Whether you’re a newbie looking to showcase your first masterpiece or a seasoned artist wanting to give your online presence a facelift, this guide is for you. Let’s dive into some genuinely useful tips to create a website that’ll make the internet bow down to your artistic greatness.
Why Every Artist Needs a Website
Gone are the days of selling your art through DMs and email chains. Your website should be doing all the heavy lifting, making sales while you sleep and waking up to client inquiries.
A lot of artists still have the most barebones websites with barely any content. Spoiler alert: that’s not going to cut it anymore. Buyers need to know more about your brand before even considering making a purchase or reaching out for a quote.
I’ve built SEO strategies for artists that are already starting to see benefits after just a few weeks. The content on your website matters because that’s what helps you rank on Google. Unfortunately, many artists haven’t even heard of SEO, let alone know how to create SEO-optimized content. That’s where I come in.
Tip 1: Choose the Right Platform
First things first, you need a platform to build your website on. Think of it as choosing the right canvas. We’ve got Wix, Squarespace, WordPress—yada yada yada. My top picks? Squarespace for its drag-and-drop simplicity and Shopify if you’re ready to become the next online art mogul.
Squarespace is like the Swiss Army knife of website builders, but Shopify? Oh, honey, it’s like having a Swiss Army knife that also brews coffee and does your taxes. It connects to every app imaginable, making it impossible to hit a dead end while building your empire. Need help deciding between the two? Check out this detailed comparison article from Forbes.
Tip 2: SEO Research First
Before you start slapping your beautiful art onto the site, do your homework—SEO homework, that is. Keywords are your new best friends. Tools like Google Keyword Planner or Ahrefs can help you figure out what people are searching for. Jot these keywords down and sprinkle them like magic fairy dust throughout your site’s content with a different set of keywords selected for each page.
Example: Emma, a watercolor artist, decided to dive into the world of SEO to boost her online presence. She used tools like Google Keyword Planner to find that "custom watercolor portraits" was a highly searched term. Emma then strategically used this keyword throughout her landing page, specifically targeting potential clients looking for portrait commissions.
But she didn’t stop there. To further enhance her SEO, Emma started a blog on her website. She wrote engaging posts detailing her process of working with clients, complete with stunning before-and-after photos of her custom portraits. These blog posts not only provided valuable content for her audience but also helped her website rank higher in search results.
Tip 3: Plan Your Content and Layout
Alright, Picasso, it’s time to plan. Write your content first—yes, every single word. And while you’re at it, sketch out your layout. This way, when you jump into Squarespace or Shopify, you won’t be fumbling around like a tourist with a paper map in the digital age.
Why plan content first? Because diving into website building without a plan is like trying to assemble IKEA furniture without instructions. Trust me, I’ve built websites for a ton of clients, and this step is crucial. Pretty websites are nice, but it’s the content that actually sells your art. Start with your navigation—what pages do you need, and where do they go?
It’s totally cool to have sub-navigation. Think of it like having all your services neatly tucked under a dropdown menu: mural design, advertising, book covers—you name it. Also, jot down notes about how you want each section to look—full-column, two-column, three-column. Make a shot list for any photos you need so you’re not scrambling later.
And the cherry on top? Doing content first means you can sneak in those SEO keywords where they count—right in the first 100 words, headings, and page titles. Boom! Now you’re not just an artist; you’re an SEO-savvy content machine.
Tip 4: Design with Your Brand in Mind
Your website should scream YOU. Use consistent colors, fonts, and styles that reflect your artistic vibe. This isn’t the place for a visual identity crisis. Make sure your brand is as recognizable as a Van Gogh (minus the ear incident).
Here are some design tips to keep you on track, especially if your graphic design skills are as rusty as an old hinge:
Contrast is Key: Make sure your text is darker than your background. We’re not trying to create an eye exam here.
Visual Hierarchy: Your H1 headings should be the biggest text on the page, followed by H2s, and so on. Your body copy should be the smallest but still readable—aim for at least 15.5px for those phone readers.
Negative Space: Use plenty of it. Give your content room to breathe. Think of it as the Marie Kondo approach to web design—if it doesn’t spark joy (or readability), toss it.
