Advice for artists, artisans, authors, and other creators

  • I’m an Etsy Entrepreneur. Do I Need My Own Website?

    I’m an Etsy Entrepreneur. Do I Need My Own Website?

    Explore the pros and cons of managing your own sales site

    Even though I’m a web developer, I didn’t plan to start a new site for my Etsy business. I figured, why bother dealing with all that when I could just rely on my Etsy storefront? After all, no matter how well-optimized my own site was, it would never draw the buyers that Etsy does. It seemed like a waste.

    Soon enough, however, I realized it was probably a bigger waste not to have my own online base of operations. Let me explain why.

    What a website offers you as a maker and seller

    There are three main reasons to have a website dedicated to your crafts, services, or intellectual products. Those are…

    • Better branding — You can create a much stronger brand identity with a website than you could with a shop banner.
    • Smoother sales — If something goes wrong with a third-party sales platform, you don’t need to lose all of your income.
    • Easier access to/from buyers — Stay in touch with your clients no matter what happens on your preferred sales platform.

    But are those advantages worth starting an entire website? Let’s get into the good and the bad of sales site management to find out.

    Pros and cons of starting a craft business website

    Below are the more universal benefits and disadvantages of having your own storefront instead of relying only on one of the major sales platforms. If you’re interested in seeing an industry-specific list, just let me know! I’ll be glad to go into more detail in a future post.

    Pros:

    Better branding | Beyond a header image, you don’t have much say in how your Etsy storefront is presented. That’s an advantage in that it offers users a simpler experience. But it’s a disadvantage when it comes to brand recognition. With your own custom website, however, you can create a comprehensive look on every page.

    Unicorn Eclipse is a great example of how to do this right. Everything, from the site’s colors and fonts to the layout and image borders is customized to reflect the creators’ products. This small business also has an Etsy shop, but when it comes to what will stick in a buyer’s memory, there’s no comparison.

    A backup storefront | Back in 2024, Mattel claimed IP infringement on Etsy sellers for using the name “Barbie” in their listing names. This resulted in listings being removed and, allegedly, entire Etsy stores being shut down (something that happens when a shop has multiple violations). Then, in 2025, the company began leveling copyright strikes against doll pattern designers for using their dolls as models for doll clothes, citing the fact that American Girl Doll face molds are under their copyright, so even displaying an image of the doll’s face was a copyright violation.

    The point is that even if you believe you’re doing everything by the book, you could still lose your shop overnight. But as long as you have your own website with an open and established shop, you can transition seamlessly to selling exclusively through your site if the need arises. And if you have a mailing list (which you can share with buyers in every pattern download or physical sale), you can reach out to clients immediately to let them know what’s happened.

    Regular clientèle | It isn’t easy to do, but you can foster a loyal fanbase through your own website. When a seller on Etsy has their own site, I’m more likely to buy from them again (especially if they offer me a coupon code I can only use on their own site). Building a relationship with your buyers through email updates, behind-the-scenes previews, and exclusive offers is how you turn a one-time customer into a long-term fan.

    Of course, that comes with certain disadvantages as well…

    Cons:

    More responsibility | You’ll have to make decisions about where to find web hosting, what shopping cart or sales service to use, and how and where to register your domain. And depending on what type of e-commerce you chose, you might have to manage your inventory manually. You also won’t have the buffer of Etsy’s policies if something goes wrong.

    Additional time | Even if you leave all the designing and coding up to someone else (hey, who dropped this plug?), starting up a website is still going to take some time and energy. It’ll be like managing a shop on another sales platform.

    Extra expenses | Even just a few extra dollars a month adds up. Beyond that, introductory rates on web hosting and domain name registration tend to go up each year. This is why I didn’t list “no seller’s fees” in the pros section—financially, it generally evens out.

    Which is right for you?

    If your Etsy business is a side hustle you only plan to do for a limited time, it’s probably not worthwhile to set up your own website. But if you’re trying to establish yourself as a name in your industry or plan to keep your business going for years, you definitely don’t want to pin your success on a single site that you don’t control.

    Of course, if your heart is set on starting your own website, consider opting for a free site that’s a base for your brand, but not for e-commerce. You can post blogs and foster brand loyalty with behind-the-scenes looks, but leave all the sales to Etsy. Personally, I’d use a newsletter for this—either with a dedicated mailing list service or something like Substack. A free blog that links to your shop could also be a great tool.

