Not all artists’ websites are created with sales in mind.
For many artists, a website is a digital portfolio – an introduction for gallerists, curators, and other opportunities. If this is you, some of what I share here doesn’t apply. However, you could still benefit from heeding much of this advice.
There are numerous factors as to why some art sells better online than others: the work is more “popular” or more affordable, or some artists use their lists and social media more effectively.
On the other hand, here are four errors you should look at correcting immediately if you’re trying to make sales from your site. 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 going to Amazon and not knowing what they sell? If you’re sending people to your site to see, to appreciate and, perhaps, to 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 the art should be the main feature.
2. You don’t have complete credit lines.
Would you install your art in a space without a label next to it?
If someone uses your art without acknowledging you as the maker, you probably (and rightly so) would get miffed.
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).
The above format is one that I use, but yours can vary as long as it 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 the specific medium and size. You could even encourage further connection with your art by showing in situ.
3. You don’t post prices.
If you want to sell your art, post your prices. Prices say, Hey! I’m available.
I’ve heard from numerous artists who have had people ask them if their work is for sale. 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 have gallery representation, showing your prices can help drive sales to the gallery.
If you want gallery representation, your prices will help gallerists determine whether or not you’re a good fit for their venue.
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 will need to purchase. Or link to the gallery where they can find your work.
You could post your price with a link to purchasing information.
©Your Name, Title of Artwork. Medium (be specific), size (H x W x D inches/cm).
$600
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.
Your Turn
There are many other reasons someone might not buy from your website. I’m looking forward to hearing your thoughts.
Leave a comment so we can all improve our online results.