Headings and Subheadings: Break your content into skimmable chunks. No one wants to read a wall of text, not even your mom.
Visuals: Include photos and custom-designed icons. You’re an artist; your website should reflect that. Bland stock images are a no-go.
Branding Guidelines: Sort these out before diving into content. Get your exact colors (hex codes, baby!), choose your fonts (Google Fonts are a solid choice for global consistency), and keep it all cohesive.
Logo Size: For the love of all that is holy, stop making your logo so damn huge. People aren’t coming to your site to admire your logo; they want to see your art. Your logo just needs to be readable and identifiable, not a billboard.
Tip 5: Showcase Your Best Work
Here’s where many artists go wrong: they just show a grid of images. Sure, it looks pretty, but it doesn’t really sell your work. Instead, showcase your best pieces as mock-ups or in real-life settings so clients can actually picture your designs in the context they need. Just showing a cool book cover isn’t enough—show it mocked up on an actual book or perched on a stylish bookshelf.
Often, it’s not about how many pieces you have, but the quality of those pieces and how they relate to what your clients are looking for. If you’ve worked with big clients, take it a step further: create a landing page or blog post for each major project. Show all your design decisions, sketches, and explain your process. End with a testimonial if you can. This kind of content will help you attract higher-paying clients because it showcases your expertise way better than a single image ever could.
Tip 6: Include an About Page
People buy from people, not robots. Your about page should tell your story, your journey, your quirks—everything that makes you, YOU. Connect with your audience on a personal level and watch the magic happen.
Most about pages on art websites are three sentences. I’m not dropping any amount of money on three sentences. Your about page should be your mini autobiography. Skip the résumé unless you’re job hunting. Focus on freelance projects or product sales? Potential clients and customers need more info.
Include an overview of your services, shout-outs to top clients, and testimonials. Dive into how you got started, your experience, and let your passion shine through. If you’re selling products, add details about sustainability practices, refund policies, shipping times, and other FAQs.
Tip 7: Integrate a Blog or News Section
A blog isn’t just a diary for your artistic musings—it’s a powerful SEO tool. Take Chloe, a jewelry designer. She wrote blog posts about her design process, the materials she uses, and trends in the jewelry industry. This not only sets her apart as an influencer in her field but also brings in traffic long after she’s written these articles.
Pick two or three themes and stick to them. You can’t go wrong with industry trends, case studies on your process, and company updates. Share when you drop a new collection, work with new clients, or reach milestones in your career. It’s nice to look back and see how far you’ve come. And while you might think blogging is dead, it’s still very much alive and kicking. So, get writing and let your content shine!
Tip 8: Collect Emails for a Newsletter
I know, I know—adding “send a newsletter” to your to-do list sounds about as fun as watching paint dry. But trust me, it works. You can't control social media algorithms, but you can get higher open rates with email. Take Ryan, a mixed media artist: he sends quarterly updates to fans, publications, past clients, and galleries, keeping his work top of mind without those dreaded cold emails.
Treat your newsletter like a second social media platform. Mix in educational and entertaining content, not just announcements about sales or new pieces. People are more likely to open your emails if they feel like they’re getting something valuable. Include free downloads, like digital wallpapers, to lure in subscribers.
Make your subscribers feel like VIPs by giving them a heads-up on new products or first dibs. Make them feel part of an exclusive community.
Conclusion: Your Path to a Stellar Art Website
There you have it—your foolproof guide to creating a website that’ll make even the toughest art critics swoon. So, get out there, start building, and let your art shine in the digital world. Don’t forget to leave comments or questions below, and stay tuned for more tips on making your art business flourish.
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Want even more tips to perfect your website, especially if you’re selling products? Download my Website Checklist that includes detailed guidance on what needs to be on each page, from your homepage to client landing pages. You'll know exactly what kind of content goes where.
Need help with SEO? I offer an SEO strategy service where I can handle keyword optimization for you. This includes thorough research to ensure your keywords are competitive, writing your landing page copy with those keywords, suggesting blogging themes, and providing examples of topics to discuss. You’ll also get a checklist of where to place your SEO keywords and a local SEO checklist to help you stand out in your area.
