This post is by Clint Watson, former art gallery owner and founder of BoldBrush, known for FASO Artist Websites, the leading provider of professional artist websites, the $38,000+ BoldBrush Art Contest & Exhibit and the free daily art marketing newsletter, FineArtViews. As a self-proclaimed “art fanatic”, Clint delights that BoldBrush’s San Antonio, Texas office is full of original art, as is his home office. You can connect with Clint on Twitter, Facebook or his personal blog at clintavo.com
The 71 Rules that Great Artist Websites Follow
*An updated version of our previous rules for your checklist.
Section A: OVERALL
- DO have a mobile-friendly design
- DO Use your own domain
- DO Secure your site with an SSL certificate
- DO keep your site classy and clear by focusing on your art and only your art
- DO utilize a simple, well organized menu structure
- DO Have a reason for each page and have content on each page [2]
- DO Make your text readable (big enough and not too small)
- DO make your website’s interface consistent from page to page
- DO Make sure your website’s visited links change color
- DO Make big blocks of text scannable by utilizing short sections with headlines
- DO Make sure all hyperlinks are active
- DO Make sure your site loads quickly
- DO keep all event/exhibit/timely information current and up to date
- DO have an easy to update site so you can post new works, ready to sell in a few easy steps
- DO Add images and information about all items that you sell
- DO use a neutral color scheme so the art stands out
- DO NOT Use a “splash page” – Let visitors get right to the art on your site
- DO NOT build your site with non-standard technologies like flash
- DO NOT HAVE too many navigation menu items
- DO NOT have more than one website (for your art)
SECTION B: ART PORTFOLIO
- DO Link each artwork on your portfolio page to an artwork detail page with a bigger image, size, price purchasing info [1]
- DO price all your artworks clearly on the site (unless you sell only through a gallery)
- DO have further detailed information about each artwork and a call to action on each artwork detail page
- DO make purchasing easy with a purchase button on each artwork detail page
- DO have an “inquire” button on each artwork detail page so people with further questions may contact you about that specific artwork
- DO link each artwork detail page to the gallery/venue where it can be purchased (if not available on your site)
- DO on each artwork, if sold by a gallery, provide the gallery’s contact info on it’s detail page
- DO have previous and next links on artwork detail pages
- DO ensure that your artwork detail pages have unique, sharable urls so they can be shared on social media
- DO Organize your portfolio into logical collections (if needed)
- DO keep your collection names clear, short and simple
- DO NOT separate your site into separate “Portfolio” and “Store” areas. Let people purchase right from the portfolio.
- DO include a high resolution zoom so collectors can really see the detail in your work
- DO include a “view in room” feature so collectors can gauge the scale of the piece and visualize it in a room
- DO include both framed and unframed images (if the piece is available for purchase framed).
- DO include multiple image of the artwork as necessary (different angles for 3D art, framed, unframed, detail for 2D, etc)
SECTION C: MARKETING
- DO have a quotes & testimonials from collectors, respected artists and your galleries as social proof
- DO Have an email newsletter signup, preferably on every page
- DO have a way for collectors to sign up to be alerted when you have new artworks
- DO host your blog (if you blog) on the same domain as your website site
- DO use an SEO-friendly URL structure
- DO use Facebook open graph protocol on your pages so they can be shared & liked properly
- DO NOT shove pop up ads for your newsletter into the user’s face
- DO have a page that lists all your art galleries (if you sell through galleries)
- DO list the art associations of which you are a member
- DO list and highlight any signature memberships you earned
SECTION D: SALES
- DO Make purchasing EASY
- DO offer full-ecommerce purchasing of your art & products
- DO give purchasers the option to join your email list during checkout
- DO reach out personally to people who abandon your shopping cart and offer to assist
- DO Use high quality images
- DO have a nice photo of your artwork on your home page
- DO have photos of YOURSELF on your home page or your about page
- DO NOT use “stock photography”
SECTION F: CONTACTING YOU
- DO make it super-easy to contact you
- DO have contact information at the bottom of every page
SECTION G: SOCIAL MEDIA
- DO Have social media icon links that link to your social media profile
- DO Make sure your linked social media profiles are PUBLIC
- DO Make sure your linked social media profile are active
- DO keep your linked social media profiles focused on your art
- DO NOT discuss politics on your linked social media profiles
SECTION H: BLOG
- DO NOT Blog unless you want to and have something to say
- DO have your blog on your main website and not separate (if you do blog)
SECTION I: OTHER
- DO keep your site light-weight and quick to load
- DO have a Copyright line in your site footer
- DO Use your logo to personalize the site if you have one
- DO NOT auto-play music on your site
- DO NOT disable the right-click button
- DO NOT resize the user’s browser window
- DO NOT “scrolljack” user’s scrollbar functionality
- DO NOT use Google Ads (or other ads) on your site
Utilize the 71 rules as a checklist to ensure that your artist website is professional, beautiful and helps you sell your art.
Until next time, please remember that Fortune Favors the Bold Brush.
Sincerely,
Clint Watson
BoldBrush/FASO Founder & Art Fanatic
——————————————–
Editor’s Note:
If you want to start marketing your art, a professional and secure website can be your most valuable tool. And FASO is the easiest way to build and maintain a gorgeous website, we also include amazing marketing tools that automate many common marketing tasks for you. To sign up for a free, no obligation 30-day trial, click here.
