image is attractive to a client. It is also a personal reflection of you, “the artist” and “businessperson.” In my opinion, purchasing a personalized domain name with matching e-mail address shows clients that you are serious about what you do. Domain names are relatively inexpensive, and depending on what website service you select may be discounted in a package deal. Even if you don’t start a website straight away, purchasing a domain beforehand may prevent your preferred name from being taken by someone else in the future.


6. Do I want to sell artwork off of my website?
   Showing photography through art shows, festivals, and galleries, maintaining an on-line gallery was attractive to my business. While potential customers may not buy during an event, a website is a great tool for future purchases. Living in a very rural area of Indiana, I believe that having the on-line selling option on my site is essential.


7. Will I accept credit cards on my website?
   If you’re going to sell your work on-line, be sure that credit cards numbers are handled securely. Many website hosts such as Go Daddy offer secured credit card processing. Your local bank is a source for independent processing services such as Sage Payment Solutions with an on-line “virtual” terminal. Mobile credit card processing companies such as Square Up are also becoming more popular. Depending on which service you choose, processing expenses should be figured in your budget and the price of your artwork and/or services.
   
   Some companies charge a flat annual usage fee, a yearly compliance fee and monthly processing fees whether or not you have a sale. In addition, a percentage of each sale is collected each month. Recently, an additional merchant monthly reporting fee requires processing companies to report the gross amount of their merchant customers’ payment and third part network transactions to the Internal Revenue Service. The cost of providing this report is another fee passed on to merchants. It is especially helpful to read the “small print” when it comes to merchant credit card processing.

After research, establishing website goals, and creating a budget, utilize this information to move forward on your website. Whatever you decide—to do it yourself or hire a designer, writer and/or photographer—surf the net for website ideas that can be incorporated into your new site. If you approach potential designers, ask for written quotes, timelines, and links to sites they have created. Also question whether or not their quote includes future changes and/or additions.

Do not hesitate to ask for website design referrals from friends and colleagues, both in and out of the art realm. Networking is not only good to obtain information, but is a great way to promote you and your business at the same time.

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Kendal R. Miller is an award winning photographer and writer residing in rural southern Indiana. Kendal juried into the highly competitive Indiana Artisan program as one of only eight accepted photographers in the state.  Kendal has a degree in business and a background in tourism and marketing. Visit the Photography by Kendal website.

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