An artist website elevates your creative business by giving you control, proof of credibility, steady discovery through search, a home for your email list, and a clear path to sales. You own the gallery space and the checkout. A simple Website can help you show work, tell your story, collect leads, and sell without waiting on an algorithm or a gatekeeper.
Why an artist site beats only social media
Social is fast. It is also fickle. One week your post gets seen. The next week it vanishes. A site is steady. It works while you sleep, and it builds over time.
I have seen this play out. An illustrator had a viral reel that brought her 40,000 views. She got a few inquiries, then it faded. She put the same pieces on a clean site with clear prices and an email signup. Six months later, those pages brought her buyers from search and her list. No shock, no guesswork. Just steady interest.
Own your audience. Rent attention from social, but build your house on your own site.
People who love art want time. They want to zoom in, read why a piece exists, learn about materials, and maybe read a note about the process. A site gives room for that. It also lets you track what people view and what they buy, so you can make better choices.
If you are part of an arts group or collective, a site also helps your peers find you for shows, collaborations, and press. Curators search. Writers search. Fans search. You should be there when they do.
What your site needs to do, at a glance
Your site does not need to be fancy. It needs to be clear. It should make it easy to view art, learn about you, sign up, and buy. If you only remember five things, make it these:
- Show your best work first
- Make prices and availability visible
- Add an email signup on every page
- Make buying simple, with clear shipping and return info
- Load fast on mobile
If I cannot find the price or a buy button in three clicks, I leave. Most buyers do the same.
Core pages that help you sell
- Home: a short pitch and your best three to six pieces
- Portfolio or Gallery: organized by series, medium, or year
- Shop: prints, originals, commissions, or downloads
- About: your story, photo, and a short artist statement
- Contact: simple form, email, and social links
- Newsletter: what people get, how often, and a signup box
- Exhibitions or Press: shows, collectors, any press mentions
I like clean homepages. That said, a busy grid of art can work if the images are strong and each card has a clear label. Your taste matters, but clarity wins.
Make it easy to buy art
Buying fine art can feel risky for a new collector. Remove friction. Show price, size, medium, framing details, shipping time, and return terms on every item page. Use simple payment options. Credit card, PayPal, Apple Pay, Google Pay. Do not hide cost in the cart. Be upfront.
| Item type | Typical range | How you ship | Risk level for buyer |
|---|---|---|---|
| Digital download | $10 to $50 | Instant file delivery | Low |
| Open edition print | $30 to $150 | Flat mailer or tube, tracked | Low to medium |
| Limited edition print | $100 to $600 | Sturdy packaging, certificate | Medium |
| Original small | $200 to $1,200 | Double boxed, insured | Medium to high |
| Original large | $1,500 to $10,000+ | Crated or freight, insured | High |
| Commission | Varies | Contract, staged payments | Depends on scope and trust |
Set shipping expectations before checkout. List regions you serve, typical ship dates, packaging method, and tracking. If you sell originals, include insurance by default and say so. If you sell prints, say if they ship flat or rolled, and why.
Clarity reduces refunds. People buy when they know what they get and when they get it.
Pricing without losing your voice
Price is part math, part story. You have costs and time. You also have a market. I think it helps to publish a price range for each series and a short note on what shapes the number. You do not need a long essay. A few lines can ease the buyer’s mind.
- Show size and medium with every price
- Keep prices consistent across your site and shows
- Raise prices in small steps as demand grows
- Offer a ladder: small prints, larger prints, small originals, larger originals
If you sell through galleries, match their prices. If you do not, buyers will notice, and it harms trust.
Search that helps collectors find you
Search does not need to be complicated. Think like a collector. What would you type if you wanted art like yours?
- City or region plus medium, like “Portland abstract oil painting”
- Subject or theme, like “botanical ink drawings”
- Use and space, like “large art for living room”
- Gift terms, like “art prints under 100”
Use simple page titles and headings that match the work. Here are two quick patterns you can copy:
- Portfolio page title: “Abstract Oil Paintings by Jane Doe”
- Item page title: “Moonlit Garden, 24×36, Oil on Canvas by Jane Doe”
Add alt text to images. Describe the piece plainly. Example: “Blue and gold abstract oil painting with layered texture.” Add your location on your About and Contact pages. That helps with local search.
Pages that pull search traffic over time
- Evergreen guides: how to frame a print, how to care for watercolor
- Series pages: one page per series with strong text and images
- Event posts: show announcements with dates and address
One note. Do not stuff keywords. Write for a person first. Add a few terms people actually use. That is enough.
Content that brings collectors back
People follow artists because they want to see the work change. Share your process. Not every day. Maybe once a week, or twice a month. Show sketches, tests, failures, and small wins. It feels real.
Post progress, not perfection.
- Work in progress photos
- Short videos of techniques
- Stories behind a series
- Studio notes and material choices
- Upcoming shows and drops
You can host this on a blog page on your site. Pair each post with a clear next step. Join the list. View the series. Buy the print.
