Your website should feel like stepping into your own curated gallery—welcoming, clear, and uniquely you. Your website isn’t just a portfolio—it’s your online storefront, your digital business card, and your chance to connect with potential buyers. Just like a well-designed gallery, your website should immediately communicate who you are, what you create, and why your work matters.
To ensure your website makes the right first impression, be sure to include these six essential pages:
1. About Page: Who Is the Artist?
People connect with stories. They’re often drawn to an artist just as much as the artwork itself. Your About page should introduce you in a way that feels personal and authentic.
What to include:
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A high-quality photo of yourself
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A brief bio answering: Who are you? What do you create? Why do you create it?
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For fine artists, consider adding a CV that highlights awards, publications, and exhibitions. My site has a CV button but also a link to my Press and Collaborations blog feed.
2. FAQ Page: Answer Common Questions Upfront
A well-crafted FAQ page saves you time and makes the buying process smoother for potential customers. Think of it as your automated assistant—answering key questions before someone even reaches out. You can review mine here.
How to create your FAQ page:
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Write down the most common questions you receive about your work, pricing, and process.
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Ask friends or family (who aren’t in your industry) what they’d want to know before buying from you.
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Keep updating it as new questions arise.
3. Gallery Page: Showcase Your Work
Your artwork should be the star of your website. A dedicated Gallery or Portfolio page should feature high-quality images of your best pieces. My Gallery page is actually my shop page!
Best practices for your gallery page:
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Use professional, well-lit images.
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Include framing details or in-room mockups to help viewers visualize the piece in their space.
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Make sure images load quickly—slow pages can drive visitors away.
4. Product or Services Page: Clear Descriptions & Pricing
Whether you sell original art, commissions, or prints, your product pages should be clear and detailed to help buyers feel confident in their purchase.
What to include:
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A compelling description of each piece (materials, size, inspiration, etc.) Tell the story about how you created the work and why!
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A price for an original work or a “Starting at” price to set expectations and eliminate buyers who are not serious.
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A call-to-action (CTA) that guides them to buy or inquire about a commission
5. Email Signup: Stay Connected with Your Audience
Unlike social media, an email list gives you direct access to your audience without worrying about algorithms. Make it easy for visitors to subscribe.
How to encourage sign-ups:
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Offer something valuable—early access to collections, behind-the-scenes updates, or exclusive discounts.
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Keep the form simple: Name + Email is often enough.
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Place the signup option in multiple places (homepage, footer, and a pop-up).
6. Contact Page: Make It Easy to Reach You
If someone wants to inquire about a commission or collaboration, don’t make them hunt for your contact info. A dedicated Contact page should include:
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A simple contact form that often links to your email address
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Your email address (Get a professional looking email address for free through Google if your site doesn’t offer a domain specific one—don’t use your old MySpace login!)
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Social media links
Bonus Tip: Keep Your Website Fresh with a Blog or Events Page
While not essential, having a Blog or Events page can be a great way to keep your website active and improve your SEO (search engine optimization). Google favors websites that regularly update content, and a blog is an easy way to do that.
Benefits of a blog or events page:
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Helps your site stay relevant in search rankings
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Gives visitors a reason to return to your website
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Showcases your latest work, important brand collaborations/shows, or upcoming events
If you have the time, adding this section can be beneficial, but don’t stress if it’s not something you can maintain consistently.
Final Thoughts
Your website should do more than just display your craft — it should tell your story, build trust, and guide visitors toward becoming customers. While social media is a great tool, a well-structured website ensures you have a space that’s fully your own.
