Launch an Artist Website That Works

Want an art website that really works for you? Bold Brush founder Clint Watson shares important information that every artist needs to know.


Top 3 Goals of an Artist Website. Read about it at


AS: What are the top three goals of an artist website?

CW:  The first goal of an artist website is to project a professional image of you and your art. To achieve this, you must think about things like your site design, the quality of your images, the loading speed of your site, the color scheme, and if your site looks professional on mobile devices.

The second goal of an artist website is to encourage people to sign up for your email list. This is so important and yet many artists punt on this. Building your own mailing list and direct relationship with your customers is so important that I’m tempted to say it’s almost everything in your marketing. In fact at FASO, we believe that email marketing is so crucial that we design each website to have a newsletter signup box and artist contact information on every single page.

The third goal of an artist website is to clearly direct purchasers on how to purchase your artwork. To achieve this, you must ensure that your art works are priced, that purchasing is easy, and that your e-commerce functionality works properly and simply.

Alternatively, if you sell through art galleries, and not directly from your website, then you can ditch the purchase function and include a link under each art work that sends the purchaser directly to the gallery that carries that piece, since working with the gallery now becomes the next step in your funnel.

Either way, the goal for each art work is to clearly direct buyers into the next step in your sales funnel. As an aside, you should also include an “inquire” button next to each art work as an alternative “next step”, so that the buyer can contact you with any hesitations or concerns. That way, you can solve that concern, and then guide them back into the purchase flow, or, at least garner another prospect for your email list.

While these are the three big goals for an artist website for most artists, I’m purposely ignoring many other use cases such as artists who focus on teaching workshops, or artists who offer digital learning resources for sale. Those artists may have slightly different goals depending on how they primarily make their income.

AS:  What are the most important elements that every artist website must have?

CW:  There are many elements that an artist website needs to have and the complete list is too long to reproduce in this article.  However, the top ones are as follows:

  1. a simple way to join the artist’s email list
  2. a design that allows for easy viewing of high-quality images of your artworks
  3. clear call to action on what steps to take next if interested in purchasing
  4. a professional design that works seamlessly on mobile devices
  5. hosting on your own domain name
  6. served securely over https (especially starting in July of 2018)

There are several more elements that you should have to achieve your goal of projecting a professional image, but just nailing these six would get you quite far. I’ve written longer articles covering this topic alone. The most recent one was updated in 2017 and you may read it here.

AS:  What are the most common questions you hear from artists who want to start their first website? 

CW:  Because we most often talk with artists at the point that they’ve already decided they need a website, the most common questions we hear are technical questions such as “How do I register a domain?” or “What resolution images do I need?”

We understand that setting up a new website can be a bit overwhelming, so to address the many technical issues involved with setting up and maintaining a website, we, at FASO Artist Websites, offer the industry’s best customer support. We encourage you to talk to us directly via our in-app chat or on by calling us over the phone, and we will guide you through all the technical issues. We also offer artists the option to have us to simply build your site for you and then let you take over once it’s up and running.  Our philosophy has always been to abstract away all these technical issues, so artists simply don’t have to worry about them.

Other than technical questions, the other two common questions are “Why do I need a website at all?” and “How do I get traffic to my website?”

Let’s tackle those one at a time:

AS:  Why do artists need a website?

CW:  As I mentioned above, there are three main reasons that artists need their own artist websites. But they are worth repeating:

  1. to ensure that their art is taken seriously
  2. to project a professional image
  3. to control their own marketing assets

AS:  How do artists get traffic to their websites?

This is a very common question and there are a lot of ways to answer it. There are many marketing channels, strategies and tactics and this is a topic worth an entire article. In fact, that’s the topic of my next article, so stay tuned! But if you can’t wait, teaching artists to turbocharge their art marketing and exploring strategies that help you sell art are what we focus on in our free daily newsletter, FineArtViews:  Click here to sign up.


Clint WatsonClint Watson is a former art gallery owner and founder of BoldBrush, known for  FASO Artist Websites, the leading provider of professional artist websites, the $25,000+ BoldBrush Painting Competition and the free daily art marketing newsletter, FineArtViews. As a self-proclaimed “art fanatic”, Clint delights that BoldBrush’s downtown San Antonio, Texas office is full of original art, as is his home office which he shares with his two feline assistants Kiara and Lilly. You can connect with Clint on TwitterFacebook or his personal blog at



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