Email list: the quiet driver of art sales
Email feels plain, but it works. A list gives you a direct line to fans. No feed to fight. Aim for a simple offer.
- Early access to drops
- Private pre-sale for a series
- Free digital phone wallpaper of a detail
- A short studio note once a month
A simple welcome sequence you can copy
- Welcome email: thank the person, share a photo of you in the studio, link to your best work
- Story email: why you make this work and what is next
- Value email: a tip on caring for art or hanging art at home
- Offer email: early access to a print or a small discount during a clear window
Keep it short. Use one idea per email. One link. One ask. I know that sounds strict, but it helps clicks and replies.
Structure your portfolio like a show
Think in series. On your gallery page, show a grid of series. Each series tile leads to its own page with context, highlights, and a store link if it is for sale. This makes it easy to browse. It also helps search because each series has its own words and images.
On each item page:
- Large image with zoom
- Size in inches or centimeters, and weight if heavy
- Medium and year
- Price and availability
- Framing details, if any
- Shipping time and method
- A short note about the piece
- Add to cart or inquiry button
Artists sometimes skip the note. I think that is a miss. Two or three lines help the buyer connect. No need for big words.
Pick a site platform that fits your brain
You do not need to be a coder. Pick a tool you can live with. If you want a store and a blog in one place, choose a simple builder or use WordPress with a store plugin. Keep your stack small so updates do not break things.
| Platform | Good for | Pros | Tradeoffs |
|---|---|---|---|
| Squarespace | Portfolios with light commerce | Clean templates, easy edits, built-in galleries | Less control over complex store needs |
| Shopify | Selling prints and originals at volume | Strong checkout, many apps, good inventory | Theme tweaks and apps can add cost |
| WordPress + WooCommerce | Full control and content heavy sites | Flexible, many themes, strong blog | More setup, updates to manage |
| Big Cartel | Simple artist shops | Quick setup, friendly pricing | Limited features, basic blog |
Pick one. Launch. You can switch later if your needs change. Waiting for perfect tech is a stall tactic. I have done it too. It slows progress.
Speed, images, and mobile basics
Most people will visit on a phone. Your pages should load in two to three seconds. Here is how to make that likely:
- Export images at the size you need, not full camera size
- Compress images to reduce file size while keeping quality
- Use JPG for photos and PNG for graphics with flat color
- Limit video on the homepage
- Avoid auto-play video with sound
Large hero images look nice, but if they make the site slow, they cost you sales. Show one strong image and give people a grid they can tap.
Trust signals that move a buyer to yes
Trust is not a mystery. Show proof where you can. A few real quotes from buyers helps. A list of shows helps. A headshot helps more than a logo. Use your face. It is more human.
- Collector quotes with a first name and city
- Photo of you next to the work for scale
- Press mentions with short blurbs
- Badges for secure payment
Faces sell art. Show your face and your hands at work. It lowers distance and builds trust.
Commissions without chaos
Commissions can be great, or a headache. A clear form helps set scope. Ask short questions and explain your process in a simple timeline. Take a deposit to hold a spot. Most artists use 30 to 50 percent up front.
Questions to include on your commission form
- What size do you want
- What medium or surface do you prefer
- Theme or reference ideas
- Deadline or event date
- Budget range
- Framing needed
- Shipping location
After the form, send a short proposal. List scope, price, timeline, rounds of feedback, and payment terms. Keep it to one page. That is enough.
Shipping, packaging, and terms that prevent headaches
Shipping art is part of the job. Good packaging protects your work and your profit. Use sturdy mailers, corner guards, and proper tape. Double box originals. Add fragile labels. Use tracking with every order. Insure higher value items.
- List shipping times by region
- State who pays duties and taxes on international orders
- Offer a simple returns window for prints if possible
- For originals, describe your return policy in plain words
Buyers do not expect perfect packaging design. They expect safe delivery and clear updates. Keep your post-sale emails friendly and short. “Order received”, “Order shipped”, “Order delivered”. Add tracking links each time.
Numbers to watch without drowning in data
You do not need to track everything. Three numbers will guide most decisions.
- Visitors per month
- Email signups per month
- Store conversion rate
As a simple rule of thumb, a store conversion rate around 1 to 3 percent is common for art. If you get 1,000 visitors and 10 orders, that is 1 percent. If your product pages get views but not clicks to cart, improve photos and clarity. If your site gets visits but few email signups, make the offer clearer and place the form higher.
Simple tests that can lift sales
- Test one new hero image for your homepage
- Test button text: “Add to cart” vs “Buy this artwork”
- Test price display: “From $120” vs “$120”
- Test a value add: free shipping above a set amount
Run one change for two weeks. Compare numbers. Keep what wins. Move on.
Common mistakes I see on artist sites
- Hiding prices behind an inquiry form
- Huge images that make pages slow
- No email signup on item pages
- Confusing menus with too many choices
- Grainy photos or poor color
- Outdated show dates that make the site feel abandoned
If any of these sting, you can fix them fast. Remove old pages. Compress images. Add a small signup block under the add to cart button. Each change helps a bit. It adds up.
