September 26, 2024 • 14 mins
It's Week 12 of the Prep for the Holidays minisode series and it's time for us to prep all our online shop for the holiday rush. Whether you sell on Etsy, eBay, your own website or any other online platform, there a few things you'll want to make sure are in tip top shape before shoppers land!
We're going to talk about photography - especially for key products - SEO, titles and descriptions, telling the story of your business and products, emphasizing the "handmade" aspect of your business, shipping info and most importantly, double checking and testing to make sure users have a pleasant, frustration-free shopping experience!
This episode is brought to you by our Premium Subscriber Community on Patreon and Buzzsprout
You can find Melissa at finelimedesigns.com, finelimeillustrations.com or on Instagram @finelimedesigns.
You can connect with the podcast on:
- Instagram at @andshelookedup
- YouTube
- Tik Tok at @AndSheLookedUp
For a list of all available episodes, please visit:
And She Looked Up Creative Hour Podcast
Each week The And She Looked Up Podcast sits down with inspiring Canadian women who create for a living. We talk about their creative journeys and their best business tips, as well as the creative and business mindset issues all creative entrepreneurs struggle with. This podcast is for Canadian artists, makers and creators who want to find a way to make a living doing what they love.
Your host, Melissa Hartfiel (@finelimedesigns), left a 20 year career in corporate retail and has been happily self-employed as a working creative since 2010. She's a graphic designer, writer and illustrator as well as the co-founder of a multi-six figure a year business in the digital content space. She resides just outside of Vancouver, BC.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Hello everyone and welcome to episode number 12 in
our Prep for the Holiday series.
It's getting to the point whereI'm starting to lose track of
where we are, but yes, this istask number 12, week number 12
of Prep for the Holiday series.
If you're new to the series,this is something that we
started back in the summer as away to help creatives, artists,
(00:22):
makers and creative serviceproviders get ready for the busy
holiday selling season, andeach week, we tackle a new task
that is appropriate for where weare in the year to help us get
ready, and today we are going tobe talking about our websites.
So, if you don't have a website, hold tight so.
(00:43):
So yes, we're obviously goingto be talking about people with
their own websites, so withtheir own domain, on a platform
like shopify or wordpress orsquarespace, wix, whatever it is
that you're using, but we'realso going to be talking about
etsy, shops, ebay, those typesof platforms where you're
selling in a marketplace, soessentially anywhere that you're
(01:05):
selling online.
If you're a creative serviceprovider or a content creator,
this also counts for you,content creators.
You almost always have your ownwebsite, so, and you are
probably the best prepared outof everyone for the holiday
season so, but you might stillget a tip or two here.
(01:25):
But if you are a creativeservice provider, you may sell
your products on other platformslike Gumroad or some of those
other places where people candownload digital products from.
So there's also things in thisepisode that apply to you as
well.
So the first thing that you'regoing to want to do a little bit
(01:48):
of a double check on and have alook at with your listings is
your photography.
So for most of our customers,the photo is the first thing
that they have that shows themwhat this item that they're
interested in looks like.
People are very visual whenthey shop online, so the better
the photos you can provide themwith, the better.
(02:09):
So obviously you want to haveyour hero shot, which is where
you feature the photo, where youfeature your item in full.
But you may also want to havesome detail shots where you zoom
in on specific parts of theitem.
You might want to show the itemin use, so to give people an
idea of how they might use thisor where they may hang it in
(02:30):
their home or display it intheir home.
So it's not just necessarilyhaving the big one hero shot you
want to think of other waysthat you could use photography
in order to convince this personthat they need this item, and
they need to have it now.
You want your photos to be infocus.
You want them to be well lit.
(02:52):
Now is a great time of year totake your photos before we head
into the deeper, darker monthsof late fall and early winter,
but in September we've still gotsome good natural light.
This is particularly important.
If you don't have lighting inyour home that you can use.
A couple other little tips forphotography.
(03:12):
If you're new to this, youdon't want to use your room
lighting so like if you've got adesk lamp or an overhead light.
All of those can kind ofdistort the color of your
products unless you know whatyou're doing with your camera
and you may not always have asmuch control if you're using
(03:33):
your phone to shoot.
