Having a website to show your artwork is a must have these days, it’s likely you won’t be taken seriously as an artist if you don’t. Creating amazing art is only part of the puzzle. You’ve probably heard the saying, “It’s easier to sell bad art with good marketing than good art with bad marketing.” Having a website is a great place to start. It gives you a central hub to show off your work and make a professional impression.

But what actually makes a great artist website? I’ve had mine for a few years now, and I’ve been constantly updating and learning along the way. I’ve also spent a lot of time looking at other artists’ sites, so I’ve picked up some tips on what works and what doesn’t and in this blog post I plan on sharing these with you.

1. Your Homepage

DO – Make Your Art the Focus

When someone lands on your website, your artwork should take center stage. Your homepage should instantly convey what your site is about—your art. A strong visual impact with minimal distractions ensures that your work speaks for itself.

Use a layout that highlights your images clearly and beautifully. For example, a gallery with clickable thumbnails that open into larger views allows visitors to explore your work easily without frustration.

DON’T – Avoid Overwhelming Visitors

Too much text, busy design elements, and unnecessary features like music, pop-ups, or over-the-top animations can distract from your art. Keep fonts and layout clean and consistent. The goal is to make the experience of browsing your work seamless and enjoyable.

A cluttered or confusing homepage can turn visitors away. Prioritize clarity and simplicity, and make sure it’s immediately obvious where to go next—whether that’s viewing your portfolio, learning more about you, or getting in touch

2. Navigation

DO – Keep Your Navigation Bar Simple

A clear and straightforward navigation bar helps visitors find what they’re looking for without frustration. Aim for around 4 to 6 clearly labeled tabs—for example: Home, Portfolio, About, Contact. These should cover the essential parts of your site.

Submenus can be helpful for organizing content, but try to limit how deep they go. Ideally, users should be able to reach any page within one or two clicks.

Each page should serve a specific purpose, making it easy for visitors to understand what they’ll find in each section. For example, someone looking to purchase your art should immediately know where to go, while someone who wants to learn more about you should be able to find that information just as easily.

DON’T – Avoid Cluttered or Complicated Menus

Avoid cramming too many links or using overly creative labels that might confuse visitors. Keep things intuitive—your audience shouldn't have to guess where to click. And remember: good navigation works just as well on mobile devices as it does on desktops, so make sure your site is responsive and easy to use on any screen.

3. The About Page

DO – Tell Your Story in a Personal but Professional Way

Your “About” page is where people connect with you, not just your art. While your work may draw visitors in, many will want to know the person behind it. Share your journey—how you got started, your influences, your creative process, or what motivates your work. This helps build a personal connection and adds depth to your portfolio.

Consider including:

• A well-written, concise artist bio

• A portrait or studio photo to humanize your presence

• Clear, authentic language that reflects your personality and artistic voice

DON’T – Write a Novel or Rely on Clichés

Avoid being overly vague or lengthy. Statements like “I’ve been drawing since I was five” are common and don’t tell your audience much about what makes you unique.

Keep your writing focused and specific. Share stories or insights that are uniquely yours, and stay away from filler language that could apply to anyone.

4. Your Portfolio Structure

DO – Curate Your Work and Organize It Thoughtfully

When it comes to portfolios, less is more. Focus on showcasing only your strongest, most relevant work. Organizing your art into clear categories—such as original pieces, sketches, client work, or animation—can make your portfolio easier to explore. Alternatively, arranging your work chronologically, with the most recent pieces first, is another effective option.

Be intentional with what you include. Avoid uploading every piece you’ve ever created. If something no longer reflects your current style, skill level, or artistic direction, it’s perfectly fine to leave it out. A concise, well-edited portfolio leaves a stronger impression than an overly crowded one.

DON’T – Overload Your Portfolio

Including too many images can dilute the impact of your best work. Think of your portfolio as a curated gallery rather than a storage archive. Each piece should serve a purpose and contribute to the overall story you're telling as an artist.

Also, consider how your portfolio functions across different devices. A clean, mobile-friendly layout ensures visitors have a smooth and enjoyable experience whether they’re on a desktop, tablet, or phone.

5. E-COMMERCE & CONTACT

DO: Make it easy to buy or reach you

If you’re planning to sell your artwork, it’s a good idea to include an online shop on your website. If your main goal is to make sales, you’ll want to guide visitors from wherever they land straight to the checkout as smoothly as possible. Try to keep things simple and remove any extra steps that could slow people down. The easier it is to buy, the more likely they’ll follow through!

What Makes a Good Shop Section on an Artist’s Website:

1. Clear Product Images - High-quality photos showing your artwork from different angles or in different contexts (e.g., framed on a wall).

2. Keep your Descriptions concise and informative - Include size, medium, and if it’s a limited edition print the print number.

3. Ensure your Pricing & Shipping Info is concise - Clear prices, shipping costs, and delivery times build trust and reduces the chance abandoned carts.

4. Offer a Simple Checkout Process – Try and Minimize the number of steps needed to pay for an item and offer multiple payment options to avoid frustrating potential buyers.

5. Secure Payment & Data Protection - Use trusted payment gateways to protect buyer info and build confidence. For example PayPal and Google pay.

6. Stock & Availability Updates - Indicate if items are sold out or limited edition to create urgency and manage expectations.

7. Social Proof & Reviews - Show testimonials or reviews if possible to reassure new buyers.

8. Easy Contact/Support Access - Offer clear ways for buyers to ask questions or request commissions.

I have a shop on my website where I sell original artwork, greeting cards, and bookmarks. When I sell an item, I like to keep it in my shop with a “Sold” banner. It works as a portfolio and shows potential customers that my work is in demand.

6. SEO (Search Engine Optimization)

The words on your website are one of the most powerful tools you have to influence how and where your site appears in Google search results.

For example, if you're a pet portrait artist based in West Sussex and someone searches for "pet portrait painting in Horsham", your site is unlikely to show up—unless you’ve actually included keywords like “pet portrait,” “painting,” and “Horsham” in your website content.

Even if you have a stunning gallery of images, search engines can’t interpret visuals the same way people can. That’s why it's essential to describe your work clearly in text. Help search engines understand what each page—and each image—is about.

Key SEO Tips:

• Use H1 headings strategically. These are usually the main titles at the top of a page, and they tell search engines what that page is focused on.

• Add alt text to your images so they’re described in a way search engines can read.

• Write meta descriptions—short summaries that appear in search results and can influence whether people click on your page.

• Keep your site updated, as fresh content can help with rankings.

SEO can seem overwhelming at first, but small, intentional changes can make a big difference in helping people find your site.

Final Thoughts

Setting up or refreshing your artist website doesn’t have to be overwhelming. Here’s a quick recap of the key points to keep in mind:

• Make your art the star of the homepage

• Keep navigation clean and simple so visitors can easily explore

• Tell your story on your About page in a personal, professional way

• Curate your portfolio—quality over quantity

• Add an online shop if you’re ready to sell your work

• Use solid SEO practices to help people discover your site

Already have an artist website? I’d love to check it out—feel free to share it in the comments! I’m always inspired by how other artists present their work online.

Thanks for reading, and happy creating!