If you’re a Queen Anne, be a Queen Anne…online!

I love strolling through Antiques Shows. I’m always amazed by the carefully curated collections and what they say about each individual dealer. Every time you stage a booth and meet with buyers at a show you are creating a brand experience with your future customers. Even if they don’t buy from you right then, you want to make a strong impression. Why? Because if they do leave the show and have second thoughts about an item they saw in your booth they may head online to seek you out. What will they find if they look for you there?

Will they find a website that is as well-appointed as your show set, or will they find an after-thought, a website that hasn’t been updated in years and does not recreate that brand experience they had when meeting with you in person? Your website is a 24/7 representation of you and your business, no matter how big or how small. Here are some tips to maintaining that brand identity online:

• Focus on Design. The “flat design” fad from a few years back left many websites looking a little, well, flat. That design style took the emphasis off of gradients and textures and replaced them with simple designs and blocky colors. That’s great for a software company and maybe even some antiques businesses. But if you’re a dealer who specializes in a specific era, region or style of antiques, there are unique characterizations to the items in your collection that make those pieces so wonderful. Why not try to incorporate those elements into the design of your site?
  • Textures: Is it the raw materials that make your items impressive? For furniture collections, try to incorporate deep and rich wood grain patterns into your site. Rugs, or embroidered items make beautiful website backgrounds. The glazed and pitted surfaces of ceramics and stoneware need not be overlooked either.
  • Motifs: Many antiques are identifiable by the ornate patterns reflective of their era. They also make for terrific embellishments on your website. Think of ways to incorporate identifiable patterns such as: Basket weave, Chevron, Diamonds, Florals, Gingham Check, Plaids, etc.
  • Color Harmonies: The natural dyes of the past created colors in striking contrast to the processed color world we live in today. Try to utilize those unique colors in ways that capture the spirit of the original craftsmanship.
  • Tone: Are you a regal dealer specializing in high-end furniture or are you more of a rustic collector featuring well-worn pieces of Americana? No matter what type of collection you represent it is important to capture this key brand component on your site. Not only will it create a good-looking website, but it also help to qualify the users on your site and ensure that the calls you field are relevant to your collection.
• User experience: Brand perceptions are shaped by your customer’s experience with your business. This extends to their experience on your website. No matter what industry you are in, the keys to a successful user interaction with your website are simple: ensure the user has a good experience on your site. When a potential buyer walks up to you at a show and inquires about a piece on display, you wouldn’t tell them, “Sorry, I sold that 3 months ago.” Right? So make sure your online inventory is up-to-date as well. Treat your customers the same way online as you would treat them in person and they will have a more favorable impression of your brand. Here are some basic tips to keep in mind:
  • Have accurate business information at all times (pricing, business hours, directions, etc.)
  • Update your content (remove sold inventory, add new pieces, provide a show schedule for when your store will be closed, etc.)
  • Give users a reason to contact you (promotional pricing, free giveaway, exclusive look at new inventory items, etc.)

Remember, your brand is more than just your logo and tagline. It is a culmination of interactions between your customers and your business. Providing a website that strongly embodies your brand characteristics will create strong and favorable perceptions of your brand, create better interactions with your customers, and result in more sales!

Is your website due for an upgrade? Contact us today for a free consultation and a quote that meets your budget! 860-834-0201 or contact us HERE.