Your website is for generating sales and opportunities – even if you don’t sell directly from your site. You’re using your site as a digital portfolio to sell galleries and other venues on the idea of your art.
There are numerous factors as to why some art sells better online than others. Perhaps the work is more “popular” or more affordable. Or maybe the artists use their lists and social media more effectively.
Without taking those things into account, there are four errors you should correct immediately if you would like more sales and opportunities. Each is a step toward making it easier for people to buy.
1. You make people click multiple times to see the art.
If your website hasn’t been updated in years, you might have an old template that makes people click numerous links to see your art. It’s time for a major overhaul.
Can you imagine walking into a gallery and not knowing what they sell? If you’re sending people to your site to see, appreciate and, perhaps, purchase your art, you’d better show it to them on every page.
That’s right: every page. Your website has acres of virtual real estate that needs your art to make it attractive to visitors. Use it!
You never know where people will land on your site, so see that the art is the main feature.
2. You don’t make it clear what you’re selling.
Would you install your art in a space without a label next to it? No!
Would you want anyone else to install your art without acknowledging you as the maker? Absolutely not! You’d probably get miffed (and rightly so) if someone did.
And, yet, many artists are showing their art online without giving themselves proper credit. A credit line looks like this.
©Your Name, Title of Artwork. Medium (be specific), size (H x W x D inches/cm). Photo credit if necessary.
You can see the above format in use under the featured images on this post. Yours doesn’t have to follow this exact configuration. You can vary the sequence and punctuation as long as the credit line includes each of those elements and as long as you are consistent.
Potential buyers more easily imagine the art in their space and lives when they know specifics. You not only need to be clear about medium and size, but also about matting, framing, and anything else that would be included.
Take photos of the art in situ, or installed in an office or home environment to help people