4 Steps To Build Your Best Artist Website
I recently read four excellent tips about what makes a stellar website that were written by the self-help guru Marie Forleo. While she wrote these useful tidbits more generally geared towards businesses and especially new entrepreneurs, I’ve expanded her responses to make this advice specific to artists.
1. Is there any advice you give over and over again when it comes to websites?
Marie Forleo: Absolutely...Simplify, simplify, simplify!
Step away from elaborate fonts and fancy sliders. Following website trends is the quickest way to date your website, so unless you want to update it every year, stick to a clean and simple look.
After 20 years in this industry, I’ve also noticed that the entrepreneurs who spend the most time “fussing with the pretty” are the ones who take the longest to get traction in their business. I say this with love, but it might be time to ask yourself: Am I obsessing over the bells + whistles to avoid the harder work?
Obviously, I love graphic design and believe it’s a crucial component of your branding, but as your work evolves, so will your website. Better to keep things simple and flexible rather than chase perfection. If people land on your site and immediately understand who you are and what you do, you’ve succeeded. Consider it D-O-N-E and move on.
Alicia Puig: This is so true. For artists, it’s important to remember that any additional features, designs, colors, etc that you add to your website draw attention away from what the vast majority of visitors are there to see…your art! I’ve seen it on numerous occasions where the work is simply drowned out by flashing graphics, neon backgrounds, or a poor choice of font. If you are working with a web designer who can build a modern site with elements that look cohesive and work towards the goal of showcasing what you do in the best possible light (or if you have the skills to do this yourself) then by all means, go for it. Otherwise, err on the side of simplicity. Clean and minimalist doesn’t mean your site is boring or won’t do a good job at helping to sell and show off your work.
2. What do entrepreneurs worry about unnecessarily?
MF: They all think, “I can’t launch my website/business/service/product until I have X number of blog posts.” This just isn’t true.
You really and truly don’t need a backlog of blog posts when you’re launching anything. Build your foundation first. Start with the website and come back to the blog later. Just make sure you have some sort of offer on your site.
AP: My only caveat to this would be that if you really only have four finished artworks to display on a website, you probably don’t need one yet and can use an Instagram account or the like for the time being as long as it is dedicated to your art. That said, it’s more often the case that an artist would think they shouldn’t have a site until they have 30+ works or 5 different collections or many exhibitions and other accomplishments to list and that’s certainly not the case. Having a website is incredibly important as an artist. In addition to serving as an online portfolio, it can also be your virtual resume and sales channel as well as the place where people go to sign up for your email list, get in contact with you, and stay updated with your studio news. So rather than worry excessively about the design or format, just get one started and add to it as you go along.
For those interested in starting a blog to support the existing content on your site or experimenting with print sales, for example, then her advice is 100% valid. You don’t need to start with twenty or even five. If you have one ready and you’re excited about it, you can launch it.
3. What question do clients ask you all the time?
MF: “Should I show my rates on my website or not?”
Yes! Show the price!!! Be upfront about what you offer and how much you want to get paid.
I’ve heard people argue in favor of “hiding” the price so they can sell you during a sales call or as a hook to get people on your list, but I’ve always found that technique invites tire kickers. On the flip side, being transparent about my prices has always set the tone for my value.
AP: I get this from artists very frequently as well. Rather than talk about the prices themselves, I always start by asking them what type of artist they want to be. Not showing prices is still fairly traditional and makes the work feel exclusive. If that aligns with how you want you and your art to be seen, then this option fits. It could also work if you partner with a gallery that manages sales for you and you’d rather refer any interested parties to them instead. Opting to not list prices also invites clients to have conversations with you since they will have to reach out to inquire. On the other hand, it can also turn people away since they may simply assume your work is out of their budget and not make the effort to reach out at all. You have to decide if this risk is worth taking.
For most artists who are looking to make consistent sales, especially if they do not yet have gallery representation or if they prefer to sell on their own, I suggest listing prices outright. It helps clients plan their budget and avoids any potentially awkward interactions if the person contacting you about an available piece was expecting a significantly lower price point than what you offer. It also shows transparency in your sales, which many people appreciate. One of my favorite benefits, however, is that if you have an online shop and your prices are listed, sometimes interested clients will go ahead and make a purchase without contacting you first. You don't have to do any negotiating or active selling and can make sales at any time, which is as close as it gets to passive income when it comes to art sales.
4. What’s one way someone can make their website instantly more effective?
MF: Don’t put clients in your portfolio if you don’t want to work with them again. Don’t show projects you don’t want to repeat. Whatever you want more of, put that front and center.
Build your site for the business you want, not necessarily the business you have.
AP: Brilliant. Honestly, I took a peek at my personal website and implemented this one myself. It’s probably most useful for artists who offer commissions, but it’s still good for everyone to know and keep in mind when considering what content to include on your website. If you want to paint more murals, put any that you’ve done in a prominent place. If you don’t have experience yet, create a few mockup designs of what they could look like. Do this with any other types of projects you’d be interested in!
Well, this one was short and sweet (just like February?). Thanks for reading and please don’t forget to let me know if you enjoyed one of my articles. I always love hearing from you!
