Five Essentials for Optimal Web Exposure

by Marc Lee

1. The web is the best thing that has happened to your business! Take advantage of it! Individual visual professionals have been yearning for ways to get their work to the eyes of millions. The web will do that for you. But even more importantly, from a marketing point of view, you can target your clients. In all of the areas in which you put your logo in the public eye -- yellow pages ads, business envelopes, stationary, newspaper advertisements -- include your unique web site address. People can and do remember "yournamestudio.com" and they will take a look. Your attractive web presence sends the message that you are an up to date professional.

2. Don't get caught paying too little for your site.When someone tells you that they've decided to have Uncle Henry be their wedding photographer, what do you think? When they say they'll do it themselves, have they made the best business and artistic decision? A web site is a huge extension of your business and artistic identity. It must be a professional reflection of your work. Your clients pay for the special expertise you offer. Pay enough to get the professional web quality you deserve. A mediocre site may be worse than none at all.

3. Look twice at special deals.Large Internet Service Providers (ISPs) are in the business of signing up clients. They make their money on volume. They often offer special promotion deals, such as free web sites. Very often those sites are made with cookie cutters. They differ only in the background color and type face that they use. Experienced web surfers recognize cookie cutter sites in an instant, and move on. You want a site that will grab and hold the imagination. Watch out for high volume houses where, when it comes time to update, your site you will get lost in the shuffle. Work with a graphic designer sensitive to the needs of the visual arts professional. Journeyman programmers are hired to develop stock solutions for customers they never meet.

4. Show off your artistic side, but watch for long load times.You want your unique talents on the web. Your skills will attract customers. But remember that your first web site page should load in 20 seconds or less. That means keeping your first page lean while inviting the viewer to enter further in. If the first page loads quickly, they will want to see more. Too slow and its "so long!" Put interesting small graphics where people can find them, but let the surfer choose to load the larger, more elegant version. And remember to get back to basics. Everyone is using color on the web. Black and white (or sepia) loads faster than multiple colors and can look quite graceful.

5. Put your clients on the web for free.Nothing is better than getting something for free. Put your clients' portraits on-line. Then tell them the pictures are there and suggest they take a look. When they tell their friends and relatives, and have them look too, you'll be getting invaluable name recognition and word of mouth advertising! Just be sure your name and phone number appears with each and every client.

  
Copyright © 2000 by Marc Lee, Affinity Web Design Consulting.

 
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