So if you are really challengedwith light, you might want to
look at getting a stand light ora ring light or a light box or
something that can help you makesure that you have good, even
lighting to take your photoswith.
As I mentioned, you also want tomake sure things are in focus.
(03:53):
And another quick little tip,because I see this mistake
probably more than any othermistake, and that is if you're
going to be filming shootingsomething from an overhead
position.
I see this all the time.
People put something down onthe floor to shoot it because
it's easier.
That's actually a great way toshoot things is to put them on
(04:16):
the floor to get a nice, evenbackground.
But if your flooring has anykind of geometric shaping to it
so whether it's lines or you'veput it on I've seen people put
things on like welcome mats andthings make sure that the lines
are straight.
The last thing you want to do ishave somebody looking at your
(04:36):
item but the background is isoff kilter.
That can really distract fromyour product.
So make sure all those littlethings are lined up and take the
best pictures that you can.
If you have a friend who is aphotographer, hit them up.
Ask them how much they wouldcharge to help you get some
really decent photos of at leastyour key items, like your best
(04:59):
seller items, the ones thatpeople buy over and over again.
See if you can get some reallygood photos of those done, and
if they're a good friend, theymight even be willing to barter
with you for something, sothat's always an option too.
But having somebody who is goodat styling product and
photographing product can bereally helpful.
(05:19):
So photography is the numberone thing that you want to do.
You also want to make sure thatyour product descriptions are
pretty self-explanatory, so thatpeople know what they are going
to get.
You also want to make sure thatyour product descriptions work
for SEO.
This is a great time to betweaking your site for SEO.
Write some blog posts.
(05:42):
I've talked about that inprevious episodes.
You haven't done that already.
Now's a good time to write afew blog posts to help you with
search engine traffic, which, ifyou have your own website, is
what you really need.
You don't have the benefit of amarketplace like Etsy or eBay
that delivers the traffic to you.
(06:02):
Etsy has its own SEO, so withyour Etsy product descriptions,
you want to make sure that youare using words that people are
going to be searching for, bothyour product titles and your
product descriptions.
With those things, you alsowant to make it so that a human
can read it and understandwhat's going on.
So that's where the balance,the very delicate dance with SEO
(06:23):
is, is that you want to use thewords and phrases that are
going to get you found, but youalso need to make sure that a
human can read it and understandwhat you're talking about, and
so it makes sense, and so it'sinviting to them Very tricky
balance to achieve.
The more you do it, the easierit gets Some of the what's the
(06:45):
word I'm looking for.
Some of the platforms out therewill also have their own AI
tools now to help you withdescriptions.
Again, use that as a startingpoint.
You want to make sure that itstill sounds like a human wrote
it, and I think this is reallyimportant this year is to make
sure that our websites and ourEtsy shops and anything else
(07:08):
where we are marketing ourselvessounds like we're a human.
People are starting tounderstand what AI is now.
They are also starting torealize that there's a lot of
product out there that isactually manufactured and isn't
handmade, and they're lookingfor handmade.
They're looking for art createdby a human being, and that is
(07:29):
us.
So it's really on us to makesure that on our websites and
our Etsy shops and all thoseplaces where we sell, that we
really emphasize that we are thehuman behind the work.
We are the person who drew theimage.
We are the person who crochetedthe cute little item.
We are the person who solderedthe jewelry.
We want them to know that itwas our hands that made this
(07:52):
item, or our knowledge thatcreated the digital product that
we're selling, and so on ourwebsites.
Make sure that you tell thatstory.
When someone lands on your site, make sure that they know who
you are, who the artist is, whothe creator is.
Tell them a little bit aboutyour process.
Shoot some videos of you makingthe thing and display that on
(08:15):
your website.
Display that in your Etsylistings.
There's all kinds of statsabout how Etsy listings with
video get seen more in Etsysearch.
So you know, put a quick videoclip in.
It doesn't have to be a videoof the product.
It can be a video of you makingthe product or designing the
product, whatever the case maybe.
(08:35):
So really work on yourstorytelling aspect on your
website.
You also just want to make surethat your site is easy to
navigate.
Etsy does a pretty good.
Etsy does a job at this.
As a shopper on Etsy, I oftenfind it very difficult to find
what I'm looking for, but thatis not something that we, as
(08:55):
sellers, have a lot of controlover.