    Are you an Etsy entrepreneur, or thinking about becoming one? What are your goals for your online web presence? Let me know in the comments below!

    The feature image for this post was taken by Deborah Hudson.

    This post was written by a human for We Are Seven without any input from generative AI.

    We Are Seven

  • How to Draw Fans to Your Art Site

    How to Draw Fans to Your Art Site

    Keeping followers engaged beyond social media

    Your Instagram is probably amazing. But your website should be the hub that your fans keep returning to. While social media is vital in today’s world, depending on it for engagement is risky. You’re at the mercy of each platform’s creators (or, more likely, bots that can ban without providing cause, warning, or recourse). Algorithms change overnight, potentially cutting off your revenue before you know what’s happening. In this environment, you need a direct line of communication with your fans, completely independent of social media.

    But how can an individual or small business compete with the likes of Meta and TikTok? Believe it or not, it’s not too difficult.

    Social media is not your enemy

    When discussing competition in marketing, one of the most important questions to consider is “Who are our competitors?” For example, Trader Joe’s and Wal-Mart are not direct competitors, even though they’re both grocery chains. That’s because, in spite of offering similar products, they’re marketing to completely different clientèle. Trader Joe’s focuses their advertising on middle to upper class consumers, while Wal-Mart directs their ads to shoppers from the lower and lower-middle class. Likewise, even though both Sushi Kashiba and RockCreek Seafood & Spirits price their meals similarly, they offer vastly different dining experiences. That means they tailor their marketing to appeal to different tastes.

    The point I’m getting at is that the best way to ‘compete’ with major social media platforms is to not compete at all.

    Your art site should be in an entirely different category than Instagram, TikTok, X, Facebook, or any of the others. When it comes to user experience (UX), it’s in a league of its own.

    Creating a UX that art aficionados will love

    Most social media platforms offer a streamlined experience to their users. Algorithms tailor their home feeds so that users find more or less what they expect. The experience is low-energy and fleeting. It’s like stopping at a convenience store for a quick hot dog.

    Your personal art site, on the other hand, should be more like a fine dining experience. You’ll want to give users…

    An interactive experience

    Give your fans a way to interact with you, your artwork, or other fans. This can be something as simple as having a blog that allows comments, or something as sophisticated as clickable, animated artwork. Simon Freund offers interactive art like mit oder ohne.

    Several different things to do

    You don’t want your art site to be only a portfolio or shop. Ideally, your website should include your artwork, products for sale, a guide to your creative process, information about upcoming events, and a way for fans to get to know you personally. When your fans know they can expect updates on any of the above, they’ll return.

    Something new each month

    This doesn’t have to be a new piece of art. It could be a blog, product drop, or site update. Your fans likely won’t have time to stop back every day, or even every week. But they’ll be glad to see a notification or email from you about once a month. And you’ll benefit from keeping your art on their radar.

    Even if your artwork isn’t interactive, the internet is. By designing your website with your fans in mind, you can create an artistic oasis in the midst of a chaotic social media landscape.

    Remember to infuse your website with your own creativity

    Above all, your fans want to see your own unique style. The moment someone visits Teagan White’s website, they know exactly what type of art she creates, even before clicking over to her portfolio. That’s the kind of immersive design your followers will love. If you want to stand out, work with a custom website designer to bring your art to the screen.

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    Is that really enough to keep an audience engaged?

    The reason social media requires such high output is twofold:

    1. the algorithm rewards it by prioritizing creators who post multiple times per day
    2. most of your audience will miss most of your posts, so you have to throw as much at them as possible

    Those issues don’t apply with your own website. Yes, you’ll need to consider SEO to reach people in the first place, but these features are what will keep them coming back.

    Remember, you’re not competing for your fans’ attention every day. Your audience doesn’t have that much energy to devote to your work, and frankly you can’t put out that volume of work. Think of this more as an adult friendship; you like each other enough to check in and offer support, but you don’t have time to spend every lunch break together.

    Who are you going to happier to hear from—the spammer blowing up your phone with skits, ads, and overblown gossip three times a day, seven days a week, or your artsy friend who sends you a thoughtful email update once a month?

