How To Create An Etsy Website

PurlBKnit Pattern by Etsy — Photo by Purlbknit

As you build your creative business, you may be thinking about how to grow your sales and customer base, on Etsy and elsewhere. According to user research, many Etsy shop owners say that starting their own e-commerce websites is a goal they have for their businesses. Pattern by Etsy is a new tool that enables you to design and launch your own website, using the work you've already put into your Etsy shop. All of your Etsy shop listings will appear on your Pattern site, and order fulfillment works just the same as on Etsy, with access to all the same settings and tools. (For more on how Pattern by Etsy works, including pricing information, read our site update here.)

All that's left for you to do is the fun part: designing and customizing your Pattern site. We've put together some tips on how to build a website that will help you create a powerful first impression for buyers.

1. Introduce your business.

On Etsy, telling your story and introducing your brand is a key element of building buyer trust, so that shoppers feel confident making a purchase. This becomes even more important on your own e-commerce website, since potential buyers are encountering your brand outside the Etsy marketplace that many buyers are already familiar with. For your Pattern site, you can customize your story from the About section of your Etsy shop.

Start by looking for any reference to your Etsy shop that doesn't feel right on your own website. (Example: "I opened this Etsy shop in March 2013.") You can either delete those references or mention your Etsy shop as a way of sharing your brand's history. (Example: "I started my business on Etsy in 2013, and I also sell my products at craft fairs and at retail boutiques through wholesale partners.")

Next, share the story of your business, focusing on what makes you, your products, and your business unique. Buyers want to learn more about your business and are curious about the materials or processes that go into making your products. If you sell vintage, a well crafted About section can highlight your love of collecting and curating vintage pieces and introduce your approach to shaping your selection. Read more about telling your story.

Another way to make the most of your About section on Pattern is to highlight a few quotes or testimonials from past customers. At this time, Pattern does not display buyer reviews, so your About section is a great way to help build buyer trust by featuring testimonials from a few happy customers.

2. Choose a domain that's an extension of your brand.

Your domain name — the web address of your website — is one of the first interactions many buyers will have with your brand, whether they are typing it into their browsers after seeing it on a print promotion or seeing it displayed on social media or your business card. Use your domain name as an opportunity to reinforce your branding. You also want to keep your brand name consistent by using the same name everywhere — on Etsy, on social media, and in your domain name — which will help buyers find you.

If you've already registered a domain name that matches your brand name — or the domain name you want is still available, this process will be a little easier. Learn more about using a domain you already own.

But if the domain name you'd like is unavailable, there are still ways to select a domain name that reinforces your brand identity. Many business owners choose to put terms like "shop" or "store" in their domain name, along with their brand name. There are other creative options to explore, as well. The tips included in this article about choosing your shop name can also help when choosing a domain name. (For more information about registering a domain on Pattern, including the associated fees, view this guide.)

3. Highlight your products with the right theme.

When you browse the themes on Pattern, you might be immediately drawn to certain themes because they look good with your products. But it can be beneficial to take a step back to evaluate how you want to present your brand and products to potential buyers when they land on your website. Here's an overview of the available themes, and some ideas about the type of shop they work best for.

Theme: Pearl

The Pearl theme uses your Etsy shop cover photo and displays larger photos of your products, giving you more creative control over your shop's branding. This theme also includes a new navigation bar and social sharing icons that stay on the page as you scroll, making it easier for shoppers to browse your site and share it on social media.

Theme: Chevron

The Chevron theme displays your About section photos prominently across the top of your website. Do you sell a signature product? Consider an artistic photo of that product in a beautifully staged environment as a leading photograph across your site. This theme also works well for vintage shop owners, since it can be a great way to capture your shop's aesthetic by featuring some of your products in a styled setting.

The Chevron theme highlights images and content from RUGbyGUR's About section.

Theme: Stripe

If you're a shop owner with a small, carefully curated product line, the Stripe theme could be the right fit for your shop. It features large images of your products on your Pattern site's homepage, so it's great for shops with a smaller inventory.

Theme: Swatch

Do you sell a variety of types of products, with many listings within each product category? You may want this theme, which groups products on the homepage by shop section, so that new visitors can see the full range of your products before diving into one category, to explore the options.

The Swatch theme displays Amber Moon's products grouped by shop section.

Theme: Mosaic

Mosaic creates a collage layout on your homepage, showcasing a lot of products at once. This theme works best for shops with a diverse set of products, including vintage shops.

Theme: Trellis

The Trellis theme displays featured listings front and center on your website, making sure that buyers see your highlighted products right away. It's also great for navigating products by shop section, since your other products are displayed by category under the featured listings.

Purlbknit Trellis theme Pattern by Etsy — The Trellis theme shows off Purlbknit's featured listings.

Once you've chosen a theme, you can customize the fonts, colors and even the cart style to suit your brand's aesthetic. Learn more about the theme options on Pattern here.

4. Focus on your product photography.

Pattern is designed to put your brand and products in the spotlight, which means that your photography is more prominent than ever. If you decide to launch a Pattern site, you should keep that site in mind as you're working on new product photography for your Etsy shop. Buyers shopping on standalone e-commerce websites might have higher expectations for how products are marketed and presented. Any steps you take toward improving the way you present your products will help you elevate your brand, both on your Pattern site and in your Etsy shop.

Find resources to help you represent your brand and products through photography in the Seller Handbook.

5. Market your new website.

Once you've designed your Pattern site and started your free trial, your website will be live and ready to show off. You can begin to think about your strategy for getting the word out and reaching new potential buyers. Start by defining your target market. This is the first step to reaching the right audience and connecting with them in an authentic voice that will resonate with their interests and values. Next, brush up on your social media expertise, by learning more about reaching customers on Twitter, Facebook or Pinterest. Finally, make the most of your new branded website by learning how to pitch your products to blogs and the media.

Keep in mind that your Pattern site relies on marketing and promotion to reach your target audience, and it's a long-term investment in your brand and business. It's possible you won't see a high volume of sales from your Pattern site at first. That's okay — it takes time to build an audience for your own e-commerce website. In the meantime, stay focused on your goals of building your brand and business.

Learn more about launching a website for your shop with Pattern by Etsy.

Do you plan on launching a website for your shop this year? Let us know in the comments below.