Artist’s Websites- Six Common Mistakes
An artist’s website is a critically important tool. As artists our “product” is simply visual aesthetic. So if the website doesn’t support your work visually it’s like being served a gourmet meal on a dirty plate.
Here are six common mistakes that I see all too often.
1. The artist’s website is over-designed or not well designed. It’s not clean and simple, so it’s competing for attention with the art.
It often looks like the artist has either designed their website themselves or they’ve paid someone, who’s technical and can build a website, but isn’t a skilled graphic designer. Think about the design, or rather the non-design, of an art gallery or an art museum. Think of the walls. What do you see? Complete minimalism. That’s because it works and the rules don’t change with the virtual environment.
2. The boring first person artist’s statement.
I have yet to read an artist’s statement on-line that doesn’t make me cringe. What is actually interesting about your story as it relates to your work? What have collectors told you? Tell us in the third person so that the reader isn’t distracted by a tone of self-involvement. And so that you can feel free to brag a little. This exercise is to help sell your work! You’re speaking to a broad audience so be clear and use language that non-artistic types, patrons, will understand.
3. There are no prices listed on the artist’s website.
This is a common practice that I do not agree with. What’s the big secret!? Like anyone, collectors want to know what it’s going to cost them. Don’t make it hard on them. Collectors are not all going to call you to get the price. And by hiding the price you’re implying that the price is negotiable. And we know how I feel about discounting art.
4. The artist has a website and not a shopping cart.
If you only have a website and not a shopping cart you’re missing sales. An art consultant once told me that she had no intention of selling art on-line because it’s “a high touch, high feel experience”. Are you kidding me!? My biggest single transactions have been originals sold on annrea.com.
5. There’s no picture of the artist.
Collectors want to know the artist. We all like to see who it is we are doing business with. Give your audience that opportunity and show them a picture of yourself. No brooding expressions, sunglasses, or French berets.
6. Art is displayed but it’s “sold”.
What if you walked into a store and you found the perfect dress that you were in love with. You then prepare to pull out your American Express, you look at the price, and it’s marked “sold.” Ugh! How frustrating would that be? I think that some artists do this to prove that they actually sell their art. If you what to showcase previous work that has sold, put it in a separate archive section.
If you are ready to take your art business to the next level, you are welcome to apply for artist business coaching and consulting services. Individual hourly consulting is also available.
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Tags: Academy of Art University, artist business coaching and consulting services, artist’s statement, effective websites for artists, selling art on-line
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Comments (11)
John T Unger
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This is all spot on except possibly No. 2… I prefer first person statements if they are well written and actually capture the personality of the artists as well as providing good information about their work and motivations. I sell almost all of my work via the web, so I’m much more comfortable with first person writing as used on twitter and blogs. I’m pretty certain that a fair percentage of my sales are related not just to the work, but to the personality behind the work. By engaging visitors, speaking to them directly, being clearly approachable and making them feel welcome and important, I think a bond is created that helps share both the art and the story of the art and artist.
No. 3 is a big one. Not listing prices has multiple drawbacks. It’s true that it might suggest that prices are negotiable, but worse, many people will automatically assume that the price is beyond their reach or higher than they are willing to pay. Few people want to make extra effort, so it’s unlikely they will contact artists to find out the price if it’s not listed. It creates a barrier to sales that prevents impulse purchases altogether. Also, it prevents an artist from benefiting from a confidence in the value of their work that is created when people can see the price and see that the work has been selling at that price point.
One last thing I would add is that if you have a shopping cart (and you should) get a merchant account so that you can take credit cards directly rather than relying on PayPal, Google Checkout or Amazon services. My sales increased 500% the year I added the ability to pay directly with credit card, and have grown steadily since. My cart also supports PayPal and Google Checkout, but those account for only about 5% each of sales. I highly recommend https://www.e-junkie.com as an affordable and easy to use shopping cart.
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Ann Rea
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Thank you for your contribution John.
Number 2, the artist’s statement, or about page, is about tone. By using the first person artists can easily slide into a tone of self involvement that distracts from their message. First person, or third, be mindful of the impression you’re leaving.
Talk about your work but remember your audience, your collector. Ultimately it’s about them, not you.
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Clint Watson
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Great list Ann, thank you for compiling this.
John, I agree with you, I also prefer first-person. I would just change number two to “The boring artist statement” – doesn’t matter if it’s 1st or 3rd…if it’s boring then it’s a mistake.
I would add that, IMHO, the BIGGEST mistake on artists websites is no email newsletter signup.
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Ann Rea
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good point Clint! That point could inspire the next blog post…the mailing list.
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Paula Christen
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Very good advice for all of us. I’d add to your #5 – please have a photo taken that shows your face. I have to chuckle every time I see an artist photo taken from the back as they work at a project. Lots of us are camera shy, but I sure would not want that side of me to be the one people remember.
Success to the “creatives”. This is going to be a great year for artists!
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Ann Rea
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Thank you for your contribution. I agree.
Patrons are buying your art but they are also investing in the artist. You are your brand, your company’s image. Do not underestimate a clear message for a your brand and a professional photograph that supports both your image and your company’s brand message.
Think of professional musicians.
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Issac Maez
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Great Article! Thanks!
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Gregory Despain
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Great Article! Thanks!
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Ann Rea
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thank you Gregory!
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diet tips
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How did you make this template? I got a site as well and my template looks kinda bad so people don’t stay on my website very long :/.
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BMcElhaney
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I’ve implemented a new way to show prices for my paintings on my website. On the gallery page, prices are hidden by default. Click “Show Prices” at the bottom of the page, to view info (including prices).
https://brennenmcelhaney.com/artwork/paintings.html
Thank you for generously sharing your suggestions!
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