If you have an important exhibition coming up, give it the (virtual) space it deserves. Create a page on your website for your show.
You probably already have a page for all of your exhibitions, but I’m talking about a single page that features only your special show.
This will be the premier place you send people for details about the exhibition, which will be easy for people to read because it only has one focus. It doesn't include anything else.
Why would you share this info only on Facebook or in an email when you can create a storefront for your art? You’re paying for the virtual real estate already. Might as well use it!
Everything will be in one spot rather than scattered around online or in someone’s inbox.
The URL (website address) should be one that’s easy to share and to remember rather than a string of slashes and numbers. This isn’t always as easy if you have a template site, but make it happen if possible.
Here’s what your exhibition page should include, and I suggest listing everything in this order.
Title of Exhibition
All of your exhibitions should have titles to distinguish them from one another. If they are solo shows, your name should be in the title.
When are the first and last days people can see the work?
Too often, we advertise only the opening, but some of your fans might not be able to attend on that date. Be clear about the exhibition duration.
At this point on the page, you only need to put the name of the venue. Below, as you’ll see, you will give more details.
Short Blurb about the Exhibition
Include a couple of sentences that describe what people will see when they attend. If, for any reason, your name isn’t fully visible on the page (i.e. if people have to scroll or it isn’t in the title), make sure to include it within the blurb.
Images of Your Art
This is not the time to hold back. Share images of the work that will be on view. You don’t have to show all of it, but show enough to entice people.
Size the images large enough to make an impact. The trend online is to have BIG pictures. Anything too small looks old-fashioned.
TIP: Link to any blog posts or videos that describe the artwork or process.
Include your prices if you’re in control of sales rather than the venue. Plenty of artists are selling their work before it ever goes on public view. Wouldn’t this be nice?
Exhibition Location Details
Repeat the name of the venue, and then add:
- Open hours
- A link to the venue website
- Phone number
- Street address, city, and state/province
Don’t leave off the city and state/province! Your website is available to people in all corners of the world. If people land on this page, you don’t want them to have to guess what city you’re in.
Include a photo of the location if it might be helpful for visitors to recognize or (especially) if it’s impressive.
As a courtesy, it’s nice to give any tips for parking.
Related Exhibition EventsWhat’s happening around your exhibition? People want to know they’re invited! Issue a heartfelt invitation around any of the following events.
- Opening reception
- Gallery talk
- Tours or times you’ll be at the space
- Anything else you’re planning to activate the space during the show
Note dates and times for each event, remembering to include an ending time as well as the time it begins. You don’t want guests embarrassed by showing up after most people have gone home.
Don’t forget to mention:
- Any fees that might pertain
- Whether it's by invitation only or open to all (Bring a friend!)
Here you could add another image, perhaps of you giving a talk or demonstration.
Going to a gallery is part of a night on the town for many people. Can you suggest nearby attractions?
Other galleries? Restaurants? Museums? Include links to those sites.
Always provide a way for people to get in touch and ask you questions, even if it’s a link to the Contact page on your site.
If it’s your show, the invitees are your guests. Be a friendly and accommodating host or hostess.
A photo of you with your art would be a nice touch.
Putting all of this together on one page will make it easier to promote and show off your work. It's well worth the effort for an important show.
This post was originally published on February 4, 2016. It has been updated and republished with original comments intact.