You spend hours perfecting your art and curating your best pieces. But when you finally launch your website, you’re met with digital crickets. Sound familiar?
You’re not alone — many artists struggle with the conversion side of creating a website. The harsh truth is that a beautiful site isn’t enough. In the next five minutes, learn essential elements that turn your corner of the internet into a thoughtfully designed tool that works for you.
✅ Clear Artist Story
✅ High-Quality Visuals
✅ Effortless Purchasing
✅ Application of Strong SEO
✅ Powerful Social Proof
✅ Easy Contact Tools
✅ ACT Vendor Insurance Trust Badge
Elements to Include on Your Artist Vendor Website
A beautiful website without a strategy is like a gallery opening without invitations. Your art deserves to shine both online and IRL, in front of an actual audience. So, here are seven vital ways to help your website stand out.
1. Paint a Clear Artist Story
The most crucial art vendor website tip is to connect with your audience — gallery owners, event organizers, and customers — by telling your unique story. This includes your journey as an artist, inspiration, values, and the “why” behind your creativity.
Collectors don’t want art with no meaning. They’re looking for pieces with emotional resonance, so incorporate pieces of your artist story from the very first website landing (right on the homepage) to your dedicated “About,” “Artist Bio,” or “Artist Statement” page.
Storytelling Ideas to Try
- Your biography and identity as an artist
- Behind-the-scenes photos of you working
- Voice notes explaining the inspo behind select pieces
- Your successes and failures, as defined by you
- Why you’re passionate about creating
- Awards, shows, or media attention
Advice From a Pro
The biggest mistake artists make when selling online is treating their website like a simple gallery instead of a strategic business tool. They often focus solely on the images, neglecting the crucial elements of storytelling and trust that turn a casual browser into a paying collector.
To avoid this, your website must do more than just show your art; it must tell the story behind it.
Include a compelling “About Me” page, your most important sales page. Share your passion, your process, and what inspires you. Collectors are not just buying a piece; they are buying a piece of you.
2. Include High-Quality Visuals
The texture, curves, or color nuances of your art can get lost when you upload representations of your work online. That’s why your website needs high-quality visuals that showcase your creativity in its best light and solidify potential buyers’ decisions to purchase.
Take professional photos or videos of your art, offering close-up shots of details with clear lighting to ensure each hue stays true. Go the extra mile and include in-situ (“in place”) photographs of your art styled in a room to help people envision your work in their space.
Pro Tip: Wondering how to capture small sculptures effectively on a low budget? All you need is a rotating tray and your smartphone. Place your sculpture on the tray and film with your phone’s camera in a fixed spot, while slowly spinning the tray. Et voilà!
3. Create a Seamless E-Commerce Experience
Make it as easy as possible for customers to purchase your work. This means reducing friction at every touchpoint, from simply clicking a “buy” button all the way to a secure checkout process.
Visit your website as a first-time buyer and note how easy (or difficult) it is to make a purchase. Then adjust your website’s path to checkout and all relevant features so it’s seamless.
E-Commerce Essentials
- Simple navigation to “for sale” pieces
- Clear CTA (call to action) “buy” buttons
- Transparent pricing on each piece
- Expected shipping time and fee
- Secure payment processing
- Instant email confirmation
Depending on your artist brand, consider incorporating features like “limited edition” countdown timers or authenticity certificates at checkout to make the experience more you.
Pro Tip: Selling arts and crafts online comes with unique risks. Online retailer insurance is designed to protect you from liability claims, like if your products accidentally injure a customer or damage their property. Learn more about the risks of selling art online.
4. Apply SEO Best Practices
SEO stands for “search engine optimization.” This technical side of website-building can be intimidating at first, but think of it as a way to effectively teach search engines, like Google, how to describe your art and serve it up to people who are looking for your art online.
Apply SEO best practices on your website for long-term business growth. It’s a broad subject, so here are some basics to follow:
- Use descriptive, collector-focused titles: Instead of “Untitled #7,” go for something like “Golden Shoreline: Minimalist Seascape Oil Painting”
- Write natural, keyword-rich descriptions: Include your medium, style, and themes, like “vibrant abstract acrylic painting inspired by pink- and orange- sunset tones”
- Add alt text to every image: Simple, clear phrases help both accessibility and search ranking
- Publish short stories or updates: Update your website with blog posts or show recaps to support organic SEO growth and connect with visitors
- Optimize your “About” and “Home” pages: Include who you are, what kind of art you make, and where you’re based — for example, with a keyword like “AAPI California ceramic artist”
- Dig deeper with an SEO starter guide: Read through Google’s SEO Fundamentals and use these techniques to improve your site’s online presence
Advice From a Pro
A website element that is often overlooked is the on-page keywords. Always describe what your art is, and what it is made of, in a way that clients would search for it in a search engine. Then, also name your images with these words when you upload them.
For example, if an image of one of your pieces is labeled on your computer as "IMG_2345,JPG". It would be ideal to rename the image something like: "Abstract Acrylic Painting - Untitled No 6.JPG", and then upload the photo to the website. Vary them for each image so they are not all the same. I.e., "Black and White Animal Photo - Birch Frame.JPG" for the next one. This will reinforce the terms across the website and help with search engine optimization.
