How to Create a Website to Sell Your Creations Online

Introduction

Creating a website to sell your creations lets you stand out in a competitive market and build an engaged community around your work.

Whether you're a maker, an artist, or a creator of handmade products, owning your own website gives you the freedom to tell your story, showcase your portfolio, and use tailored marketing strategies to keep your customers coming back.

This guide will walk you through building a website that's effective and optimised to sell your creations, using the right tools like Ghost and relying on a robust hosting solution such as Abstract27.

What are the benefits of creating a website to sell your creations?

Source: Unsplash

Creating a website to sell your creations online offers several clear advantages for makers, artists, and creators of handmade products.

Here's why a dedicated website can be far more rewarding than relying on third-party platforms.

1. Full control over your brand and your products

Owning a website lets you build a unique brand identity and tell your own story.

You have the freedom to showcase your creations through visuals, detailed descriptions, and personal narratives that deepen customer engagement.

Unlike marketplaces such as Etsy or Amazon Handmade, a bespoke site gives you complete control over how your brand looks and how it's perceived.

For example, creators like Beautiful Naturelle and Lisa Eldridge have built strong online brands by using their own websites to sell their creations.

This has given them far more flexibility in how they present themselves to their audience, while delivering a unique, tailored shopping experience.

2. Better profit margins

By selling directly through your own website, you can do away with the high commissions and fees that come with marketplaces.

That means you keep a larger share of the profit from every sale, which can significantly improve your margins.

On platforms like Etsy, transaction fees, advertising fees, and other costs can quickly add up, eating into your net revenue. A dedicated website lets you avoid those fees and make the most of your profitability.

3. A personalised, engaging customer experience

With a website designed to your own specifications, you can create a far more engaging and personalised user experience.

That includes things like bespoke product galleries, blogs to tell the story behind your creations, and direct customer support options.

A well-designed site with smooth navigation and a consistent look and feel can turn visitors into loyal customers.

Content and promotions tailored to your target audience can also improve customer retention.

By weaving in strategies like blogging and email marketing, you can keep a constant connection with your community and boost customer retention.

4. Freedom and independence

Finally, relying on third-party platforms carries risks. Algorithm changes, unexpected fee policies, or changes to the terms of service can all hurt your sales and your visibility.

By having your own website to sell your creations, you gain freedom and independence, taking control of your entire business operation.

You have the flexibility to set your own selling terms, create bespoke promotions, and put in place pricing strategies that suit you.

That keeps you agile and able to adapt quickly to market trends, without external constraints.

The steps to create a website to sell your creations with Ghost and Abstract27

To build an effective, attractive website to sell your creations, choosing the right tools and the right hosting platform is essential.

Ghost is an ideal solution for creators thanks to its intuitive interface, powerful features, and SEO optimisation.

Combined with Abstract27, a host that specialises in Ghost, you can easily build a fast, secure, high-performing site.

1. Installing and configuring Ghost

To get started, you can choose between Ghost Pro, a version hosted by Ghost for those who prefer a simplified setup, or a self-hosted option for more control and customisation.

Here's a step-by-step guide to setting up your site with Ghost CMS:

• Choose a hosting option: If you're looking for an easy setup with no technical skills required, Ghost Pro is a simple option, but it's limited in terms of control. For a more bespoke solution, Abstract27 stands out by offering not only fully managed hosting, but also a complete, hassle-free setup of your site.
• Installing Ghost: If you use Abstract27, the installation process is simplified thanks to their user-friendly interface. Sign up, choose your plan, and follow the instructions to install Ghost CMS in a few clicks. Abstract27 takes care of the installation and initial setup, freeing you up to focus on customisation and creating content.
• Navigating the dashboard: Once installed, head to the Ghost admin dashboard. Use the WYSIWYG editor to create your product pages, blog posts, and content pages.

Finally, for those with advanced technical skills who prefer to manage things more independently, there are other hosting solutions such as DigitalOcean. That said, these options can require in-depth technical knowledge for installation and ongoing management.

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Pro tip
Abstract27 is an ideal hosting solution for Ghost CMS, offering fast loading speeds, 99.9% uptime, and reinforced security to meet the needs of creators looking for a reliable platform to sell online. It offers easy setup and management, even for non-technical users, with expert support available 24/7. To get started, sign up with Abstract27, choose a plan like Starter or Explorer, and follow the setup guide to launch your Ghost CMS site with ease.

2. Choosing and customising a theme

Choosing a theme for e-commerce: Selecting a theme optimised for e-commerce is crucial.

Browse the Ghost marketplace or third-party providers to find a responsive theme that delivers a smooth user experience. Make sure the theme you choose is fast, customisable, and suited to your handmade brand.

Customising it to match your brand: Once the theme is installed, customise it to reflect your brand's visual identity. Adjust the colours, fonts, and layouts to create a consistent, memorable experience for your visitors.

3. Integrating e-commerce solutions

To sell your handmade creations or any other product on your website, you need to integrate an e-commerce solution that lets you manage payments, products, and orders smoothly.

