Learn new ways to work the Web: the Internet has not, as some predicted, done away with traditional commerce. Instead, it has evolved into a versatile communication tool that puts a business at its customers' fingertips

Art Business News, Nov, 2001 by Tricia Bisoux

"We put it on our business cards and letterhead," said Markham. "We let all of our customers who come into the store know that they can call us or access our Web site for information."

In addition, a well-designed Web site can be used to provide "value-added" services to clients, giving them more reason to work with your business.

Metropolitan Picture Framing, for example, uses its site to promote the exhibitions of its gallery and artist clients. "We send e-mails to all of our customers in that state to inform of them of an upcoming exhibit, and advertise all the exhibits on the site," said Desnick. "It's not only added PR for our customers; it also invites people to see our framing products in context."

"People often view the Web as isolated," she added. "But it's not an isolated thing. It's part of a marketing plan--you have business cards, newspapers, magazines and the Web."

* The Web is not static. Where many Web sites go wrong is in their content, said Cohen of ImageWorks. Not only must a site be updated regularly, but it also must provide information that customers believe is useful, such as tips, event schedules, product information, artist bios and links to other art-related sites.

"Often what a business owner chooses to show is not what customers want to see," Cohen explained. "Customers want information, they want to become educated, and where it makes sense, they will buy products online from businesses they know."

* A Web site is not an "all-at-once" proposition. It takes time to build a following. "We are still not getting the response we would like to get from our site, but it is getting better all the time," said Sharon Saville, who owns Mission Trace Framing & Gallery in Lakewood, Colo., with Karen Irving. Their site, www.missiontrace.com. has been online for two years, and offers not only samples of framed artwork, but also a coupon and framing estimates.

"We seem to get more response from the younger generation," she continued. "We also get customers from the downtown Denver area; they are willing to drive more than 20 miles to our store just for the coupon value."

For Desnick and Markham, who have been online for three and six years respectively, their sites have evolved with the Internet itself. Only through trial and error did they learn what worked and what didn't.

"It doesn't necessarily bring in huge returns right away," said Markham. "There are downsides: It is a business in itself to maintain it--to keep up with changing products and prices. It has taken years of changing to make it what we wanted."

But, the upside to Web marketing makes a site indispensable, Markham asserted. "I can't imagine why anyone would be in business without a Web site. It's relatively inexpensive, and it gives customers constant access to you."

Said Desnick, "It lets people see who you are, what you do and whether you do it right. It lets them see how you fit in the marketplace."

Web Sites That Work

Web sites do not need "bells and whistles," said Jeffrey Cohen, owner of the Web design and hosting company ImageWorks (www.imagesites.com). Most Internet users simply want information and an easy way to get in touch with you. To make a site effective: