Digital Do Over

One of the biggest projects we’ve taken on in preparation for the show in May was to reconstruct our online presence. Over the years we have built several websites and blogs on a variety of platforms, some of these obviously work better than others.  The goal was to combine everything to a single platform and server. We chose to go with third-party hosted WordPress. The platform was an easy choice, the blog has always been on WordPress, it’s a format that I am comfortable with and with the plugins available through third-party hosting, it is an incredibly versatile platform. For hosting we chose Go Daddy, primarily because we bought our domains through them years ago and changing domain hosts is a lot of work. We also went with them because of an end of year sale on hosted WordPress sites, we were able to buy 5 sites for two years for slightly more than it would have cost to host the page I wanted through wordpress.com. In addition we would be able to use Etsy as our cart, which after struggles with several different carts over the years was a huge win.


The Blog was the first site to rebuild, it was already in the correct format and needed the least development. I began by initiating the domain transfer from wordpress.com of our .me. It’s a good thing i began this process early, as there were many wrong turns and false starts. I’m sure for truly educated tech heads these things are completely simple, but for me, with no formal education in web development, everything starts as trial and error. The cool thing about doing it all myself (with a little help from my tech support friends) is all the learning. through the process of moving the domain and eventually the blog I learned about all sorts of hidden settings. I feel like every afternoon of tech struggle makes me appreciably smarter.

Step by step and week by week I transferred both the domain and the blog to the new server, though transfer of the blog itself required help from Go Daddy because of its size. The WordPress specialist tried 3 or 4 different transfer programs before he could get the majority transferred. In the end I did loose about half of my media library but that’s not such a big deal because it’s all on my computer as well. Part of the reason the blog was so difficult to move is that wordpress.com does not allow file transfer protocols. This is part of the security that makes it a very safe host, but part of the problem in not allowing the open source plugins. It’s an imperfect compromise that I hope I don’t have cause to regret one day.

Once the blog was in place I wanted to transfer all the relevant posts to this blog from other blogs we started over the years. This was fairly straight forward but required a good deal of time as the featured images were also some of what was lost from the transfer and early posts were poorly categorized and tagged. In the end I went through and re-edited all 95 or so posts to ensure they were of acceptable quality and that the tagging was in place. I also created new categories to correspond to the .com that I would be building next, so that blog posts on certain pieces could be readily linked to their corresponding web page. I’m so glad I took the time with the bolt that I did. When I began the project I regarded the blog as being in great shape. The review showed many problems that are now corrected.


Etsy was the next profile to create. It is a remarkably straightforward platform that allows as little or as much development as an person wants to put in, though I suspect that the more one does to fill out the site the better the store performs. As mentioned above we wanted to use Etsy as a stand alone but also to have it serve as a cart for the upcoming .com. For this reason I built it before the website so it could be plugged in at the proper time. Etsy is by far the most user-friendly template I’ve tried and it only took an evening to put a small but well-considered shop together. I am looking forward to focusing more on its potential in the months after the show. See the shop here:

www.etsy.com/shop/FoxyWolff?ref=hdr_shop_menu


The website was the most challenging and time-consuming aspect of this reboot. Choosing WordPress was a great help here, as I knew the platform well and did not have to waste a ton of time discovering how to make it work.

We built our old .com specifically for the jewelry on a Wix template. We constructed this large site fairly quickly in 2014 in preparation for the Google Online Marketing Challenge. In addition to taking my business through the challenge, I was the team captain during the challenge. I was a tremendous learning opportunity and part of the reason I feel empowered to do my web development. taking an online marketing class was actually one of the best decisions I made during grad school.

The site itself, despite boasting professional photography and development by several skilled developers on my team, was unsuccessful in the challenge. According to Google Analytics  we lost most of our shoppers at the cart. We tried several fixes for this problem but we were unable to create a cart that customers felt safe entering their credit card. Finally the site was largely abandoned as it was very expensive and never provided any income to offset this. I’m anxious to run an AdWords campaign on the new site and see how this one fares in comparison.

Commercial interest is actually a small part of this sites function. Its primary job is that of promoting the different bodies of work we have done over the last few year with Foxy-Wolff, especially The Magic Box.

The show will run with almost no tagging, instead we are using QR codes to direct smart phone users to home pages for the four sections of the video. This was the reason for recategorizing the blog and for the new site in general. We chose to go with an Asian company for the QR codes that specializes in visual codes, this allows us to use our imagery in creating the codes. The first code is in, based on our logo it directs traffic to the homepage of foxywolff.com.

Visual QR Code

In addition to The Magic Box, there pages dedicated to other projects and aspects of Foxy-Wolff and individual pages for Gabe and I. A good web site is never really done, but we’re happy with the results so far. My biggest concern at this point is to direct traffic towards it, we’re hoping the QR codes help in that.


Social Media needed a tune-up once all the redevelopment was in place. We primarily use Face Book, Instagram and You Tube as our social media outlets. In addition to cleaning those pages up and updating the links, I uploaded all of our videos to the Foxy-Wolff channel, which only had links to the earliest videos and renewed our commitment to regular posting on the sites we use.

You Tube Channel: http://www.youtube.com/channel/UCor8dP1FkdrYAp6xkC9l5rw

Face Book: https://www.facebook.com/foxywolffjewelry/

Instagram: https://www.instagram.com/foxy_wolff/


At this point contacting any Foxy-Wolff page on the web should lead to all the others. We’ve unified font and cover images as well as text style and message. There is one more site coming, foxywolff.net which will be a site for other artists seeking help in adding video, web development and tech into their projects.

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