That is an Etsy situation.
But on your own website you dohave a lot of control over the
shopping experience.
So make sure that your site iseasy to navigate, make sure that
it is loading properly.
Test it out on multiplebrowsers on multiple devices.
So the big three are Chrome,firefox and Safari.
(09:18):
Make sure that your siterenders well on each of those on
desktop, on laptop, on mobileand on a tablet.
I have a tablet over here thatI'm pointing to because it can
look great on one, but then whenyou look at it on another, it
could look really terrible.
Make sure that it's loadingquickly and make sure it's easy
(09:39):
to navigate.
We can become kind of blind tothe navigation when we are on
our own site over and over againevery day.
So now is a great time to havea few friends.
Ask them if they can take alook at it, ask them to give you
any feedback or if there wasany place where they couldn't
quite figure out how to get towhere they wanted to go.
Make sure that your shippingdeadlines and your shipping
(10:01):
information are on your site andthat it's very easy for people
to find them.
This is one of the things Istruggle with a lot, being in
Canada and I know most of youwho listen are Canadian is when
I'm on a website I fall in lovewith something and then I can't
figure out if they ship toCanada.
I can't figure out if they'rein the US or if they're overseas
(10:22):
, and so you want to make itvery clear where you're located,
where you're shipping from andwhat your shipping policies are
and what your shipping deadlinesfor the holiday season are.
And if you have a free shippingthreshold, make sure you
mention that as well.
If you're on Etsy, make surethat you talk about your
shipping in all of your listings, so it's very clear.
We all know people have a hardtime reading, but you want to
(10:46):
make sure it's there as much tocover yourself as to inform your
potential customer.
Again, etsy does not make iteasy for people, particularly on
mobile, to view an itemdescription, but you want to
make sure that you have it there.
Anywhere and anywhere else youcan reiterate your shipping
policies on your Etsy shop.
Make sure that you do that.
(11:08):
You have the announcementsection at the top of your shop
where you can put your shippingdeadlines for the holidays.
There's also different fieldsyou can fill in for your shop,
and that's another thing.
If you're on Etsy, make sureyou're filling in all the shop
information.
That is really important and ithelps you get seen in Etsy
(11:28):
search better.
So you want to make sure you'vegot your shop policies filled
in.
You've got your shippingdeadlines and shipping policies
filled in.
You make it clear who uh allthe things that you need to have
like in terms of who isinvolved in your shop.
So if you have people helpingyou, uh, you are supposed to be
listing those people.
Now, if you have, if you haveproducts that are made by a
(11:51):
manufacturing partner, you aresupposed to be listing that as
well.
So you don't have to specifywho the partner is, or actually,
I believe you do have tospecify who the partner is.
I know I used two productionpartners for printing my
notebooks and notepads and I hadto list their names, but you
(12:12):
can hide the name.
So you know you have a choicethere where you can actually
show who your manufacturingpartner is or you can hide it,
but you do have to let it, youknow.
So those are a few things thatyou want to make sure that
you're doing so that when peopleland on your website, they are
having a great shoppingexperience.
You want to make it easy forthem to find what they're
(12:34):
looking for and to buy.
If you have time, there are afew other things that you can do
, particularly on your ownwebsite.
These are a little harder to doon third-party platform sites
like marketplaces such as Etsy,but on your own website, what
can you do to help increase thevalue of the sale?
(12:57):
So could you put in a pluginthat shows them some suggested
items, like if you're buyingthis, you might also like this?
If you have something in aparticular pattern and the
person is buying, let's say, thescrunchie, but you also sell a
makeup bag with that fabricpattern, when they go put the
scrunchie in their cart, isthere anything that pops up and
(13:20):
says you might also like thismatching makeup bag, or
something along those lines?
So anything you can do to kindof make the experience better
but also increase the sale.
Those are the two things youwant to be looking at now, and
this is the time of year to doit.
You want to make sure all thatstuff is working before people
(13:41):
start really shopping in earnest.
And if you're on Etsy, I wouldeven say work on your Etsy
listings first, because peopleare already shopping for
Christmas and the holiday seasonon Etsy.
They're already searching,they're already starting to look
.
