FireSmith Copper
This artist team of copper smiths needed a website that showcased their work, increased commissions, and allowed shoppers to buy wall art directly from their website.
Eugene, Oregon
Website: https://www.firesmithcopper.com/
Website Designer
An artist’s online presence is enough to make or break their commercial success. FireSmith Copper came to me knowing they needed to replace their old website with one that could fully represent their abilities, products, and style for a modern audience.
Summary
Designed website with updated layouts and functionality to improve user experience and make their art stand out online
Adjusted strategy in light of COVID-19 to create e-commerce website that sold 5 pieces in the first 3 months of it going live
Trained client to be self-sufficient in long-term digital marketing strategy
- Home Page -
I wanted FireSmith Copper’s home page to have the same awe-inspiring impact as their pieces do in real life, with plenty of opportunity for visitors to sate their curiosity. This meant:
Using close-ups of their copper work as backsplash images for inspiring content
Creating enticing taglines followed by simple calls-to-action
Updating their page layout to a sleek, bold Squarespace template
Adding brief pieces of content to highlight their products and services
- Commissions -
The foundation of FireSmith’s business is custom copper work, but before they hired me, their marketing never directly discussed commissions. I wanted to attract more commissions with more direct marketing, and help them expand their clientele into the commercial sector. This meant:
Adding a commissions page on their website that showcased their work
Optimizing their website for general keywords like “Art Commissions” and “Custom Copper Work”, as well as more specific keywords like “Custom Copper Bar Tops”
Organizing their commissions by product type (i.e. wall hangings, bar tops, table tops, etc.)
Organically integrating the phrase “for your home or business” into their web copy
- About -
Picasso. Warhol. Kahlo… Anyone actively engaged in the art market knows the power of name recognition. I planned to promote the FireSmith Copper name along with the names of the artists themselves: Paul Yost and Jennah Litecky Yost. This meant:
Showing visitors what sets FireSmith apart from other artists with a breakdown of their artistic process
Telling Jennah and Paul’s story of what inspires their art through words and images
Encouraging visitors to see (and buy) their art with bold calls-to-action
- The Shop -
When marketing your business online, you have to be able to pivot your strategy when tragedy strikes. COVID-19 hit the United States weeks into designing FireSmith Copper’s website.
Like many small businesses, FireSmith’s business model would be heavily affected by the pandemic since art shows were their #1 way of attracting commissions and selling their pre-made wall art. These events were cancelled as the coronavirus spread and states shut down. In addition, many people loss their jobs in the ensuing months of outbreaks, which meant their customer base would shrink if they couldn’t stay competitive in the art market.
To keep their business growing, I adjusted FireSmith Copper’s digital marketing strategy to:
Develop an e-commerce shop alongside the rest of their website that made it easy for customers to buy pieces online
Direct FireSmith in their creation of web copy describing each unique piece
Translate the feel of an in-person art show into a virtual space
Content developer
From artist statements to product descriptions to high-quality images of artwork, great content was the key to helping FireSmith Copper make an impact online. I designed and executed a content marketing strategy that would unify FireSmith’s brand in the real world and a digital space.
summary
Edited and simplified client’s web copy for an online audience
Developed long-term dynamic content strategy around blogging to attract new and returning customers
Provided guidelines and feedback for photography of client’s artwork
Created e-newsletter for past and current clients announcing new website
- Blogging strategy -
Creating fresh, engaging content continues to be one of the most effective ways to promote your business online. I created a blogging strategy that would help FireSmith Copper:
Attract new commissions
Get the word out about upcoming events (virtual and in-person)
Give fans a reason to keep coming back again and again
- E-Newsletters -
Due to FireSmith’s baby boomer and silent generation customer demographic, many of their clients are more likely to use email than social media. I designed a newsletter that FireSmith Copper could send to their past and current clients announcing the launch of their new website.
Social Media Consultant
The easiest (and most cost-effective) way to advertise in the 21st century is using social media. FireSmith Copper had a large following on Facebook and Instagram, but didn’t know how to get started with posting and sharing content. I gave them the tools they needed to grow their following, sell pieces on social media, and promote their business.
summary
Grew Facebook following by 15% in the first 3 months of applying my social media strategy
Created monthly social media calendar to streamline efforts across different social media platforms
Trained client to be self-sufficient in creating and posting content to social media
- Peruse Their Posts -
straight from the source
“I have worked with Helen over the months to create a website for my company. I cannot stress how easy Helen is to work with. We began the website before COVID came to the states so during our conversations our plan for our website completely changed. We changed our goals from advertising to ecommerce and Helen was right there with us and worked with us every step of the way. She was very flexible and worked with us as our site grew and changed. Her skills with the backend of the website are incredible and her vision for the face of the site was more than I could have ever expected and I am just thrilled with her work! I absolutely love my new website and I cannot recommend Helen highly enough, I feel so lucky to be working with her!! Thank you Helen! You have made my website dreams come true!”
- Jennah Litecky Yost