Most makers spend October and November focused on one thing: making products. Orders are coming in, markets are filling the calendar, and there never seems to be enough time to update the business itself. That's exactly why summer is the perfect time for a shop refresh. We’re kicking off a Summer Shop Refresh series to help you get ready for the fall and holiday season early so you can focus on making your products and being present (and prepared) for your busiest months.
Take a step back and look at your website, Etsy shop, or social media the way a first-time customer would. Imagine you know nothing about your business. Within a few seconds, could you answer these? Try to look at them objectively and be honest with yourself. Better yet, ask a friend or family member if they can quickly answer these questions after looking at your website.
• Can you immediately tell what I make?
• Is my branding current and consistent?
• Are my best-selling products easy to find?
• Is my contact information easy to locate?
• Do all of my links still work?
Once you've answered those questions, spend a few minutes reviewing the details that are easy to overlook. Check your shop banner and profile photo. Read through your About page. Make sure your FAQs, shipping information, and shop policies are still accurate. Test your email signup form and click every social media link to confirm they all work.
You don't need a complete rebrand to make a strong impression. In fact, most shops benefit more from a handful of thoughtful updates than a major overhaul. A new banner, refreshed product photos, updated featured listings, and a current profile photo instantly make your business feel active and well-maintained.
This is also a great time to look at your shop on a mobile phone. Many customers will discover your business on their phones first. If your navigation is confusing, text is difficult to read, or your best products are buried, you're creating unnecessary friction before someone even decides to buy.
Remember, every page of your shop should answer one simple question: "Why should I buy from this business?" The easier you make that decision, the more likely customers are to stick around, browse, and make a purchase.
Focus on creating a shop that feels welcoming, trustworthy, and most importantly, easy to buy from. Customers should be able to understand what you make, find the information they need, and check out without unnecessary friction.
Stay tuned for our next Summer Shop Refresh post, where we'll look at one of the biggest factors in online sales: product photography.