So I would probably start withEtsy first and then I would make
sure my own website is up tosnuff as well.
(14:04):
So that's it for week 12 andtask number 12 of prep for the
holidays.
And, as always, if you enjoyedthis, if you're watching on
YouTube, please give us a thumbsup or subscribe if you haven't
already.
And if you are listening onyour favorite podcast platform,
I would love it if you woulddrop us a review.
You can leave reviews on Applepodcasts and on Spotify now.
(14:27):
It would help so much.
It gets us in front of morepeople and I think this series
has been pretty valuable thisseason.
I've had some good feedbackfrom it and I've really enjoyed
putting it together.
We're not done yet.
We still have more things to do, so I will be back next week
with task number 13.
That's it for now.
See y'all soon.
Hello everyone and welcome to episode number 12 in
our Prep for the Holiday series.
It's getting to the point whereI'm starting to lose track of
where we are, but yes, this istask number 12, week number 12
of Prep for the Holiday series.
If you're new to the series,this is something that we
started back in the summer as away to help creatives, artists,
(00:22):
makers and creative serviceproviders get ready for the busy
holiday selling season, andeach week, we tackle a new task
that is appropriate for where weare in the year to help us get
ready, and today we are going tobe talking about our websites.
So, if you don't have a website, hold tight so.
(00:43):
So yes, we're obviously goingto be talking about people with
their own websites, so withtheir own domain, on a platform
like shopify or wordpress orsquarespace, wix, whatever it is
that you're using, but we'realso going to be talking about
etsy, shops, ebay, those typesof platforms where you're
selling in a marketplace, soessentially anywhere that you're
(01:05):
selling online.
If you're a creative serviceprovider or a content creator,
this also counts for you,content creators.
You almost always have your ownwebsite, so, and you are
probably the best prepared outof everyone for the holiday
season so, but you might stillget a tip or two here.
(01:25):
But if you are a creativeservice provider, you may sell
your products on other platformslike Gumroad or some of those
other places where people candownload digital products from.
So there's also things in thisepisode that apply to you as
well.
So the first thing that you'regoing to want to do a little bit
(01:48):
of a double check on and have alook at with your listings is
your photography.
So for most of our customers,the photo is the first thing
that they have that shows themwhat this item that they're
interested in looks like.
People are very visual whenthey shop online, so the better
the photos you can provide themwith, the better.
(02:09):
So obviously you want to haveyour hero shot, which is where
you feature the photo, where youfeature your item in full.
But you may also want to havesome detail shots where you zoom
in on specific parts of theitem.
You might want to show the itemin use, so to give people an
idea of how they might use thisor where they may hang it in
(02:30):
their home or display it intheir home.
So it's not just necessarilyhaving the big one hero shot you
want to think of other waysthat you could use photography
in order to convince this personthat they need this item, and
they need to have it now.
You want your photos to be infocus.
You want them to be well lit.
(02:52):
Now is a great time of year totake your photos before we head
into the deeper, darker monthsof late fall and early winter,
but in September we've still gotsome good natural light.
This is particularly important.
If you don't have lighting inyour home that you can use.
A couple other little tips forphotography.
(03:12):
If you're new to this, youdon't want to use your room
lighting so like if you've got adesk lamp or an overhead light.
All of those can kind ofdistort the color of your
products unless you know whatyou're doing with your camera
and you may not always have asmuch control if you're using
(03:33):
your phone to shoot.
So if you are really challengedwith light, you might want to
look at getting a stand light ora ring light or a light box or
something that can help you makesure that you have good, even
lighting to take your photoswith.
As I mentioned, you also want tomake sure things are in focus.
(03:53):
And another quick little tip,because I see this mistake
probably more than any othermistake, and that is if you're
going to be filming shootingsomething from an overhead
position.
I see this all the time.
People put something down onthe floor to shoot it because
it's easier.
That's actually a great way toshoot things is to put them on
(04:16):
the floor to get a nice, evenbackground.
But if your flooring has anykind of geometric shaping to it
so whether it's lines or you'veput it on I've seen people put
things on like welcome mats andthings make sure that the lines
are straight.
The last thing you want to do ishave somebody looking at your
(04:36):
item but the background is isoff kilter.