A simple content plan you can follow
You do not need to post daily. Keep a cadence you can handle.
- Weekly: one studio photo and a short note on your blog or news page
- Monthly: a newsletter with three sections, each 2 to 3 lines
- Quarterly: a small release or a pre-order
If you miss a week, send the next post when you can. No long apology. Just share the work.
Accessibility that helps more people enjoy your art
- Add alt text that describes the piece
- Use readable fonts and strong color contrast
- Make buttons large enough to tap on a phone
- Add captions or transcripts for videos
This is not only a legal topic. It is also good for people. And people buy art.
Sell worldwide without confusion
International buyers want clarity. Show prices in your main currency, but add a note that currency converts at checkout. Explain duties and taxes for international orders. If you can estimate shipping times by region, do it. If you cannot, give a range and be honest.
Build a product ladder that fits different buyers
Offer a few entry points. That helps new fans support you and lets serious collectors go bigger.
- $10 to $30 digital items or small goods
- $30 to $150 open prints
- $150 to $600 limited prints
- $300 to $1,500 small originals
- $1,500 and up large originals
You do not need all of these at launch. Start with two or three rungs and grow from there.
A small case study, real enough to be useful
Mina is a watercolor artist who sells botanicals. For a year, she posted on Instagram and sold a few commissions by DM. Then she set up a simple site with a gallery, a shop for prints, and an email signup. She added prices, shipping terms, and a note on paper and pigment choice on each product page. She sent one email each month with one new piece and one behind the scenes photo.
Her site numbers after three months:
- Roughly 1,800 visitors per month, most from search and her profile link
- About 60 email signups per month
- Store conversion rate near 1.5 percent
That meant 27 orders a month on average. Average order value was $68 because most buyers chose two prints. She ran a pre-order for a new series and sold 18 sets in a week. Nothing viral. Just steady steps. Could results vary? Of course. But the pattern is common.
Photos that do justice to your work
- Shoot in even light, avoid hard glare
- Crop square edges for flat works
- Add one in-room shot for scale
- Show frame options if you offer framing
Hire a photographer if you can. If not, use your phone with a tripod, a level, and a neutral background. Color accuracy matters more than drama.
Maintenance that keeps your site fresh
- Monthly: check links, update sold items, refresh homepage
- Quarterly: add new work to series pages
- Twice a year: review prices and policies
- After every show: add photos and a short recap
Old info hurts trust. A 2022 show announcement on your homepage in 2025 makes people close the tab. I have done it before. Set a calendar reminder to fix it.
Menu and navigation that guide the eye
Your menu is a map. Keep it short. Five to seven items at most. If you have more pages, group them under clear labels. Use the same words across the site. If your shop page is called Shop in the menu, do not call it Store on the homepage.
Small copy shifts that help conversions
- Replace vague labels like “Learn more” with “View the series”
- Use “Buy this artwork” on item pages
- Say “Ships in 5 to 7 days” not “Fast shipping”
- Use short sentences. One idea per line if needed.
This may feel less poetic. That is fine on a product page. You can be poetic on your About page or in a series story.
When a one-page site is enough
If you are just starting, a single page with a gallery, short bio, contact, and a signup can work. Add a link to a print-on-demand shop if you use one. As you grow, add a store to your site so you own the customer relationship. That shift matters more than design in many cases.
If you already have a site, but it does not sell
Start with a quick audit. Ask a friend who buys art to click through your site and try to buy something. Do not guide them. Watch where they get stuck. Note questions they ask. Fix those spots first.
- Are prices visible
- Is the buy button obvious
- Do pages load fast on a phone
- Is shipping clear
- Is your story easy to find
Then improve product photos and add two lines of context for each piece. Small edits can have a big effect.
Press and collaborations from your site
Journalists and curators look for a clean press page. Add a short bio, headshot, a few work images with captions, and contact info. If you are open to collaborations, say what kind. Murals, album art, book covers, brand projects. Be specific so you get the right asks.
What to do if you do not like selling
I hear this a lot. Selling feels pushy. I get it. Try this frame. Your site is a service to people who want your work. Price and shipping info are acts of care. Clear pages help buyers say yes without pressure. You are not shouting. You are making it easy to support you.
Quick Q and A
Do I need a site if I sell well on Instagram
Yes. Social can change at any time. A site gives you control, search traffic, and an email list you own. Keep selling on social, but make your site the home base.
How many artworks should I list to start
Ten to twenty is enough for a first version. Pick your strongest series. If something is old and does not match your current style, leave it out for now.
Should I show prices
Yes. Hidden prices increase friction. If your work is only by inquiry, show a range. People respect clear numbers.
Do I need a blog
You need a place for updates. Call it News if Blog feels heavy. One short post every two to four weeks is fine.
What if I am not tech savvy
Pick a simple platform and a clean template. Keep plugins and apps to a minimum. Launch a basic version and improve it as you learn.
Is free shipping a must
No. Be clear. Charge fair rates and explain packaging and insurance. You can test free shipping over a set amount if your margins allow it.