    If you’re looking for a custom website designer to help you bring your ideas to life, contact We Are Seven today. You can also subscribe to our newsletter for more advice just like this.

    This blog was written by a human for We Are Seven. For permissions or questions, please contact us.

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  • Should You Monetize Your Blog?

    Should You Monetize Your Blog?

    Pros, cons, and tips about monetizing your creator blog

    Typically, I advise my clients to maintain a blog because it’s good for SEO and, as a result, site traffic. But once your blog starts to bring in a predictable view count, you might wonder about monetizing. Monetizing a blog refers to anything that can lead to indirect, passive income, which includes directing your readers to your own products. But it also means selling ad space and using affiliate marketing.

    In this blog, I’m going to talk about the pros and cons of monetizing your blog as an author, artist, crafter, or other creator. I’ll also go over a few suggestions for getting started and maintaining an ethically monetized blog.

    Why monetize?

    The obvious reason to monetize your blog is to increase your income. Selling items from your online store might be your main goal in starting a website, but it’s not the only way your web presence can earn you money. Once you’ve established yourself in a given field, you can use your skills as a creator to bring in some passive income.

    My clients are authors, artists, crafters, and other creatives. Their reason for starting a website is usually to sell their creative work. So it’s not always intuitive to start thinking about affiliate marketing for a secondary project like a blog. There’s an impulse to say, “I’m an author, not an influencer. Why would I start shilling just to earn a few bucks?”

    I understand the fear of selling out. It was something I seriously considered when deciding whether or not to monetize this blog. What persuaded me was realizing that if I was going to recommend web builders to some of my readers (rather than insisting that my custom design services were the only way to go), there was no reason I shouldn’t vet and recommend a specific builder and get compensated for that. Many of the free image providers I use for my designs are affiliates for iStock—why shouldn’t I do the same thing?

    Why wouldn’t you monetize?

    Earning passive income seems like a simple and straightforward way to earn some extra cash. After all, no one wants to be a starving artist. But there are a few potential downsides to consider before you dive in.

    For starters, no one likes seeing ads. If you sell ad space, you run the risk of making your blog an unpleasant reading experience. There are ways around this, of course (I’ll talk about that in the next section), but even the most artful and low-bandwidth ads will change the feel of your site.

    As to affiliate marketing, I think this is far more tolerable on a blog than, say, a YouTube channel. For one thing, it’s easy to scroll right past a link or skim over a few sales-y sentences. That’s a big difference from having your video interrupted with a two minute ad. However, some of the problems with affiliate marketing show up no matter the medium.

    How many times have you seen a new company suddenly being advertised everywhere, only for it to seemingly disappear overnight? I can’t tell you how many times a channel I subscribe to has started a video with a mini apology for previously working with a sponsor that turned out to be shady at best, and scammy at worst. Remember when BetterHelp seemed to tank overnight once its poor business practices were revealed?

    Then there’s the issue of promoting a product or company just for the money. I don’t know about you, but I’m not convinced that Raycons offer anything different than your average mid-cost earbud. Would any of these influencers try to sell me on them if they didn’t get a commission?

    Personally, I don’t hold it against anyone who takes a sponsorship for a product they secretly dislike, but it’s not something I’d want to do. It just feels weird.

    Considering how opaque some companies are about their practices and how hard you’ve worked to earn your audience’s trust, monetizing might not seem worth the risk. And that’s fine. Your blog is still (hopefully) bringing new people to your site and improving your overall rankings, so it’s doing its job.

    Having said that, if you are interested in monetizing, there are ways to do so without feeling guilty.

    How to monetize your blog responsibly

    If you’ve decided to monetize, here are a few suggestions to help that shift go smoothly.

    1. Only take ads that meet your screening criteria.

    You can avoid obnoxious designs and dubious products, keeping your blog pleasant. This is more time-consuming than simply putting ad code on your website, and it may be difficult to find companies interested in working with you if your blog is still small. On the other hand, it’s a great way to promote other businesses within your niche.

    2. Make sure you are extremely transparent about everything.

    This isn’t just for your own peace of mind—it’s almost always a legal requirement. You’ll generally need to have a notice in the blog post itself stating that it contains affiliate links, and you’ll likely need to have a linked page explaining the affiliate relationship in detail. The information you’ll need to include will vary from one company to the next, so make sure you read the fine print carefully.