5. Showcase Strong Social Proof
Social proof: The idea that people look to others when making a decision.
Would you be more likely to buy a product backed up with testimonials from real people, or one without? Reviews from customers, press mentions, and gallery endorsements all signal to your potential collectors that you’re legit and worth buying from.
Add social proof throughout your website’s pages to boost trust. This can be added on product/portfolio pages in the form of customer reviews, or you can create a dedicated page just for this kind of content.
Whenever you make a sale, ask for a few sentences you can use as a testimonial. Prompt with questions like “What drew you to this piece?” or “Who would you recommend my art style to?” for more genuine responses.
Try integrating user-generated content as part of your social proof strategy, like short Instagram videos, for more visual impact.
6. Include Easy Contact Tools
Imagine your newest art admirer lands on your website and wants to purchase your latest series. But, they can’t find your email address, nor do you have a simple contact form to fill out. They get frustrated and click off your site, leading to a lost connection and sale.
Implement easy contact and community-building tools on your website, including prominent contact options, links to your social media profiles, and an opt-in field for event invites.
You can even build intrigue by offering exclusive previews on works-in-progress, just for followers.
Contact Tools to Include
- Clear “Contact” page
- Clickable email link
- Contact form that’s easy to fill out
- Social media icons with DM links
- Commission inquiry form
- Sign-up form for updates
- Physical studio address (Adds credibility, even if it’s by appointment only)
Advice From a Pro
Linking to Instagram and other social media sites from the website is fine for an artist website, but the feeds should be professional, confident, and align with the website branding for maximum impact.
7. Display Your Insurance Trust Badge
Casual customers, collectors, galleries, and event organizers want reassurance that you’re not just talented, but trustworthy and prepared. Does your website convey that you can handle the risk of damage caused by your artwork, shipping issues, or liability mishaps at exhibitions?
One of the most essential artist website tips is to display an insurance trust badge, a small graphic that shows you’re covered. This subtle cue signals that you run your creative work like a true business.
Not insured yet? ACT Insurance offers comprehensive artist vendor insurance to financially protect you from expensive claims that can derail your business. Our coverage gives you peace of mind to show, sell, and create confidently.
Get annual coverage for in-person and online sales through ACT Pro, plus options for your tools, supplies, and inventory, and more. Or, try ACT Go for short-term general liability protection at your next event (cover your business items too!).
Real-World Artist Website Examples
Get inspired with these real artist website examples.
Tailor Your Artist Website for Different Goals
Before redesigning your website, ask yourself, What’s my primary goal right now?
If you want to sell art directly:
- Make an emotional connection
- Streamline your checkout process
- Add social proof and an insurance trust badge
- Encourage returns by offering email and update opt-ins
Goal: Build trust, connection, and an effortless buying experience for collectors.
If you want exhibition approvals:
- Label your works clearly with titles, mediums, size, and year
- Add project context by explaining your artistic intent or process
- Keep your work organized and easily navigable
Goal: Help curators and jurors understand your work quickly and contextually.
If you want gallery representation:
- Keep your layout cohesive and professional
- Curate your best pieces; feature complete, consistent series
- Include a CV and press kit to make it easy for galleries to review
- Use a separate contact path (like a “representation inquiries” form)
Goal: Show curators and gallerists that your work is polished, consistent, and ready for the professional art market.
Advice From a Pro
Galleries want to see available work. Clients purchasing directly would also appreciate this. A separate ‘Sold’ section or clearly marked sold items is very important to show that you are indeed selling, but the sold items are clearly not available. Galleries want prices shown to determine what the artist's pricing ranges are, and to check that they are in alignment with their gallery's pricing.
ACT Insurance Supports Your Creativity Online and Beyond
Wherever your creativity — and shiny new website — takes you, ACT keeps up with top-rated coverage at an affordable price, from $24.25/month. Safeguard your art business and share your next masterpiece with the peace of mind only ACT coverage provides.
FAQs About How to Build an Artist Website
Do I Need a Website if I Mainly Sell at Markets?
Even if you mainly sell at markets, an artist website is a smart business tool that helps encourage repeat customers, promote your work, and show event organizers what you have to offer.
What Should Be on My Craft Vendor Website to Attract Event Organizers?
Your craft vendor website should communicate to organizers that you’re event-ready. Some essentials to include are:
- Vendor profile with your business name, years in operation, and craft type
- High-quality product gallery
- Event portfolio (list past markets, fairs, or festivals you’ve participated in)
- Logistics and compliance information (share that you have active event liability insurance, plus list your tent setup details)
- Dedicated email address or contact form
- Bonus: Testimonials from event staff
How Do I Set Up an Easy Online Store for My Products as a Vendor?
Try a beginner-friendly website platform with a built-in e-commerce feature, like Shopify or Square Online. Many website builders include design templates you can easily customize. Add your product pages, tell your story through each description, and go live.
Learn more about creating a selling website for artists and crafters.