Ghost CMS doesn't have built-in e-commerce features, but it offers the flexibility needed to integrate with a range of solutions such as Snipcart, Shopify, Stripe, and Ecwid. Here's how to set up these integrations to build an effective online shop.

a. Integrating Snipcart for a lightweight e-commerce experience

Snipcart is a lightweight, flexible solution that integrates seamlessly with Ghost CMS to enable a complete shopping experience.

By simply adding HTML scripts to your site, you can turn your website into an online shop without having to rely on complex external platforms.

Step-by-step Snipcart setup:

• Sign up and configure: Sign up at Snipcart and create an account. You'll receive an integration code that you can add to your Ghost site.
• Add the Snipcart scripts to Ghost: Go to the Ghost CMS dashboard and insert the Snipcart script into your site's header files. This enables shopping-cart and checkout functionality on your site.
• Create product listings: Use Ghost's HTML blocks to display your products. Each product needs specific Snipcart attributes, such as the product ID, the price, and stock information.
• Manage the checkout process: Snipcart supports various payment methods, including Stripe and PayPal. Set up these payment gateways from the Snipcart dashboard to enable secure transactions.

b. Alternative integrations (Shopify, Stripe, Ecwid)

If you're looking for a more robust e-commerce solution or need specific features, other integrations such as Shopify, Stripe, and Ecwid are also compatible with Ghost CMS.

• Shopify: Use Shopify's 'Buy Button' to add e-commerce features to your Ghost site. This button lets visitors add products to their basket and complete their purchase directly through Shopify, while staying on your Ghost site.
• Stripe: A popular option for processing online payments that is natively supported by Ghost CMS, which means it can be integrated directly into your site without the need for extra plugins. This native integration enables a smooth, simplified payment experience, ideal for creators looking to sell their creations online.
• Ecwid: Another viable option is Ecwid, an e-commerce platform that lets you add an online shop to any website. Ecwid offers a free version with basic features and paid options for more advanced functionality.

c. Criteria for choosing the right e-commerce integration

When selecting the best e-commerce integration for your website on Ghost CMS, it's essential to consider several criteria:

1. Ease of use: Choose an integration that's simple to set up and manage, especially if you don't have advanced technical skills.
2. Cost and scalability: Some solutions, like Shopify, can come with recurring costs. Assess whether those costs are justified by the features on offer and your shop's ability to grow.
3. Customisation options: Make sure the integration you choose allows enough customisation to reflect your handmade brand's identity.
4. Security and reliability: Transaction security is crucial for any e-commerce site. Opt for solutions that guarantee secure payments and customer-data management that meets the relevant standards.

4. Managing products, payments, and deliveries

Once you've integrated an e-commerce solution into your website to sell your creations, managing products, payments, and deliveries becomes essential to offering your customers a smooth, efficient shopping experience.

Here's how to handle these crucial aspects using Ghost CMS and third-party integrations.

a. Managing products with Ghost and third-party integrations

With Ghost CMS, you can use custom content blocks to present your handmade creations in an attractive way.

For more advanced stock and order management, third-party integrations such as Snipcart, Shopify, or Ecwid are recommended.

These tools make it easy to manage inventory, update product information, and track orders from a centralised dashboard.

• Create attractive product pages: Use the Ghost editor to design product pages that captivate your visitors. Add detailed descriptions, high-resolution images, and customer testimonials to showcase your handmade products.
• Syncing inventory and orders: If you opt for Shopify or Ecwid, these platforms offer robust tools for managing your inventory in real time. This helps minimise stock errors and ensures your products are always available to your customers.

b. Setting up payment options and delivery rates

To guarantee a smooth shopping experience, it's crucial to correctly configure the payment and delivery options on your website. Here are the key steps to put these features in place.

• Set up payment gateways: Integrate secure payment solutions such as Stripe or PayPal to accept a range of payment methods, including credit cards, debit cards, and digital wallets.
• Define delivery options and rates: Use tools like Shippo or the built-in options in Shopify and Ecwid to define delivery methods, delivery zones, and shipping costs. For each product, you can specify the weight, dimensions, and estimated delivery times.
• Automating order notifications and tracking: Make sure your e-commerce solution automatically sends email notifications to your customers after every purchase. They should include details such as order confirmation, tracking information, and delivery updates. This helps build customer trust and improve their satisfaction.

c. Optimising returns and refunds management

Managing returns and refunds effectively is crucial to maintaining customer satisfaction and strengthening the reputation of your handmade brand. Here's how to optimise these processes:

• Set up a clear returns policy: Display a well-defined returns policy on your website to inform your customers of the conditions and procedures for returns. This includes the return window, the condition items must be in, and the refund terms.
• Automate returns management: Use tools like Returnly or the built-in options in e-commerce platforms to easily manage return and refund requests. These tools make the process easier for customers while letting you track and manage returns efficiently.