    3. Be circumspect with your affiliates.

    While there is no ethical consumption (and very little ethical employment) under capitalism, we must all strive to be as close to ethical as possible. Avoid businesses that are openly horrible (I am no longer an Amazon affiliate), and try to choose products that seem like they would be genuinely helpful to your readers. For instance, I’m glad to offer affiliate links for website builders, because I really do believe they’re a great option for people who are just starting out.

    I’m also an affiliate for products that I use myself. My rule of thumb is this: If I would recommend something to a friend I know in real life, then I can sleep easy recommending it to my readers. (In case you were wondering, SkullCandy is my preferred low-cost earbud. Sadly, this is not sponsored by SkullCandy.)

    So, should you monetize your blog? If you can do so in a way that doesn’t compromise the function and design of your website and won’t make your conscience prick you, I say go ahead. Just be sure to do your due diligence by looking up reviews of any affiliate program you’re interested and and make sure you’ve read and understood all the terms of service (boring, I know) before you sign up.

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    Are you still deciding on whether or not to monetize? Are you already earning money through ad space or affiliate links? Share your experience in the comments below!

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  • Authors: When Should You Choose a Web Builder?

    Authors: When Should You Choose a Web Builder?

    Sometimes it’s best to start with a low-cost author website

    As someone who earns their bread and butter designing custom, hand-coded websites, you’d think I’d tell authors they should avoid generic websites at all costs. But I don’t. In fact, during every consultation, I make sure the author I’m working with is certain that a custom website is in their best interest. Because the truth is that there are times when a basic web builder is really all you need.

    In this blog, I’m going to go over a few of the talking points I use in my consultations to help you decide if a custom-designed website is right for your author page. Let’s start with a few basic questions.

    How many books do you currently have?

    If you’re in the processing of publishing your one and only book, the expense of a custom author website might not be financially feasible. You might be better off with a low cost or free site while you’re just getting started. Then, once the sales to come in and your bibliography expands, you can invest in a high-end website.

    On the other side of things, if you have a large social media presence and hope to start off with a good number of sales, you’ll probably want a professionally built website as a resource for your fans, even if your current publication count is zero.

    Do you want a multi-purpose site?

    The ideal author website should serve several purposes. It should be a hub for your fans, a place where you can share your thoughts via a blog, post updates and press releases about your publications, and sell your books. This makes a website a worthwhile investment of your time and money.

    If all you’re really looking for is a place to put your blog, you might be better off with a free blogging platform, like WordPress, or a newsletter service, such as Substack. You can always integrate that into a professional website later on.

    Are you going to sell books on your site?

    Selling signed copies of your books directly from your own site is a great way to increase your profit margins. However, free website builders don’t always offer e-commerce options. If the main reason you want an author website is to sell signed copies and special editions, you’ll probably need to purchase a paid version of your free hosting plan. At that price point, it might be worth considering a custom-built website.

    The bottom line is, it all depends.

    Seeing “Website by [Free Hosting Provider]!” on every page may not give off high-end vibes, but that doesn’t mean it’s a bad place to start. If your needs are few and your budget is limited, beginning with a basic web builder and a free hosting plan could be the best way to build your online brand.

    Your own, custom author website is an excellent resource if you can afford it, but if you’re waiting to make your first sale, it’s fine to hold off for a while. What I strongly recommend, however, is snapping up your domain name. Many free and low-cost site builders will allow you to use your own URL, but even if they don’t, it’s worth $7-20 per year to hold your spot.

    When you’re ready to upgrade to a custom-built website, the right designer will be ready, too.

    Request a Consultation

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  • What to Include in Your Author Website

    What to Include in Your Author Website

    9 things to remember when launching an online platform

    Are you ready to put your book and brand on the internet? Congratulations on taking this step in your journey as an author. As a web designer who works specifically with authors and other creators, I’ve got a list of nine things you website should include.

    Here’s what to expect:

    • I’ll start with the very basics. It’s easy to overlook the ubiquitous.
    • Then I’ll get into ideas you may not have considered.These are probably what you came to this post for.
    • Finally, I’ll list optional items that can boost your chances for success. They might not work for every author, but you ought to give them a glance.

