Utilize the 71 rules as a checklist to ensure that your artist website is professional, beautiful and helps you sell your art. [...]
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
SECTION E: IMAGES
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
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Editor's Note:
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