5. Promoting your website and your creations

Once your website is built and ready to sell your creations, it's essential to put in place an effective promotion strategy to attract visitors and turn those visits into sales.

Here are proven methods to promote your website and increase the visibility of your handmade products.

a. Using Ghost CMS's blogging and SEO

Blogging is one of the most powerful tools for driving traffic to your site and establishing your authority in your niche.

Ghost CMS is built for content, offering an ideal platform for creating blog posts optimised for SEO.

By regularly publishing relevant, interesting articles on your blog, you can attract a qualified audience and engage your visitors.

Identify the topics that interest your target audience and write detailed, well-structured articles.

For example, if you sell handmade creations, you could publish articles on the history of craft, "how-to" guides, or case studies on how your products are used.

b. Email marketing and customer retention

Email marketing remains an effective way to keep customers engaged and encourage them to come back to your site.

With Ghost CMS, you can easily run email marketing campaigns to promote your handmade products, share updates, or offer exclusive discounts.

c. Promotion on social media

Social media is essential for promoting your website and your handmade creations.

By integrating your Ghost CMS site with platforms like Instagram, Facebook, Pinterest, and TikTok, you can drive traffic and sales while strengthening your online presence.

Create captivating visual content that showcases your products. Use short videos, image carousels, and lifestyle posts to show your handmade products in action.

For example, a "behind the scenes" video of you creating your products can humanise your brand and create an emotional connection with your audience.

Other platforms for selling your creations online

While creating a dedicated website is one of the best ways to sell your creations, it can be worth exploring other options to diversify your sales channels and maximise your opportunities to reach new customers.

Here's an overview of popular alternative platforms for selling your handmade creations online.

1. Etsy

Overview: Etsy is one of the best-known platforms for selling handmade products, vintage items, and craft supplies. It's ideal for creators who want to benefit from a built-in audience without having to manage their own website.

Pros:

• Easy to set up: Creating a shop on Etsy is quick and requires no technical skills.
• Large customer base: With millions of active buyers, Etsy offers excellent visibility for your handmade creations.

Cons:

• Fees and competition: Etsy charges transaction fees, payment-processing fees, and advertising fees, which can reduce your profit margins. What's more, the competition is intense, which can make it difficult to set your products apart.

2. Redbubble

Overview: Redbubble lets artists upload designs that customers can buy on a range of products such as t-shirts, mugs, and phone cases. Redbubble handles production, shipping, and customer service.

Pros:

• No upfront costs: You don't have to pay to host your shop or for production.
• Automated production and shipping: Redbubble takes care of everything, freeing you up to focus on creating.

Cons:

• Limited control: You have no control over the final price of products or the shopping experience, which can affect how your brand is perceived.

3. UncommonGoods

Overview: UncommonGoods is a niche marketplace focused on unique, high-quality items. It's perfect for creators whose products target a specific, high-end market.

Pros:

• Access to a targeted, dedicated audience: UncommonGoods attracts an audience ready to invest in unique, handcrafted items.
• Less competition: The rigorous application process limits the number of sellers, reducing competition.

Cons:

• Commission fees and an application process: The platform takes a commission on sales, and you have to go through a selection process to become a seller.

4. Amazon Handmade

Overview: Amazon Handmade is a section of Amazon dedicated to handmade products, giving sellers access to Amazon's vast customer base.

Pros:

• Large audience and fulfilment options: You benefit from Amazon's massive audience and fulfilment services such as Fulfilment by Amazon (FBA).
• Reliability and trust: Amazon is a trusted platform, which can reassure potential customers.

Cons:

• Competition and fees: Competition is significant on Amazon, and seller fees can add up.

5. Society6

Overview: Similar to Redbubble, Society6 lets artists sell their designs on a variety of products, with production and shipping handled by the platform.

Pros:

• Easy to start and low cost: No initial investment required, which lets creators test the market easily.
• Fully managed by the platform: Society6 takes care of production, shipping, and customer service.

Cons:

• Limited control over product presentation and margins: Like Redbubble, Society6 controls most aspects of the sale.

6. Big Cartel

Overview: Big Cartel is designed for small businesses and independent artists who want an online shop that's easy to set up.

Pros:

• Easy to use and affordable: Big Cartel offers a simple interface and affordable plans to get started quickly.
• Customisation: You have more control over the design and presentation of your shop compared to other platforms.

Cons:

• Lack of advanced features and scalability options: While perfect for beginners, Big Cartel may not suit businesses looking for more robust options.

Conclusion

Creating a website to sell your creations gives you full control over your brand, your products, and your customers' shopping experience.

By using Ghost CMS for its simplicity, SEO optimisation, and customisation options, you can build a high-performing, aesthetically pleasing site.

By hosting it on Abstract27, you benefit from optimised performance, security, and the support you need to manage your online shop effectively.

With your own website, you have the freedom to set your own pricing strategies, create bespoke promotions, and build an engaged community around your handmade creations.

You're also better protected against unexpected changes to third-party platforms' policies and high fees, which lets you maximise your profit margins.