Does your Art Website present and sell your work effectively? Take a look at our checklist for success and see how your own site stacks up.
1. Is your site branded so that your business is memorable? People need to see your work more than once to remember it. When your logo and colors are consistent, not only on your website but in your marketing and communications, they will begin to know who you are. If your website doesn’t have a “branded” look, work on developing a header, logo, tagline, fonts and colors that you will use going forward that identify your small business.
2. Is your offering cohesive and focused? Display a body of work on your website that has a signature style and all works together. Showing knitting, watercolor and a little bit of metalsmithing looks confusing and like you can’t decide what you want to do. Choose carefully the images that you will include so that they make a statement and impact.
3. Are you showing professional images of your work? Poor photos are a sure sign that you aren’t ready to be taken seriously. It’s imperative that your portfolio be professionally shot, or that you learn how to take excellent photos yourself. Your competition has these; if you want to compete, you must have images that make your site visitor say, “Wow!”
4. Do you have an email opt-in form? The vast majority of sales aren’t made on the first contact, so you will want to bring your visitors back to your site again and again. How to do this? Encourage them to sign up for your email marketing list. Then you can stay in touch and cultivate those new customers.
5. Is your content clear and well-written, communicating benefits to the buyer? Long rambling content without paragraph breaks is almost unreadable, so make your content concise and crisp, in shorter paragraphs which aren’t hard to read. Use black text on a light background rather than white text on a dark background, which is very hard on the eyes and tends to get left behind by website visitors.
6. Does your About page tell your story? Your artist story is one of the most important things you share with potential customers. They want to know about you, your technique and what makes your work so amazing. Take the opportunity to create an About page that does this succinctly, while sharing a photo of you – and also benefits to the customer. Why should they buy from you? Here’s your space to share that.
7. Is your site easy to navigate? Easy is good. A simple menu that doesn’t give too many choices works best. Use a dropdown menu if you need to separate galleries of your work, for example.
8. Does your site contain enough information to make customers comfortable? What do your customers need to know to buy from you? Put yourself in their shoes and make sure you give them every bit of information necessary to get them to make the purchase.
9. Is your contact information everywhere? This is essential. Do you want to be contacted by customers who want to place an order? Yes, you do! Make sure your email and your phone number are splashed all over your site. Don’t make them hunt to find you.
10. Do you list galleries and retailers that sell your work? Honor your galleries and good wholesale accounts by listing where your work can be purchased. Give their address and phone number, and a link to their website. Not their home page, but the page where your work is shown. Being a good partner to your galleries helps them sell, and helps your business grow.