When you sit down to write about your art on your website, it can be confusing where to start. Most of us are sure to point out the medium and size of the art. Sometimes we expand upon how we made the art. Afterall, as artists, that’s what we’re interested in, right? While our collectors might also find it interesting, we can probably do a little better.
Your website should aim to provide content that your collectors enjoy. Your writing, images, and videos should engage your collectors and help you create a solid relationship. Your content should encourage them to follow you and eventually make a purchase from you. This is why the first stage in creating a plan for your website content should be thorough audience research.
Create a Profile of Your Typical Art Buyer
When you are first creating your website, the first thing you should do is create a profile of your ideal customers. This project doesn’t have to be extensive, it can involve just a few notes on a scratch pad. The important thing is that you have an idea of whom you are trying to connect with in mind as you build (or revise) or site.
First, ask yourself, who are you trying to reach? If you are selling art on your site, you are definitely trying to reach collectors. Think about who they are, what stage of life they might be in, and what they would want to know about your art before buying. Jot that down.
This profile details not just the demographics of your potential collector, but also their opinions and actions. It should reveal who they are, what they enjoy, and what difficulties they are now experiencing. While you’ll appeal to a broad spectrum of individuals, it’s critical to be precise in your targeting to ensure that you talk directly to those who most need your products and services.
Other Types of Art Buyers to Consider
Most of your website content will be directed towards your typical art buyer that you outlined above. But remember, more than one type of buyer may be attracted to your website. As you develop your site, you may wish to address the needs of other art buyers.
For example, you may wish to work with galleries, art consultants or other art dealers. The types of art buyers will have different needs that your typical collector. You can address their needs with a separate page on your website that addresses their concerns. Typically, these types of buyers will be interested in your wholesale policy, commission policy, turn around times, and shipping policies.
Another example of a different type of art buyer is other artists who are interested in learning more about your techniques and process. If you are interested in teaching classes, you can attract students by writing tutorials, art supply reviews and other website content that they are interested in. While this content will not necessarily attract and engage your primary collector profile, it can exist on your website along with content that does.
Keep Your Website Vistors Preferences for Website Content In Mind
Your customer’s content choices are a critical component of your profile. Consider these questions as you create (or revise) your website:
- Do they have the patience to read lengthy pieces of material or do they like it to be brief and sweet?
- Are they more receptive to text or video?
- What tone and vocabulary do they use? This is crucial to the relatability of your material. For instance, do your consumers prefer a professional, authoritative tone or something more informal and friendly?
- What fashions and trends do they relate to?
- How would you describe their sense of humor?
Focus on What Your Collector Needs
Another critical factor to consider is your collectors’ needs. What type of information are they seeking? What issues do they require resolutions to? While you will not know exactly what they are looking for, you can put yourself in their shoes and make an educated guess. If your artist website can meet the needs of your ideal collectors, you will be able to develop strong connections with them.
For example, you can assume that some of your collectors are going to be looking for artwork when they are finishing a renovation. You can address their need by showing your art in various rooms of the house. In the copy, you can write about how this particular piece of art changes the room – is it dramatic, moody, airy? Also, you can note whether it is appropriate to display in a humid environment, like a kitchen or bathroom.
By keeping your collectors needs in mind, you win out over the other artwork your collector is considering. If a collector is considering two pieces of art for a bathroom renovation, the one that addresses the needs of a bathroom that gets steamy from warm showers will win.
Of course, bathroom spaces are just one example. Other types of special needs involve the type of lighting needed, whether the art can be displayed safely outdoors or in freezing temperatures, or in public spaces that require being vandal proof.
Prioritize Benefits over Specifications
If you solely talk about yourself or your art or classes, your readers will lose interest since they will not perceive the value. If you truly want to see results on your artist website, you must first address the reader.
How are you going to do this? By focusing on the advantages, rather than the features.
Features are critical since they help differentiate your product from the competition. There is no denying that you should mention the type of art, its size, and medium. But that’s just the basics. From there, you must demonstrate how your art provides a concrete advantage to the user.
By highlighting advantages, you illustrate how your art (or class) will improve the customer’s life.
As you write about your artwork, you should focus on how the artwork changes the environment. This is the advantage that your art buyer is seeking. Think about what you want a viewer to feel when they see your art.
For example, if you are intending to create a calming feeling, you could share your thoughts about creating a personal sanctuary. You can highlight this further with thoughtful philosophical quotes that fit the mood.
On the other hand, if you are creating imactful political art, you should be highlighting that message. Don’t be afraid of turning people off. Those are not your people. Your people are out there and will resonate with your strong opinion.
Likewise, if you are also selling art classes, you would be highlighting how the class will change the student’s life. Will they become more confident in their art making? Will they usher more peace into their life because they’ve learned how to use art. Let them know how they will change by taking your class.
Simply told, buyers do not purchase based on features. The rewards and the hope for a brighter tomorrow are what motivate your collectors to purchase.
Develop the ability to compose your content with this in mind, incorporating each feature into a benefit, and you’ll effectively communicate your message.
Don’t Forget the Purchasing Process
When creating your website content, keep in mind the customer’s journey with your art business as well as their position at each point of interaction with you. When they initially contact you, they’re seeking for general information. Your objective is to supply them with this knowledge and persuade them to stay in touch with you, either through social media or your newsletter.
Once they’ve followed you, work on developing a deeper relationship with them by delivering more personal involvement and more content.
At another stage of the purchasing process, they will be deliberating which art (or class) to buy. Remember, they are prepared to purchase from other artists. You must provide unique material at each stage of the purchasing experience.
Collect Feedback from Customers
It is critical that you base the content of your website on genuine market input. In the beginning, you will have to make assumptions based on the customer profile(s) mentioned above. But you should always be seeking to get real feedback from your customers.
Take no action solely on the basis of assumptions. Determine what your audience expects from you directly so that you can offer it to them.
There are various methods for gathering input from your collectors. One obvious strategy is to just ask them. You can send follow up emails after a sale to ask them about their experience and how can it improve. Was it easy for them to find what they were looking for? How was the checkout process? Did the art live up to their expectations? What can be done to improve?
You can also connect with and communicate with your audience members on social media to learn more about them. What are their preferences? What colors are they into? How are they using art in their lives?
Another method of obtaining objective data is to examine analytics. Website analytics will inform you whether or not your web content is functioning well, and if it isn’t, why.
Always Keep Your Audience in Mind
The final takeaway from this is to always keep your collectors, students and art dealers in mind. Create a customer profile for each type of buyer you are trying to reach and create website content specificall for them. If you focus on their needs, and how your work will benefit them, your website will stand head and shoulders above the rest.