The 71 Rules Great Artist Websites Follow

4/20/2018 2:30:23 PM by Clint Watson

The 71 Rules that Great Artist Websites Follow

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.

Clint Watson

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Comments

Fantastic list, Clint - and one that every artist should read when putting together a site. It's rare to see such a complete checklist published. Your suggestions clearly take into consideration the experience of the site visitor which is, of course, essential for ecommerce.

The only suggestions I'd add to your list is for artists to consider having an "FAQ" page which offers information like, "how long will it take to receive my package?" or "do you take returns?" or "Can I commission a special painting?" etc. and also to place more than one view on product level pages. I love to see detail shots, in situ photos, and even the back of a painting to show the hardware. Every detail helps move that shopper towards becoming a collector.

Posted by Carolyn Edlund · via clintavo.com · 97 months ago

Carolyn - Thanks for the suggestions!

Posted by Clint Watson · via clintavo.com · 97 months ago

I am going to print this info! My health hasn't been good but I have been painting I have a site with Faso but have not finished. This information is great. Thanks Clint.

Posted by Cheral Squyres · via clintavo.com · 97 months ago

I am on the verge of building my new website with you and now this excellentlist has given me the push I needed.
Concise, complete, what more could be added?
I'm assuming the FASO websites carry all these features. One question, are the templates tweakable in terms of headings etc.?
Thanks for a great site building checklist!

Posted by Debra Ward · via clintavo.com · 93 months ago

Thank you so much for your great info. Now it's up to me Easier said than done. But will eventually get there. Not looking for fame or making a million. Love to paint this other marketing stuff is rather beyond my comprehension. Glad for you Clint. Blessings
Cheral

Posted by Cheral Jarvis Squyres · via clintavo.com · 82 months ago

I would definitely rather be painting! Now with 6 grandchildren ages 10-6- Seldom able to sit in front of computer. + Not at all a computer tech. I really need someone to handle that list for me.

Posted by Val Carson · via clintavo.com · 72 months ago

Clint Can you clarify exactly what does this mean ? In the last section you stated - DO NOT disable the right-click button DO NOT resize the user's browser window DO NOT "scrolljack" user's scrollbar functionality

Posted by Deborah Ridgley · via clintavo.com · 72 months ago

Thanks Clint, This has been really useful. I saw you speak on the Fine Artist Summit, and this and your tips have been great. My website is okay, but it's new and there are still things to improve. Many thanks.

Posted by Holly Bennett · via clintavo.com · 68 months ago

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