Believe me when I say I knew absolutely nothing about building a website when I started my sustainable bed linen brand, Calvi.Co in 2021. Since then, I have learnt (largely by trial and error) a few of the keys to creating a website that converts. Read on for my top tips!
Choose a good web-hosting platform and play around with it before you go live
There are so many options when it comes to creating online stores but most people land on Shopify or Squarespace. I had a good look at both before I started my business and spent a fair amount of time working out which suited me best, from ease of use to visual appeal. Most services offer a free trial period so make the most of that and get familiar with your options – it’s not easy to switch once you start selling your products or services.
Photography is everything – don’t rush it
When you’re starting out, it can be hard to know what to prioritise, particularly when you’ve chosen to do all the heavy lifting yourself. It’s important to think about what resonates with your customers. The e-commerce space is COMPETITIVE so you don’t have long to convince visitors to your website that they should stay. You need to include beautiful and relevant imagery or you will lose potential purchasers and you may not get a second chance. If you can’t take gorgeous product and lifestyle images yourself there are lots of options available to you. I had the skills and capacity to shoot my own product photos but decided to lean on influencers for diverse lifestyle imagery. Alternatively, if your budget permits, you can outsource photography to someone who really knows what they are doing.
Clear and concise menus
A gorgeous website is great but if people can’t find what they are looking for, trust me- they will go elsewhere. Calvi.Co competes with some huge businesses and I have no doubt that those businesses have whole teams working on making sure their websites are functional and user-friendly. When I first started out I knew I had to make my website easy-to-use so I had a very simple menu that allowed customers to find what they were looking for. Don’t over complicate things. Group products into categories and don’t use weird, industry-specific terminology (unless you know your ideal customer will understand what you’re talking about).
Tap into your ideal client
My ideal client was ME, or rather people just like me. Think about the type of people who are going to consume your content and make sure it is tailored for them. When I visit an online store I look for great imagery, clear messaging and an easy, hassle-free purchasing experience so I made sure my website has all those things. For example, I crunched the numbers to make sure I could offer free shipping Australia-wide because there is nothing I hate more than getting through the checkout process only to find that it is going to cost twice my order value just to actually get the product I’m after to my home. If you are not your ideal client, ask someone who is! Perhaps you could poll your Instagram following or ask a few of your friends and family members – just make sure they are the honest type who will give you constructive criticism.
~Business Game Changer Special Promotion~
Don’t forget to let your personality shine
People love supporting small businesses but you have to let them know who you are, what you stand for and why they should choose you unless of course you are in a niche with very little competition. I make sure everything from my product descriptions to my calls to action are fun and catchy. I don’t want to be just like everyone else so I try my hardest to let my personality shine through at every opportunity. The most liberating part of owning your own business is being able to be who you are so don’t get caught up in a copycat mentality because your customers will see right through that. Have fun with it!
Building a business from scratch is a lot of fun so enjoy the process. And if you need any further tips (or perhaps some new bed linen so you can comfortably create your dream business from bed like I did) don’t hesitate to get in touch via www.calvico.com.au.
By Kate Taylor
About the author:
Kate Taylor is the owner and founder of Calvi.Co, an online destination for luxurious and sustainable bed linen crafted from 100% pure hemp. She created her business from scratch in 2021 when she was awaiting the arrival of her second child, after many months of covid lockdown in Melbourne and having recently discovered the benefits of hemp as a textile fibre. Head to Kate’s website to view her dreamy range of bedding.