That can really distract fromyour product.
So make sure all those littlethings are lined up and take the
best pictures that you can.
If you have a friend who is aphotographer, hit them up.
Ask them how much they wouldcharge to help you get some
really decent photos of at leastyour key items, like your best
(04:59):
seller items, the ones thatpeople buy over and over again.
See if you can get some reallygood photos of those done, and
if they're a good friend, theymight even be willing to barter
with you for something, sothat's always an option too.
But having somebody who is goodat styling product and
photographing product can bereally helpful.
(05:19):
So photography is the numberone thing that you want to do.
You also want to make sure thatyour product descriptions are
pretty self-explanatory, so thatpeople know what they are going
to get.
You also want to make sure thatyour product descriptions work
for SEO.
This is a great time to betweaking your site for SEO.
Write some blog posts.
(05:42):
I've talked about that inprevious episodes.
You haven't done that already.
Now's a good time to write afew blog posts to help you with
search engine traffic, which, ifyou have your own website, is
what you really need.
You don't have the benefit of amarketplace like Etsy or eBay
that delivers the traffic to you.
(06:02):
Etsy has its own SEO, so withyour Etsy product descriptions,
you want to make sure that youare using words that people are
going to be searching for, bothyour product titles and your
product descriptions.
With those things, you alsowant to make it so that a human
can read it and understandwhat's going on.
So that's where the balance,the very delicate dance with SEO
(06:23):
is, is that you want to use thewords and phrases that are
going to get you found, but youalso need to make sure that a
human can read it and understandwhat you're talking about, and
so it makes sense, and so it'sinviting to them Very tricky
balance to achieve.
The more you do it, the easierit gets Some of the what's the
(06:45):
word I'm looking for.
Some of the platforms out therewill also have their own AI
tools now to help you withdescriptions.
Again, use that as a startingpoint.
You want to make sure that itstill sounds like a human wrote
it, and I think this is reallyimportant this year is to make
sure that our websites and ourEtsy shops and anything else
(07:08):
where we are marketing ourselvessounds like we're a human.
People are starting tounderstand what AI is now.
They are also starting torealize that there's a lot of
product out there that isactually manufactured and isn't
handmade, and they're lookingfor handmade.
They're looking for art createdby a human being, and that is
(07:29):
us.
So it's really on us to makesure that on our websites and
our Etsy shops and all thoseplaces where we sell, that we
really emphasize that we are thehuman behind the work.
We are the person who drew theimage.
We are the person who crochetedthe cute little item.
We are the person who solderedthe jewelry.
We want them to know that itwas our hands that made this
(07:52):
item, or our knowledge thatcreated the digital product that
we're selling, and so on ourwebsites.
Make sure that you tell thatstory.
When someone lands on your site, make sure that they know who
you are, who the artist is, whothe creator is.
Tell them a little bit aboutyour process.
Shoot some videos of you makingthe thing and display that on
(08:15):
your website.
Display that in your Etsylistings.
There's all kinds of statsabout how Etsy listings with
video get seen more in Etsysearch.
So you know, put a quick videoclip in.
It doesn't have to be a videoof the product.
It can be a video of you makingthe product or designing the
product, whatever the case maybe.
(08:35):
So really work on yourstorytelling aspect on your
website.
You also just want to make surethat your site is easy to
navigate.
Etsy does a pretty good.
Etsy does a job at this.
As a shopper on Etsy, I oftenfind it very difficult to find
what I'm looking for, but thatis not something that we, as
(08:55):
sellers, have a lot of controlover.
That is an Etsy situation.
But on your own website you dohave a lot of control over the
shopping experience.
So make sure that your site iseasy to navigate, make sure that
it is loading properly.
Test it out on multiplebrowsers on multiple devices.
So the big three are Chrome,firefox and Safari.
(09:18):
Make sure that your siterenders well on each of those on
desktop, on laptop, on mobileand on a tablet.
I have a tablet over here thatI'm pointing to because it can
look great on one, but then whenyou look at it on another, it
could look really terrible.
Make sure that it's loadingquickly and make sure it's easy
(09:39):
to navigate.
We can become kind of blind tothe navigation when we are on
our own site over and over againevery day.
So now is a great time to havea few friends.
Ask them if they can take alook at it, ask them to give you
any feedback or if there wasany place where they couldn't
quite figure out how to get towhere they wanted to go.
Make sure that your shippingdeadlines and your shipping
(10:01):
information are on your site andthat it's very easy for people
to find them.
This is one of the things Istruggle with a lot, being in
Canada and I know most of youwho listen are Canadian is when
I'm on a website I fall in lovewith something and then I can't
figure out if they ship toCanada.
I can't figure out if they'rein the US or if they're overseas
(10:22):
, and so you want to make itvery clear where you're located,
where you're shipping from andwhat your shipping policies are
and what your shipping deadlinesfor the holiday season are.
And if you have a free shippingthreshold, make sure you
mention that as well.
If you're on Etsy, make surethat you talk about your
shipping in all of your listings, so it's very clear.
We all know people have a hardtime reading, but you want to
(10:46):
make sure it's there as much tocover yourself as to inform your
potential customer.
Again, etsy does not make iteasy for people, particularly on
mobile, to view an itemdescription, but you want to
make sure that you have it there.
Anywhere and anywhere else youcan reiterate your shipping
policies on your Etsy shop.
Make sure that you do that.
(11:08):
You have the announcementsection at the top of your shop
where you can put your shippingdeadlines for the holidays.
There's also different fieldsyou can fill in for your shop,
and that's another thing.
If you're on Etsy, make sureyou're filling in all the shop
information.
That is really important and ithelps you get seen in Etsy
(11:28):
search better.
So you want to make sure you'vegot your shop policies filled
in.
You've got your shippingdeadlines and shipping policies
filled in.
You make it clear who uh allthe things that you need to have
like in terms of who isinvolved in your shop.
So if you have people helpingyou, uh, you are supposed to be
listing those people.
Now, if you have, if you haveproducts that are made by a
(11:51):
manufacturing partner, you aresupposed to be listing that as
well.
So you don't have to specifywho the partner is, or actually,
I believe you do have tospecify who the partner is.
I know I used two productionpartners for printing my
notebooks and notepads and I hadto list their names, but you
(12:12):
can hide the name.
So you know you have a choicethere where you can actually
show who your manufacturingpartner is or you can hide it,
but you do have to let it, youknow.
So those are a few things thatyou want to make sure that
you're doing so that when peopleland on your website, they are
having a great shoppingexperience.
You want to make it easy forthem to find what they're
(12:34):
looking for and to buy.
If you have time, there are afew other things that you can do
, particularly on your ownwebsite.
These are a little harder to doon third-party platform sites
like marketplaces such as Etsy,but on your own website, what
can you do to help increase thevalue of the sale?
(12:57):
So could you put in a pluginthat shows them some suggested
items, like if you're buyingthis, you might also like this?
If you have something in aparticular pattern and the
person is buying, let's say, thescrunchie, but you also sell a
makeup bag with that fabricpattern, when they go put the
scrunchie in their cart, isthere anything that pops up and
(13:20):
says you might also like thismatching makeup bag, or
something along those lines?
So anything you can do to kindof make the experience better
but also increase the sale.
Those are the two things youwant to be looking at now, and
this is the time of year to doit.
You want to make sure all thatstuff is working before people
(13:41):
start really shopping in earnest.
And if you're on Etsy, I wouldeven say work on your Etsy
listings first, because peopleare already shopping for
Christmas and the holiday seasonon Etsy.
They're already searching,they're already starting to look
.
So I would probably start withEtsy first and then I would make
sure my own website is up tosnuff as well.
(14:04):
So that's it for week 12 andtask number 12 of prep for the
holidays.
And, as always, if you enjoyedthis, if you're watching on
YouTube, please give us a thumbsup or subscribe if you haven't
already.
And if you are listening onyour favorite podcast platform,
I would love it if you woulddrop us a review.
You can leave reviews on Applepodcasts and on Spotify now.
(14:27):
It would help so much.
It gets us in front of morepeople and I think this series
has been pretty valuable thisseason.
I've had some good feedbackfrom it and I've really enjoyed
putting it together.
We're not done yet.
We still have more things to do, so I will be back next week
with task number 13.
That's it for now.
See y'all soon.
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