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 visualize the scale. Having this complete information makes someone more likely to click the purchase button.
3. You don’t include prices.
I’ve heard from numerous artists who have had people ask if their work is for sale. (Yes. Really.) If you want to sell your art, post your prices. Prices say Hey! I’m available!
I know it sounds crazy to us, but just because you have your art online doesn’t mean people know they can buy it. You have to tell them.
If you want gallery representation, visible prices help gallerists determine whether or not you’re a good fit for their venue.
If you have gallery representation, you would add a link to drive sales to the gallery: Available Through XYZ Gallery.
4. You don’t tell them HOW they can purchase the work.
Posting prices is one step, but if there’s not a flashy “Buy Now” button (and I don’t recommend these for fine art), the buying process might remain a mystery.
Create a page on your site that tells people exactly how to contact you and what they need to do to purchase. Or, as mentioned under #3 above, link to the gallery where they can find your work.
In your credit line, you can include your price with a link to purchasing information.
©Your Name, Title of Artwork. Medium (be specific), size (H x W x D inches/cm).
Click here for purchasing info
Don’t assume that people will jump through hoops to email or phone you and ask about purchasing a piece. S-p-e-l-l I-t O-u-t.
Every marketing move you make improves your chances for more sales and opportunities. Marketing is made easy in my step-by-step program, the Art Career Success System. See what it's all about.