Name: Patti Monroe-Mohrenweiser

Business: Beyond Letters

Web address: www.beyondletters.com

Products: “Calligraphic artwork, including one-of-a-kind originals, limited productions and reproductions.”

Years on web: “Almost three years: two years with a very simple site I created myself and eight months with a newly designed site with e-commerce.”

Percent of sales from web in 2003: 2%

Increase in web sales from previous year: “Last year I sold almost nothing via the web, because my site didn’t offer on-site e-commerce.”

Website designed by: “Chris Gaidica at www.c2gmedia.com.”

Typical customer: “Someone looking for inspirational art for the home or as gifts (especially weddings, anniversaries and births).”

Biggest challenge: “Organizing my products so that customers can easily find what they are looking for. We’re adding a search feature that is really going to help.”

Worst mistake: “Attempting to design the site myself. The exposure, professionalism and marketability of my site increased a hundredfold after Chris Gaidica redesigned it.”

Web retailing tip: “Never underestimate the power of good customer service. With last minute orders, I make sure I communicate with customers so they can be assured they will get their orders on time. I get a lot of repeat business, because my customers know that their business matters to me.”

Outlook for online retailing: “At art shows, more and more people ask if we have a website. It’s a great way for customers to keep in touch and for small business people like me to find an audience for an unusual product.”

Features that have helped the site succeed: “I grouped many items into categories (love & marriage, home & family, children, scripture) to help customers who are looking for a specific gift. We also keep our current show and exhibit schedule on the site.”

Comments: “We sell at art shows or by word of mouth, so the website has been a great bridge between shows, allowing customers to order items after the shows. And people find the website in other ways too—we get orders from as far away as Italy!”

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