This is one of the most common questions I hear from clients, frustrated at the lack of business their website brings them.
Often, there isn’t much wrong with the site iteslf — it’s professionally designed, and the portfolio is full of gorgeous work. But it just sits there, in an obscure corner of the Internet, being quietly ignored.Taking a website from zero to a few hundred or even a few thousand visitors a month is not easy, but it’s eminently doable — as long as you recognize a harsh truth about the Internet:
The online world is an attention economy. Attention is finite, and therefore scarce. So if you want people to pay attention to you, you need to earn it.
You can’t expect your work to speak for itself. Most of the time, it won’t. You need to accept that marketing is part of your job, just as much as making.
But the game changes when you start applying your creativity to your marketing — it becomes more fun as well as more effective. Here are four ways to use your creativity to attract the right kind of visitors to your website.1. Create an amazing blog.
Note the word ‘amazing’. I’m not talking about a blog you only update when you’ve got a new client or exhibition, or something new to sell. I’m not talking about a personal diary where you to post your musings on art, life, and the universe. I mean the kind of blog that grabs people’s attention by delivering outstandingly valuable, useful, or entertaining material — consistently.
Instead of writing, ‘here’s my latest work’, write about:
*.“Here’s how I made it” – with pictures and/or video. Like thisor thisor this.
*.“Here’s what inspired it” – if you like it, chances are your audience will like it too. Like thisor this.
*.“Here’s how you can make one like it.” Like thisor this.
*.“Here’s a gadget that makes my work better (and could help you too).” Like this.
Instead of burying your opinions in long paragraphs of diary-style ‘musings’, put them out there loud and clear:
*.Devote an entire blog post to nailing ONE idea.
*.Start with a compelling headline.
*.Ask yourself ‘So what? Why should anyone care?’ — and make that the start of the post.
*.Give concrete examples.
*.Invite comments by ending with a question.
*.For example: I’m a designer. Use me better.
And don’t forget to ask for the subscription! Repeat visitors are the best visitors, so one of your goals is to build an audience of loyal subscribers. Ask people to subscribe and offer an email option to make it easy.
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