Thinking about making the switch from Etsy to your own website? Whether it’s because you feel ready for something a bit more profesh, or you’re just not happy with being part of that marketplace anymore, I get you.
What I also understand is just how daunting the idea of creating a website is.
Naturally, it hasn’t been a problem for me. If you know my story, you know I have all the patience in the world when it comes to tech. And so, I feel called to help people who don’t enjoy it.
But if all you want to do is make your thing, sell it, and not have to deal with computers… Well, that’s valid!
Since I’ve been building websites for businesses since 2011, I’ve seen a thing or two. 😉 So let me give you, plainly and straightly, what I’d prepare if I was making the switch.
First, feel ready
Do you really want to do this?
It’s okay to feel unsure about switching from Etsy to the unknowns of a standalone website.
But I don’t want you to do this out of pressure or panic.
The best possible scenario: You have a product that you know people will buy, and you have considered your marketing strategy.
The worst possible scenario: Your product isn’t selling as much as you’d like, and you wanna sink a lot of money and/or time in as a Hail Mary effort.
Now, if you are feeling ready, you might be asking yourself, “Which platform should I choose?” Let’s talk about that next.
Shopify, WordPress, or… Something else?
When deciding which platform to use, here are some questions to reflect on:
- Will this be easy for me to create on, and to update and maintain?
- Am I comfortable building and maintaining myself, or can I afford to hire help?
- Will this platform support my needs, in terms of being able to browse, buy, and check out?
- Can my customers find me online?
If this is a business you intend to maintain over the long haul, then I don’t want to see you stuck with a platform you hate!
Myth busting: One platform is not necessarily better for SEO (getting found on Google)
I can’t tell you why this is, but there is some myths circulating around that say things like:
- “WordPress is better for SEO.”
- “[insert host here] will guarantee more website traffic because [insert techy mumbo jumbo here]”
Fact: None of that matters.
The reason for low traffic will never be because you didn’t choose [insert host or platform here].
Low traffic usually happens for these reasons — and each will have a different method to fix:
- You haven’t worked on brand awareness.
- Google and other search engines don’t know your site exists.
- No other marketing strategy.
I could talk about those problems (and their solutions) more in depth, but that’s a topic for another day! Next, let’s talk about another bare essential: communication!
Emails and notifications
Emails like “order shipped” are a given when shopping online. Your website and domain settings need to be configured to send these.
When you make the switch from Etsy to your own website, you will be responsible for making sure your communication works.
When you use Etsy, eBay, or a marketplace platform, their system is typically responsible for email messages like, “order confirmed” or “order shipped.”
When you have your own website, there may be some email-related technical finessing to do. This is to ensure your important emails land in your customers’ inboxes, not their junk folder. (Or worse, not at all!)
Content and resources you need for your website
Once you start building your website, you may also start to think of what content to fill it with.
And it’s very common to overthink this!
Let me make it simple for you: You need enough content and information to make your customer feel safe buying from you.
This can look like:
- High quality photos.
- Titles and descriptions that clearly explain what your products are.
- An about us page or blurb, so we can know you’re a real person/people.
- Testimonials or reviews.
But it can also include “fine print” like:
- Shipping, refund, and returns policies.
- Payment options you accept.
- Your privacy policy.
If possible, and you have the funds, I would encourage getting a legal professional to write these pages for you.
Content you don’t need (not right away, anyway)
I understand the eagerness in getting things right, so your launch can make a big impact!
But the launch isn’t the only time new customers visit your website. It’s not chiseled in stone.
So if you ever find yourself pre-launch asking: “Do I or don’t I add…” don’t fret! You can always test or refine new things later.
Here are some things that can wait:
- Professional videos.
- A blog.
- Courses, resources, freebies. (If they make sense for your type of business.)
- Customer rewards, an affiliate system, other bells and whistles…
Right-o! With content sorted, let’s lastly talk about getting people to visit.
Your marketing plan for your new website
With marketplace platforms like Etsy, being discovered is technically a given.
On your own, it’s a bit of a different story.
Myth: If you build it… they will come!
Unfortunately, the act of purchasing your domain and hitting “publish” on your new website won’t automatically cause a rush of new customers to flood in.
It’s up to you to bring people in.
Here are some possible avenues:
- An email newsletter.
- Social media.
- SEO.
- Going to in-person markets.
Out of the online channels, I don’t believe there’s one that magically works better than the other. Asking which is the best for you is like asking which musical instrument you should learn to make good music: It comes down to which you’re best at, how you define good music, and the time you spend practicing!
In other words, the effectiveness of a platform is not inherent to the platform itself, it’s in how you use it.
I’d love to tell you more, but I think explaining how to master SEO or social media marketing are their own kettles of fish!
Summary
To wrap up, here’s what I’ve talked about in this article:
- Why you should ask yourself if you’re ready.
- How to choose your website platform.
- Why email matters.
- What content you need to prepare. (And what can wait.)
- And lastly, a note about marketing and getting people to visit.
If you found this article helpful, it would mean the world if you could share it with a friend.
Happy website building!
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