The Handcrafted Podcast: The Business of making things
The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you're a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business strategy.
The Handcrafted Podcast: The Business of making things
The 8 Website Essentials Every Maker Needs to Generate Better Leads
Summary:
In this episode, Paul breaks down the most common mistakes he sees makers make with their websites—and shares eight practical elements every effective site must include. Drawing from his experience building Philadelphia Table Company and reviewing countless member sites inside the Handcrafted Network, Paul explains how a website should do more than “look good”—it should actively qualify leads, tell your story, and drive real inquiries.
This is a tactical, no-fluff episode for makers who want their website to work harder for their business. From hero images and contact forms to storytelling, reviews, and blogs built for AI search, Paul walks through how to structure a homepage that builds trust, filters out bad leads, and attracts the right clients.
Key takeaways & highlights:
- Hero image + clear CTA: Your homepage must immediately tell visitors what you do and give them one obvious action to take (work with us, get a quote, view the gallery).
- A clean contact page with budget ranges: Asking for budget upfront saves time, pre-qualifies leads, and improves close rates.
- Text/chat option matters: A simple text or chat widget lowers friction and captures casual but potentially valuable inquiries.
- Strong photo gallery: High-quality, consistent images build credibility and help clients visualize what’s possible.
- Tell a real story: Clients buy into why you do what you do—not just what you make. Story drives brand and pricing power.
- Reviews build trust: Google reviews in particular act as social proof and help with AI-driven discovery.
- Link your socials: Social media extends your story and helps clients connect emotionally with your brand.
- Blogs still matter (especially for AI): Question-based blog posts help your site get found when people search things like “How much does a custom table cost?”
If you have questions, want your site reviewed, or want to submit a topic for a future Office Hours episode, email paul@thehandcraftednetwork.com
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