    And, by the way, if you find this helpful, you can sign up for our mailing list to get more tips delivered to your inbox!

    The 3 Must-Haves

    1. Your name

    It sounds like a no-brainer, but you’d be surprised how hard it is for some writers to prioritize their name above their work. As an author, your name is your brand, so you need that to be front and center. Your logo should be your name, and that logo should be clearly visible on every page and every device.

    2. Your books

    Specifically, you want one book prominently displayed on the home page. This can be your most recent publication, your best-selling work, or even something that you feel deserves more attention than it’s gotten so far. You should have clear links to all of your books, but remember that a good sales funnel offers a through-line to the buy page, not a bunch of distractions.

    3. An email list sign-up

    One of the top advantages of having your own author site (as opposed to just an Amazon sales page) is the ability to interact with your fans directly. Don’t overlook this opportunity to add as many fans as you can to your mailing list. These are the people who are going to pre-order your upcoming books and leave you reviews when you ask. Your email list signup needs to be a focal point of the home page and present on every other page.

    3 Things You May Have Overlooked

    4. An “about the author” page

    I know that even amazing authors hate writing their own “about” pages, but it’s vital you have one. You know how more and more people are setting up drop-shipping sites that run on auto-pilot, making it hard to figure out which online sellers are the real deal? The same is starting to happen with bloggers and, sadly, authors. Now that LLMs can churn out more or less convincing novels (and they’re only going to get harder to discern), you need to set yourself apart as a real person.

    Of course, an LLM can pop out an About page even more quickly than a novel. But this isn’t about one-upping the LLM. The point of your About page is to offer your readers a genuine connection. Your readers want to know you. They want to get a glimpse of the person behind the pen. Give them a reason to believe that you write because it matters to you.

    I plan to post a blog about writing an author about page soon, so subscribe using the sign-up form below to be notified when it’s published!

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    5. Something free and valuable

    This can be a freebie they’ll get for signing up to your mailing list, information about the genre you write in, or a coupon code for your books or merchandise. Reward people for stopping by your site and you’ll encourage them to return.

    6. A way to contact you directly

    If you’re an indie author with no staff, you might not want to share your email with the world. But your fans still need a way to ask you questions and leave comments. If you have a blog, you can do that via comments. You can also link to your social media platforms (though you should share those no matter what). I typically recommend a form that visitors can submit via the site. The contents will go to your email without revealing it to the sender.

    3 Ways to Give Your Site that Je Ne Sais Quoi

    7. A design that speaks to your genre

    To really take your author website to the next level, leave the ‘white site’ template behind. Yes, there is a reason that a sleek, minimalist, white look is so popular—it’s easy on the eyes and the mind. But it’s also forgettable. It should be clear from the moment someone lands on your homepage what kind of books you create. To give your author website a little extra staying power in your readers’ minds, make sure you have a custom designed site (or, at the very least, a color scheme) that reflects your genre and/or intended audience.

    To give your author website a little extra staying power in your readers’ minds, make sure you have a custom designed site (or, at the very least, a color scheme) that reflects your genre and/or intended audience.

    8. Exclusive insights

    Give your visitors a behind-the-scenes look that they can’t get anywhere else—not on Patreon, not in your interviews, not anywhere but your domain. This doesn’t have to be anything major or time-consuming. For example, Brandon Sanderson has a progress meter on his home page where fans can see exactly where he’s at on projects they’re interested in. You could offer a fanart gallery, where your readers can see what others in the community are creating. By making your author site the exclusive source, you make that the place where returning readers will seek you out.

    9. Easter eggs

    In the late 90s and early 00s, website designers were really flexing their skills. Small animations and image maps meant that viewers could interact with parts of the page that seemed inert and, occasionally, be reward with a surprise. It made being on the website an experience in itself rather than just a way to get information. If you want visitors to see your website as comparable—or preferable—to social media platforms, this is how to do it. Make your website a welcoming, rewarding place on the internet.

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    Those are my top nine tips for creating an author websites that goes far beyond just checking all the necessary boxes. I encourage you to browse my other blogs for more information on creating a successful site, either on your own or with a designer.

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